Worn & Wound
Armitron’s First Major Rebrand in 50 Years: Beyond Fashion Watches?
Regardless of what’s in your collection now, we all had a piece that acted as a gateway drug – the one that first sunk the horology hook in. Maybe your fondest early wristwatch memories are illuminated in Timex Indiglo? Perhaps they take the shape of a Casio G-SHOCK? Could it have been an analog Armitron with one of the Looney Toons characters on the dial? Maybe your dad bought you a bogus Rolex “Pepsi” GMT on Canal Street and threw it on a rubber strap so you could wear it as a 7 year old, and maybe someone stole it out of your duffle bag at Tae Kwon Do and you’re still not fully over the loss at 37? Most of the manufacturers that helped us originally fall in love with wristwatches have found creative ways to grow with us and to evolve as watch collecting has shifted into the mainstream. Timex currently boasts a respectable line of vintage-inspired, entry level watches – including a few collaborative pieces with Worn & Wound that we, of course, think are fantastic. G-SHOCK has managed to stay exceptionally relevant via hyped celebrity collabs with the likes of John Mayer and Ed Sheeran. As for Armitron, they’ve maintained a comfortable station as a producer of affordable fashion watches that are generally sold at big box stores, and while their line has consistently included a few playful heritage pieces that hint at the potential for more, they’ve never really been a part of the conversation for enthusiasts. However, that might be changing as Armitron h...
