You may not have heard of YMC, also known as You Must Create, but its appeal to the young and fashion-conscious makes it another fit for a collaboration with American watchmaker Timex.
YMC was founded in London 20 years ago and has only one store outside the UK, but it is lending its easy-wearing design aesthetic to a limited edition version of Timex’s MK1.
The YMC x Timex MK1 is an interpretation of a watch issued to the US Marines in 1982.
It has been re-released since 2016, often in collaboration with designers and artists.
It comes in burnt brown rubber 36mm case, a color described as the signature seasonal hue for YMC and retails for $89.