Timex partnered with Softline Brand Partners to celebrate American craftsmanship and create the American Documents collection, a tribute to American heritage featuring locally crafted leather straps and artisanal detailing.
Challenge
Timex sought to celebrate its American heritage by launching a collection symbolizing U.S. craftsmanship. They needed partners to execute this vision using locally sourced materials while maintaining their timeless aesthetic.
Solution
Softline Brand Partners collaborated with Timex for the “American Documents” collection—a line designed and assembled in the U.S., reflecting American craftsmanship. Softline manufactured high-quality, American-sourced leather straps, contributing to Timex’s vision of creating a locally crafted timepiece. The stainless steel watch cases were made in Connecticut, the straps from American leather, and the crystal from Corning Gorilla Glass, though the watch movement remained Swiss. Each watch was imbued with artisanal details, such as the engraved preamble to the U.S. Constitution on the case back.
Results
The American Documents collection was well-received and praised for its authentic storytelling and commitment to craftsmanship. It embodied a spirit of patriotism and symbolized Timex’s deep roots in American industry. Limited production made each piece a testament to rarity and exclusivity, successfully positioning Timex as a leader in blending heritage with modern craftsmanship.