Timex Went To Milan And Came Back Fancy

Timex Giorgio Galli S2Ti

For most of its life, Timex has been the horological equivalent of a sensible dad sneaker: practical, sturdy, unpretentious, and not trying to impress anyone at a cocktail party. And yet, here we are in 2025, watching Timex strut back into the spotlight like it just got back from a semester abroad and discovered “taste.”

The brand that made your grandfather’s $29 beater now wants you to consider its $1,950 Swiss-made titanium timepiece. Yes, you read that right. Timex has caught the automatic fever, and it’s not just tinkering with gears, it’s flirting with full-blown horological ambition.

The rebirth started innocently enough with the Marlin Automatic, a mid-century throwback that somehow manages to be both vintage and not completely embarrassing to wear in public. For around $279, you get a 40 mm stainless steel case, a sunray dial that wouldn’t look out of place on Mad Men, and a 21-jewel movement with a 40-hour power reserve. Take it from me, it’s a pleasure to wear and it has turned many a “watch geek” heads. It’s clean. It’s classic. Timex even managed to make a Peanuts 75th Anniversary Marlin (eh…not a fan) with a recycled steel case and Snoopy on the dial.

Beyond the Marlin, Timex has peppered its lineup with other automatics that are aggressively fine. The Allied Automatic stretches the power reserve to 50 hours and adds a bit more of a field-watch vibe. These watches aren’t trying to compete with Rolex, and they would be a giveaway to a London watch thief. It’s the horological equivalent of ordering the house wine and realizing it’s kind of good?

Piacere Di Conoscerti, Giorgio

And then there’s the Giorgio Galli S2Ti, the watch that made the internet collectively say, “Wait… that’s a Timex?” This is not your drugstore impulse buy. This is a limited edition of 500, with a Swiss automatic movement, titanium and forged carbon case, and a price tag just shy of two grand. Yes, two thousand American dollars. For a Timex. But here’s the kicker: it’s worth it. Designed by Timex’s Milan-based creative director Giorgio Galli, the S2Ti is sleek, sculptural, and downright elegant. The skeletonized rotor, see-through case back, and sculpted case show off details you’d normally expect from brands with triple the price and a lot more snob appeal.

This watch doesn’t scream “I’m luxury”, it smirks and lets the details do the talking. The S2Ti is proof that Timex isn’t just dipping its toe in the premium pool; it’s doing a swan dive in slow motion, wearing a custom Italian wetsuit.

Timex’s new automatic strategy hits three notes: heritage reboots like the Marlin, value-packed mechanics its Allied offering and luxury experiments like the Giorgio Galli line. Add in collabs that keep the brand relevant to streetwear kids and nostalgic boomers alike, and you’ve got a brand that’s somehow pulling off a full spectrum watch portfolio without losing its soul.

Timex has officially become hot. And frankly? We’re here for it.