Timex Group and Aston Martin forge luxury watch and jewellery collaboration

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has unveiled an exclusive partnership with , marking a significant expansion of the British luxury automotive brand into high-end watchmaking and jewellery. Announced at the Timex Group Global Summit in Abu Dhabi, the collaboration aims to blend Aston Martin’s signature design aesthetics with Timex Group’s expertise in horology, creating a new line of luxury watches and jewellery for a global audience.

What Does the Timex and Aston Martin Partnership Mean for Luxury Watch Enthusiasts?

This strategic alliance signifies Aston Martin’s commitment to brand diversification, leveraging its presence in the automotive and motorsports industries to extend its appeal into the world of luxury accessories. Under this long-term licensing agreement, Timex Group will design, manufacture, and distribute Aston Martin-branded watches and jewellery, reflecting the automaker’s legacy of precision, craftsmanship, and performance.

Timex Group and Aston Martin join forces for an exclusive luxury watch and jewellery collection.
Timex Group and Aston Martin join forces for an exclusive luxury watch and jewellery collection. Photo courtesy of PRNewswire/Timex.

The collection will be released under both the Aston Martin and brands, seamlessly integrating elements of British luxury and motorsport heritage. The designs will incorporate iconic features such as the Aston Martin wings emblem and the marque’s signature Racing Green colour, ensuring a bold yet refined aesthetic that resonates with both watch enthusiasts and motorsport fans.

Why Is This Collaboration a Game-Changer in the Luxury Timepiece Market?

The partnership between Timex Group and Aston Martin brings together two brands that are synonymous with engineering excellence and innovation. While Timex Group has a legacy of creating high-quality, accessible timepieces, its move into the premium automotive-inspired watch segment aligns with a growing trend of luxury car brands entering the horology market.

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Timex Group CEO Tobias Reiss-Schmidt highlighted the importance of this collaboration, stating, “Aston Martin’s rich heritage gives us an unparalleled opportunity to create new icons in watches and jewellery. The brand’s growing presence in Formula One has introduced it to a wider global audience, and we are excited to translate that momentum into our collections.”

Stefano Saporetti, Director of Brand Diversification at Aston Martin, echoed these sentiments, emphasizing the brand’s long-term vision for luxury expansion. “Partnering with Timex Group allows us to enhance our presence in the high-end accessories market while staying true to our core values of craftsmanship and innovation.”

How Will the Aston Martin Watch Collection Stand Out?

The Timex Group and Aston Martin watch collection is set to distinguish itself through cutting-edge design, premium materials, and meticulous craftsmanship. The timepieces will reflect Aston Martin’s reputation for sleek, aerodynamic aesthetics, mirroring elements found in the brand’s iconic supercars. High-end materials such as carbon fibre, titanium, and sapphire crystal are expected to be incorporated, reinforcing the collection’s luxury appeal.

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Beyond materials, precision engineering will play a central role. Given Aston Martin’s performance-driven philosophy, the watch designs are likely to include advanced chronograph functions, intricate dial detailing, and Swiss-made movements, elevating them to the status of collectible timepieces.

Meanwhile, the jewellery segment will introduce a range of sophisticated, motorsport-inspired accessories, offering an extension of the brand’s identity to a broader lifestyle audience.

Where Can Consumers Purchase the Aston Martin x Timex Collection?

The first collection of Aston Martin and Timex watches and jewellery is scheduled for release in Fall 2025. Consumers will be able to purchase the pieces through:

  • Aston Martin’s official retail outlets and online store
  • Timex Group’s global distribution network
  • Select luxury department stores and authorised retailers worldwide

With a multi-channel distribution strategy, the collaboration aims to cater to automotive aficionados, watch collectors, and luxury fashion consumers alike.

What Does This Mean for the Future of Luxury Automotive Partnerships?

The Aston Martin and Timex Group partnership is indicative of a broader trend where automotive brands are leveraging their heritage beyond and into lifestyle products. Luxury automakers such as Ferrari, Porsche, and Bentley have previously ventured into high-end watch collaborations, but Aston Martin’s approach—partnering with a global watchmaking powerhouse like Timex Group—signals a new level of strategic expansion.

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By blending automotive innovation with horological precision, Aston Martin is reinforcing its position as not just a car manufacturer but a lifestyle brand with influence across multiple luxury segments.

The Start of a New Era for Luxury Watches and Motorsport-Inspired Jewellery

The Timex Group and Aston Martin collaboration marks a bold step into the luxury timepiece and jewellery industry, merging British automotive heritage with Swiss watchmaking excellence. As the collection prepares for its debut in Fall 2025, it is poised to capture the attention of watch collectors, Aston Martin enthusiasts, and Formula One fans worldwide.

With its commitment to craftsmanship, exclusivity, and performance-driven design, this partnership is set to redefine what it means to wear luxury on the wrist.


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