Timex Atelier is significantly expanding its collection with the introduction of four new models, including two chronographs, marking a notable evolution in its upscale offerings. The new timepieces, named Chronograph Automatic M1a Ti and Chronograph Quartz M1q, demonstrate Timex's commitment to diversifying its complications. These chronographs join the existing Diver and GMT models, bringing the total collection to six distinct references, all designed by Giorgio Galli.
The M1a Ti chronograph features a robust titanium construction with a stainless-steel mid-case, coated in a sleek black IP finish. It measures 42mm in diameter and has a 20mm lug width. In contrast, the M1q offers a 40mm skeletonized stainless steel case, also with a black IP-coated mid-case and a 20mm lug width. Both models are equipped with a fixed tachymeter bezel and a double-domed sapphire crystal with a triple anti-reflective coating. They are available with either a metal bracelet or an NBR rubber strap secured by a deployant buckle. A key differentiator is the M1a Ti's exhibition caseback, which provides a view of its automatic movement.
Both chronographs feature a two-register layout, a first for the Atelier line. They boast matte black dials with contrasting silver subdials and polished silver hands. The M1q model incorporates a guilloché texture on its dial and a date window at the 6 o'clock position, while the M1a Ti maintains a flat matte dial. Internally, the watches house different movements: the M1a Ti is powered by a Swiss-made Landeron L72 automatic chronograph movement, operating at 4Hz with a 43-hour power reserve and 28 jewels. The M1q, on the other hand, utilizes a Swiss-made Ronda 5021D quartz movement. The M1a Ti is priced at $2,250 on a bracelet and $2,100 on a rubber strap, while the M1q is more accessibly priced at $800 on a bracelet and $700 on a rubber strap. Both are currently available through Timex's official website and select international retailers.
The introduction of these new chronographs highlights Timex's strategic intent to elevate its Atelier line and engage with a more discerning market segment. The distinct price points, particularly for the M1q, offer an entry point for enthusiasts drawn to the Atelier design philosophy. While the premium pricing of the M1a Ti positions it against stiff competition, Timex's dedication to quality and design in this tier is commendable. This move reflects a brand that is not afraid to innovate and challenge expectations, fostering a dynamic environment for watch enthusiasts and collectors alike.
