May 10: A watchmaking brand Timex Group and Adidas has signed a new global licensing agreement for watches, as both the brands announced the same earlier on Thursday. Timex Group will be responsible for designing, manufacturing and distributing watches under the Adidas Originals brand.

The collection will be distributed worldwide as the first collection of watches will hit the market in Spring 2022. The new agreement aims to blend Adidas Originals’ street culture inspiration with the design expertise of Timex Group.

Also, Adidas is aiming to keep its commitment towards sustainability. The collection will be available across Adidas owned stores, affiliates and e-commerce, and through Timex Group’s global distribution network.

Also read: H&M announces partnership with filmmaker Maisie Williams; aims to encourage sustainable fashion

Operating a dedicated luxury division in Switzerland, Timex produces watches for several renowned labels such as Salvatore Ferragamo, Versace, and Furla.

Tobias Reiss-Schmidt, president and CEO of Timex Group said, “We could not be more excited to welcome Adidas into our portfolio of brands. There are few truly iconic brands, and Adidas, with its rich history and authentic style, is at the very top of the list. We see a strong and increasing interest in watches among young millennials and GenZ, and we look forward to introducing our Adidas Originals watch collection to this next generation of consumers.”

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