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Timex mines menswear for its fall 2013 women's watches

August 16, 2013|By Adam Tschorn
  • Three watches from the fall 2013 Timex women's watch collection, which was inspired by the patterns and textures of men's suiting fabrics and accessories.
Three watches from the fall 2013 Timex women's watch collection,… (Timex )

Texture and pattern were the big takeaways from a recent preview of Timex's fall 2013 women's watch collection.

The 159-year-old heritage brand has been on people's minds -- and wrists -- a lot more lately, thanks to a wildly successful partnership with J. Crew that began back in 2007. "That [collaboration] completely changed the consumer mindset," a company representative told us at Thursday's preview.

So now the label known from old-school ads as being able to "take a licking and keep on ticking," is showing it can tackle a timely trend and do the same. (If you've visited the Timex website lately you may have been advised that "Gold is the new black" and encouraged to shop your way through the gold metallics trend.)

For its upcoming women's collection, Timex has taken inspiration from the worlds of men's suiting fabrics, and is serving up watches with bands in tweed and houndstooth patterns, as well as two takes on old-school tortoise shell -- one that puts it on a watch band, and a second that uses the distinctive brown and gold pattern on the watch case itself.

The collection, priced in the $50 to $75 range, is set to hit the shelves of mass market retailers (stores like Target and Walmart) toward the end of September.

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adam.tschorn@latimes.com

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