Is the design good? I’d say yes but preface that with the notion that it isn’t for everyone. You have a theme of masculinity, skeletonization, and bold colors. There are more subdued colors, but in a big way this is a bold watch that wants attention. You are not someone that wants attention? May we recommend perhaps something else? If you are someone that wants attention and don’t have a $10,000 plus budget then this isn’t a bad choice. The New York City watch certainly feels cooler than something you can pick up at a Diesel store, and where else can you wear a “Gotham black and hyper pink” colored watch and sort of get away with it?
2(X)IST probably went in the right direction in making sure that the New York City watch was quite accessible. Even though at almost $500 the price is high for many people, we think this makes more sense than a watch with perhaps upgraded materials, but a price at $1000 or over. Having said that, the price point may be a bit troublesome. We assume that 2(X)IST is trying to go head-on with brands such as Diesel and Nixon with the New York City watch collection. For about $200 – $400 you have a lot of options from those brands in a similarly sized (or larger) watches that already have established market appeal. At a price premium of as much as $250 or more over market competition, 2(X)IST is asking consumers to take a chance on something admittedly interesting, but altogether new. 2(X)IST will no doubt point to unique features and qualities of the New York City watch – each of which are no doubt true, but the challenge will be to find receptive consumers interested in the story behind the watch.
A launch 2(X)IST offered eight versions of the New York City watch. There are available plastic or steel cases, and each is the same price. The dials are all high-quality ABS plastic with a small Japanese quartz movement in the center surrounded by an open space. While the hands could have been longer, the dials look nice for what they are and it isn’t difficult to read the time. The crystal is mineral glass on both sides, and with 100 meters of water resistance, the New York City watch is durable enough to get thrown around when playing.
There are some cool colors available with the plastic cased models, but it is hard to recommend plastic when metal is available at the same price. Having said that, we appreciate 2(X)IST’s desire to democratize the pricing to keep things simple. If you are willing to experiment with new designs and like something colorful and actually pretty cool, we feel you should give the New York City watch a chance. Right out of the gate, 2(X)IST succeeded in offering something unique at this price point, and we have to give them kudos for releasing something totally out of the blue given the brand. Their biggest challenge may just be trying to separate the image of too well-groomed men in banana hammock briefs with oiled abs modeling underwear when trying to market 2(X)IST watches. Price is $495. Buy here with free shipping: shop.2xist.com/watches
Necessary Data
>Brand: 2(X)IST
>Model: New York City
>Price: $495 USD
>Size: 44mm
>Would reviewer personally wear it: Sometimes
>Friend we’d recommend it to first: A younger person who feels that their good taste in underwear hasn’t yet been properly communicated in their normal lifestyle.
>Best characteristic of watch: Jason Wilbur design and lots of interesting details – an ambitious effort for sure.
>Worst characteristic of watch: Would benefit from better packaging – needs marketing distinction from amorously-posed male underwear models.
