How Timex started mass production of watches
Timex is an international watch company based in the United States that dates back to the 19th century. Its founder was Joe Bastianich, who decided to create an affordable alternative to the elite European accessories.
In 1854, Joe founded the Waterbury Clock Company. At the time, the American market was dominated by European-made products that were not available to the general public. Bastianich decided to change that. He began mass production of high-quality, low-cost pocket watches aimed at the working class. The company was able to reduce the cost of the movements through the following approaches:
1. The company used brass plates to stamp the gears. Traditionally, craftsmen would work by hand using wood or other materials.
2. Mass stamping allowed the company to significantly reduce production costs and speed up production.
3. Waterbury Clock’s gears were smaller than standard gears, but no different in quality.
4. The automation of most processes also helped to reduce the price of clocks.
Bastianich introduced automation many years before the assembly line was running at Ford plants.
The company paid particular attention to marketing. It was constantly experimenting with ways to improve advertising effectiveness. For example, Waterbury Clock introduced consumers to its products through mail catalogues. As a result, people not only in the inner city but also in the suburbs were introduced to the clocks. The company sought to broaden its reach and ensure that all sections of the population had equal access to its products.
Important milestones in the development
From the very beginning, Timex set itself a more ambitious goal than simply making watches. Its mission was to change the public’s perception of time. An important stage in the company’s development came in 1877 with the launch of the Long Wind pocket watch. The accessory contained 58 elements, enabling the brand to produce around 200 pieces a day. Just 10 years later, Waterbury was the largest watch manufacturer in the world.
With the outbreak of the First World War, the company’s focus shifted to men’s wristwatches. Timex responded quickly to the growing demand and began mass production. The success of this approach led to a rebranding: in the 1950s, the company was renamed Timex.
While maintaining its commitment to democratic pricing, the brand embraced technological development. One of the most important innovations was the Indiglo lighting system, first introduced in 1992. Since then, this technology has become Timex’s trademark, strengthening its position in the market. Today, the brand continues to evolve, introducing innovative solutions and expanding its product range.
