Timex

This was a brand collaboration project designed to explore how a heritage company could engage with the evolving language of contemporary art. The initiative positioned Timex—the oldest American watchmaker—within a cultural dialogue that extended beyond design or utility. By pairing the brand with artists whose work challenges perception and meaning, the collaboration reframed the watch as both object and symbol: a measure not only of time, but of relevance. The result preserved Timex’s legacy of craftsmanship while expanding its presence into the worlds of art, fashion, and cultural discourse, creating a bridge between tradition and experimentation.