In the 1950s, Timex established itself as a purveyor of dependable, affordable wristwatches, with the brand’s iconic “it takes a licking and keeps on ticking” campaign cementing that very notion with consumers. By the mid-‘60s, nearly half of all mechanical watches sold in the U.S. were from Timex. Today, however, Timex is better known as a supplier of affordable quartz and smart watches, having stopped production of mechanical movements in 1982.
But in a surprising twist, Timex is now taking a swing back toward its roots with the Marlin—a mechanical, hand-wound, vintage-inspired timepiece. Oh, and the retail price? In keeping with the Timex ethos, it’s just $199.