Timex
The TIMEX collaboration was conceived as a study in visual culture—taking a heritage brand and embedding it within the shifting language of contemporary art. By bringing the oldest American watchmaker into dialogue with leading artists, the partnership reimagined the watch not merely as a tool for keeping time but as a cultural artifact.
This strategy opened new conversations about the role of objects in shaping identity, the ways design communicates values, and how brands can participate in broader cultural narratives.
Here, visual culture served as the bridge between tradition and experimentation. TIMEX’s legacy of reliability remained intact, yet its image was revitalized—placing the brand at the intersection of art, fashion, and cultural relevance, and capturing the attention of audiences well beyond the traditional watch market.

