Five years’ ago there were fears that smartwatches could wipe out the Swiss watch industry.
Ironically, it appears much more likely it will decimate the market for quartz models manufactured in the Far East that once posed an existential threat to the watchmakers of Jura and Geneva.
Timex is alive to the danger that Apple, Samsung and Garmin will continue to eat into its sales of sub-$500 quartz watches and decided that attack is the best form of defense.
Its Metropolitan smart watch collection, which goes on sale next week, is aimed squarely at customers migrating to Apple Watch and Garmin Marq.
The watches have pin sharp AMOLED touch display and, despite these screens guzzling battery power, they are said by Timex to last two weeks between charges.
Metropolitan smartwatches run on software from Huami, a leader in wearable healthcare technology that uses artificial intelligence to track and analyze a person’s vital signs.
Sensors connected to a smartphone app monitor heart rate, a 24/7 activity and sleep tracker for health and fitness goals and water resistance, all using GPS geo-tracking.
Two versions could be worn by men or women.
The circular Metropolitan R is available in rose gold and gunmetal while the Metropolitan S is available in black and rose gold. Both models are available for $179 at timex.com and retailers across North America.