Over 60 Years of ‘Torture’ Led to This Extremely Affordable Timex Watch

Longtime watch enthusiasts are probably already aware that the phrase “It takes a licking and keeps on ticking” is an old Timex slogan. Dating back to the 1950s, it was meant to express the toughness and durability of the brand’s offerings.

All these years later, it’s still a guiding principle of the brand. While not quite at G-Shock levels, Timex’s watches are nonetheless reliable and sturdy, especially considering their affordability.

The latest in that long line is the shockingly affordable Timex Easy Reader Classic, which the brand calls a “direct descendant of [its] 1960s televised torture test survivors.”

Timex

Throwback beater

By now, you might be wondering what Timex means by “torture test survivors.” Back in the 1960s, the brand ran a series of live advertisements that showcased the brand’s watches undergoing durability tests.

They included tests such as submerging a Timex watch in a tank of water and agitating the liquid with an outboard motor to assess the watch’s waterproofing. Another test (in the video below) had an archer fire a watch mounted to an arrow tip through a pane of glass to test its shock resistance.

There was even a humorous failed take in the late 1970s when the brand had an elephant step on a watch, shattering it and leading the elephant’s handler to proclaim, “Time to get a new Timex.” Still, the concept remained: These tests proved to the audience just how rugged these affordable watches truly were.

That remains true today, as this latest iteration is a scion of those tortured timepieces. And while tariffs and inflation have certainly had an impact over the years, this new watch remains a reliable, budget-friendly champion.

Timex

Time keeps on ticking

This Easy Reader is a pretty solid blend of old-school styling and modern amenities. Inside its brass case, you’ll find a modern quartz movement — another classic Timex element, which could be credited with saving (or at least revitalizing) the brand in the 1970s.

The white dial features classic Arabic numerals for the 12-hour dial markers, but it also has a secondary set of 24-hour markers (for those who prefer military time) done in the same red hue as the watch’s seconds hand. And the watch has a date window at the 3 o’clock position.

Timex

However, the most interesting element might be that this watch features an Indiglo backlight. Typically, this is a feature found on digital watches, so to see it applied to an analog watch face, instead of more traditional lume, is a touch unusual and helps set this watch apart.

It probably bears mentioning that this is a dress watch, not one meant for adventures. While it is technically water-resistant to 30 meters, you’ll want to avoid dunking it if possible. Still, for $71, this is a whole lotta watch.

Timex

Pricing and availability

As mentioned, the Timex Easy Reader Classic 38mm Leather Strap Watch costs just $71. It is now available on the brand’s website.

Timex

Timex Easy Reader Classic 38mm Leather Strap Watch

Specs

Case	38mm
Movement	Quartz
Water Resistance	30m

• $71 at Timex

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