Sometimes, simplicity is best. In this new Timex release, a handsome expandable stainless steel bracelet joins the party along with a prominent Supreme logo that sits behind the floating digits of the LCD screen. It’s the latest collaboration from a pair of brands that have a long track record of combining their talents and appeal to reach a wider audience.

Why Should You Care?

Timex and Supreme are both big brands within their respective spheres. Timex enjoyed immense popularity throughout the 80s and 90s, siring a love of watches in many of this generation’s current crop of collectors, and is experiencing something of a renaissance. This collaboration is the latest chapter in a (surprisingly) long history.

Timex was founded in 1854, in Waterbury, Connecticut, and prided itself in producing American watches on American soil. Timex watches have become highly collectible over the years, thanks in part to the brand’s frequent collaborations with artists, designers, and even made-up characters (such as Snoopy) in an effort to remain relevant. In addition to the cross-industry appeal created by such collaborative endeavors, Timex watches are also very affordable.

Supreme, on the other hand, is a much younger brand that opened its doors in 1994. Despite giving up 140 years to its latest partner, Supreme grew up quickly on the bustling streets of Downtown Manhattan.

The brand soon emerged as a hub for the alternative fashion scene. New York-based skaters, artists, and young people looking for a means of expression banded together to form a brand that was more than a logo, premises, and products — the vibe was one of a family. The brand still aims to spread the same message of inclusivity far and wide through what is now a globally-recognized label.

Supreme’s bread-and-butter strategy is to collaborate with massive brands, bringing its unique take on fashion to already known products. As well as this current collaboration with Timex, the brand has recently established a partnership with Louis Vuitton (proving how far it has come in 25 years).

What About The Watch?

Supreme is getting ready to drop its Fall/Winter collection for 2019. Front and center is the new Timex collaboration, which is based on reference T78587 Gent’s Indiglo Alarm Chronograph Watch. The watch features Timex’s renowned Indiglo feature, which illuminates the whole dial with a bright blue (and totally uniform) glow. Enlivening the screen is the recognizable Supreme box logo, which gives this accessible piece a wide appeal to fans of American brands, watchmaking, and the alt fashion industry. Additionally, the Timex × Supreme Watch has a chronograph function, a customizable alarm, and water resistance to 30 meters.

The watches are expected to sell rapidly upon release so if you want one, you’ll probably need to be quick on the draw (there’s no mention of a limitation number yet, but it’s unlikely these things will be available indefinitely). The retail price for the latest collaboration from two brands that love nothing more than being part of a team is just $68. Learn more at timex.com.