January 6, 2026·
post
You see, Timex is trying to pull a Seiko.
You see, Timex is trying to pull a Seiko.
Seiko started accessible.
But it earned its way up.
Unlike Seiko, Timex was not able to build a ladder customers could climb.
There was no: Affordable Timex → Serious Timex → Elite Timex.
Same brand DNA. Different altitude.
If you expect customers to move up within your brand,
you must upgrade the service experience at higher price points.
That’s why Seiko could move up without breaking trust.
Timex continues with:
- Same service model.
- Same depreciation logic.
- Same “can’t repair, take voucher” reflex.
Different product categories, same keep-it-cheap mindset.
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