Timex and streetwear brand, The Good Company, come together to launch a limited edition MK1 watch, using the Wave logo as a second sweep and including an additional reflective strap. The Good Company takes its inspiration from the culture and the surroundings of Manhattan's Lower East Side, site of the brand's flagship store. The styles brewing in this culturally rich part of New York offers plenty of inspiration for brands. Providing an air of authenticity in an increasingly crowded streetwear market, The Good Company continues to grow and remain a go-to brand. Recently Timex spoke to Quinn Arneson, founder of The Good Company to discuss the collaboration.
How did the collaboration with Timex come about?
The collaboration came about very organically. A musician friend was in the Timex UK office and wearing our clothing. Guess our name had come up in the past for collaborations and he just connected the dots.
What made you choose the MK1 model to do a limited edition?
The MK 1 is a simple watch with a lot of history. We liked the lightweight feel to it and the fact that it is affordable, making it more accessible.
How did the wave second sweep come about? does it represent anything specific?
The sweep came about while looking at vintage and particularly 90's watches, some of which had second hands actually resembling our wave logo. We were pretty much interested in immediately exploring this option. To pay homage to Memphis Design, a movement which popularized the wave as a motif, we gave the watch a very modern look, stripping the face down to the basics.
New York, Tokyo, LA- what can you tell us about the state of the streetwear scene?
We feel that the current state of streetwear is in an amazing place. The accessibility of knowledge and the independence that this brings can be a great tool in the right hands. A lot of power has been brought back to the youth, giving many kids a platform to express themselves. We are excited for the streetwear and skate industry. So many small brands are popping up creating a community of creatives and providing a blueprint for those to come. I'm happy there is a continued interest in DIY culture both artistic and entrepreneurial.
You've included a second, reflective strap. How popular are these straps with consumers?
We added the reflective strap for function. We picture the person who wears the watch lives an active lifestyle. Whether that be skating, biking or walking late night. We wanted to increase visibility and add a modern twist to the overall feel of the watch.
The 36mm case is slightly smaller than your typical watch but very popular in Japan. Do you see this smaller size being adopted by other markets?
Japan is very ahead of the curve in terms of fashion and ingenuity. We feel that the MK1 is a classic watch that is durable and makes sense with our brand and customer.
Timex has been around since 1854, how do see the brand being relevant to today's streetwear style?
Timex is reaching out to great people to collaborate with along with updating classic pieces which are two great ways to remain relevant. It's always cool to see brands with a great history of craftsmanship bring their expertise together with another brand that speaks directly to today's consumer. We are honored that we have been selected to work on a watch with you.
