Timex

Enabling the brand legacy

Timex

Services

UI Design
UX Design
Digital Design
Branding
E-commerce Design
Art Direction
Concept

Solution

Shopify

Live site

Over the past two years, our collaboration with Timex has focused on expressing more of the brand’s inherent value. As a strategic design partner, we're continously shaping an e-commerce experience with greater clarity, character, and confidence. Building on Timex’s heritage and product offering, the work centered on elevating storytelling and helping customers better understand craftsmanship, context, and choice, especially across product and collection pages.

Background

Timex is one of the most enduring names in watchmaking, with roots dating back to 1854 and the Waterbury Clock Company in Connecticut. From the start, the brand was built on a simple but powerful idea: that reliable timekeeping should be accessible to everyone, not just a luxury few. By pioneering efficient production methods, Timex helped bring affordable watches to a mass audience.

This belief has remained at the core of the brand’s mission ever since. Known for creating durable, dependable watches for everyday life, Timex has consistently balanced innovation with accessibility. Today, while the brand has evolved globally, its purpose remains unchanged: to make well-crafted, reliable timepieces designed for real people and real-world use.

Objectives

Uncover and activate the brand’s DNA - Extract the essence of Timex, its heritage, craftsmanship and cultural relevance, and make it visible, tangible and consistent across the entire experience.
Transform products into brand expression - Present each watch not just as a product, but as a reflection of the brand’s identity, where story, design and purpose come together.
Turn product detail into a guided, narrative experience - Combine storytelling with intuitive product guidance to help customers understand, configure and connect with each watch with confidence.
Drive growth through clarity and connection - Increase conversion, average order value and product discovery by making the catalogue easier to navigate and the brand more meaningful to engage with.

“What stands out for me about Grebban is their ability to balance creativity with commercial performance, resulting in work that is not only visually compelling but grounded in a seamless customer journey.”

— Kimberley Correia Hunt, Global Senior Vice President at Timex Group

“We selected Grebban for their strength at the intersection of design, commerce, and brand storytelling. They’ve truly become an extension of our team. Over time, the relationship has evolved into a genuine collaboration built on trust, shared objectives, and the ability to move faster with greater confidence.”

— Kimberley Correia Hunt, Global Senior Vice President at Timex Group

Enabling the experience

What made this transformation possible was our approach to uncovering, not inventing.

Instead of layering on new ideas, we worked closely with Timex to extract what was already there. Just not yet told. Through workshops, deep dives and continuous iteration, we identified the elements that define the brand at its best. Its heritage, its collaborations, its attention to detail. Then we translated that into a digital experience that feels as considered as the products themselves.

This shared process built both alignment and momentum. It allowed us to challenge existing structures while staying anchored in something authentic. Every decision, from interaction design to content framework, was guided by the same intent. Bring clarity to complexity and give the brand room to express itself fully.

Technology played a key role in enabling this. A modular and flexible system gave us the foundation to support a growing catalogue and a constant flow of new releases. But more importantly, it allowed storytelling, configuration and discovery to work together seamlessly.

The result is an experience that feels alive. And tru to the Timex DNA. One where customers are guided, inspired and confident in their choices. And where Timex’s DNA is no longer hidden in the background, but actively shaping every customer experience.

Looking Ahead

What lies ahead is not just a continuation, but an acceleration of how we grow together.

We have moved beyond a traditional setup into a truly joint team, where collaboration is continuous and momentum is shared. That foundation allows us to adapt faster, think bigger, and unlock new opportunities as they emerge.

Our focus going forward is simple: keep building, keep challenging, and keep evolving together. By combining Timex’s brand ambition with our ongoing partnership and execution, we are set up not just to respond to the future, but to shape it.

This is where we flourish. Not as client and agency, but as one team moving forward with shared purpose and mission!