Timex Bets On Quiet Luxury DTC

Plus: coalition loyalty scales as PAYBACK passes 35M users

Author

Avinash Duggempudi
October 01, 2025

ClickZ Watches

Here's what's happening this week in the world of watch marketing and e-commerce:
- Timex unveils Atelier to elevate brand quietly
- Apple Watch raises health bar and battery life
- GenAI fitting room brings true-to-life try-ons
- Gaming crossover: Hamilton mirrors COD watch IRL

⏱️THE MINUTE READ

Juvenon suspected upper-funnel spend were fueling growth, but pixel reporting undervalued them, pushing spend to the bottom funnel.

With Fospha’s Halo, they unified DTC and Amazon sales and uncovered the truth: TikTok was 9X stronger than reported, DTC performance was under-credited by 2.9X, and upper funnel became their growth engine.

  • 📈 +18% revenue growth QoQ

  • 📉 20% CAC improvement YoY

  • 🚀 10X upper-funnel SoW growth

📌WEEKLY MUST-KNOWS

Timex introduced Timex Atelier, a design-led line debuting with the 41mm Marine M1a diver, sold exclusively via TimexAtelier.com. The move signals a strategic push into quiet luxury with Swiss-made mechanics and tighter DTC control. It reshapes pricing power, merchandising, and storytelling for a mass-premium audience.

Apple opened preorders for Series 11, Ultra 3, and SE 3 with Liquid Glass displays, blood pressure alerts, improved sleep metrics, and longer battery life. This raises the consumer baseline for on-wrist health and connectivity ahead of holiday. It pressures watch brands to sharpen value propositions and partnerships competing for wrist time.

Apple classified Apple Watch Series 3 as vintage, limiting service to parts availability and pointing to obsolescence in two years. This clarifies support windows for legacy devices still circulating in retail and resale. It informs trade-in incentives, service SLAs, and upgrade messaging for holiday campaigns.

⚡QUICK READS

Perfect Corp Debuts GenAI Virtual Fitting Room: Perfect Corp turned Fashion Week looks into interactive try-ons, signaling faster rollout of realistic VTO that can boost PDP engagement and reduce returns for accessories like watches and straps.(More)

Here’s What A $1,000 Call Of Duty Watch Looks Like: Priced at $975 with subtle game-only caseback, Hamilton tests gamer crossover pricing and collector packaging ahead of Black Ops 7’s launch.(More)

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