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October 26, 2022

Timex partners with UFC in launch of new ‘tough’ collection of watches

PHOTO | CONTRIBUTED Ultimate Fighting Championship Superstar Sean O'Malley models a new Timex watch.
By Jean Falbo-Sosnovich

Watch manufacturer Timex has stepped into the Octagon with a newly co-branded collection of Ultimate Fighting Championship watches. 

UFC mixed martial arts superstars Sean O’Malley and Dustin Poirier will serve as brand ambassadors for the “unbeatably tough” collection of watches, according to Shari Fabiani, Timex Group’s senior vice president of brand and creative.

The watchmaker is headquartered in Middlebury.

Fabiani said the partnership between Timex and UFC was a natural fit.

"Timex and UFC share a heritage of determination, ingenuity and grit, and we are honored to join the most innovative force in combat sports to clock its greatest moments," said Fabiani. 

The new line of watches, created at the Giorgio Galli Design Lab in Milan, Italy, are designed for durability, according to Timex. 

The new watch leading the Strength Collection - the Timex UFC Colossus - features a rugged case design, molded resin straps and ISO shock-resistant construction. It has custom analog-digital functionality, featuring a world time (48 cities), five alarms, calendar and chronograph. 

Leading the Street Collection is the Timex UFC Pro watch, which, in part, features the line-embossed UFC logo on the gold-tone dial, a black band and octagonal bezel and enamel-inlay crown. A date indicator is featured on the multi-layered dial, and a gold-tone stainless steel case weighs in at 44mm. 

In June, Timex launched a line of watches with a “Stranger Things” theme to attract customers who are fans of the hit show.

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