Timex Group has signed a licensing deal with German sports giant Adidas Originals to design, manufacture and distribute branded watches worldwide.
The first collections are expected to be unveiled early in 2022.
The partners promise that watches will draw on Adidas Originals’ street culture inspiration and attention to sustainability.
They will be sold in Adidas-owned physical and ecommerce stores and through Timex Group’s global distribution network.
“We could not be more excited to welcome Adidas into our portfolio of brands,” says Tobias Reiss-Schmidt, president & CEO of Timex Group.
“There are few truly iconic brands, and Adidas, with its rich history and authentic style, is at the very top of the list. We see a strong and increasing interest in watches among young millennials and Gen Zers, and we look forward to introducing our Adidas Originals watch collection to this next generation of consumers,” he adds.
Adidas is currently listed as the 54th Most Admired Company in the world, according to Fortune.