Timex Ironman One GPS+
Timex’ smartwatch approach
Timex is the main brand of Timex Group, one of the largest watch conglomerates in the world. Headquartered in the Netherlands, it is Norwegian-owned and has important operations in the US, Switzerland, and many other countries.
Technological innovation is at the heart of Timex. The company has been working on new watch technologies for decades. In 1994, it launched a “PDA-like” watch called Datalink in cooperation with Microsoft. This is considered the first watch capable of downloading information such as addresses from a computer.
Based on various previous watches with integrated sensors for athletes, Timex will launch its first smartwatch at the end of 2014: the Ironman One GPS+. This is a watch with integrated mobile phone technology. It usesQualcomm’s Mirasol display technology, and has a battery time of 8 hours (3 days without GPS).
Timex’ business model
Timex-branded watches are sold in 30,000 retail outlets in almost 100 countries around the world. While most watches are targeted at the low price range (below USD 100.-, sold in places like Walmart), there are watches positioned at a more premium segment.
The Ironman One GPS+ will be priced at around USD 400.-. In the US, this price includes a one-year data plan with AT&T.
Evaluation of Timex by Smartwatch Group
There is no other company that sells more watches in the US than Timex. Priced at the lower end of the segment, this company potentially has a lot to loose from future smartwatches.
With the launch of the Ironman One GPS+ watch, Timex proves that it wants to be a driver of smartwatch technologies. Standalone functionality of this watch will be handy for athletes, as many prefer to leave their mobile phone at home for practice. Expect a future version of this watch with integrated heart rate monitoring (similar as Adidas‘ product), as well as more sophisticated personal safety features.
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