The James Brand and Timex Debut a Colorful New Ironman

If there’s one thing we love around here, it’s an affordable collaboration between two brands we admire. And if there’s a second thing, it’s the 1990s. Well, it just so happens that the latest from our friends at The James Brand and Timex check both of those boxes. The new TJB edition of the classic Timex Ironman comes during a period where brands have fully leaned into collaborative watches to the point that they are the norm, rather than special. But if you are old enough to have a living memory of the 90s (the heyday of the Ironman) it’s hard not to love a release like this one. 

The James Brand, for those who might not have been fully wrapped up into the everyday carry scene quite yet, is a Portland, OR based brand making knives, tools, and other EDC items with an eye toward a contemporary and minimalist design language. They can still employ some serious color when called upon though, as their recent collaboration with Topo Designs more than illustrates. This new Ironman incorporates James Brand practicality with a color palette that leans into their more adventurous side, as seen in products like their Redstone and Palmer knives. But it’s turned up to 11 here, in a way that will feel familiar to devotees of the original Ironmans from years ago. 

The 39mm resin case is dominated by a vibrant yellow bezel, and is accented with bright red buttons on the case flanks and a turquoise strap made from #TIDE up-cycled ocean plastics. Of course, there’s also an Inidglo backlight, which when called upon will add even more character to the watch in low light situations. The new “double lug” design integrated to the case allows for the easy changing of pass through style straps if you’re so inclined, and gives the Ironman a newfound tactical aesthetic in addition to being purely sporty. 

The Ironman is a fully equipped digital watch that’s designed to make all of life’s tasks a little easier, and has a variety of included features like a countdown timer, 30 lap memory stopwatch, and a fully customizable alarm. It’s water resistant to 100 meters, making it an ideal everyday companion. 

The new TJB x Timex Ironman is available now through the James Brand and Timex websites, with a retail price set at $99.