Timex Group USA, Inc. is an American watchmaking company founded in 1854 as the Waterbury Clock Company in Waterbury, Connecticut. Originally known for producing affordable clocks, the company transitioned to wristwatches in the early 20th century. In 1944, the company was renamed to United States Time Corporation, and later became Timex Corporation in 1969. Timex gained prominence in the 1950s through its “Takes a licking and keeps on ticking” advertising campaign, which demonstrated the durability of their watches through various extreme conditions. The company revolutionized the watch industry by introducing the V-conic, an innovative and cost-effective timekeeping movement, making watches more accessible to the mass market. Throughout its history, Timex has introduced several notable innovations, including the first sports watch (Timex Ironman) in 1986 and the Indiglo night-light technology in 1992. The company has maintained its position in the affordable watch segment while expanding into fashion watches through partnerships with designers and brands. Today, Timex Group operates globally, producing watches under various brands including Timex, Nautica, Guess, GC, Salvatore Ferragamo, and Versace. The company maintains its headquarters in Middlebury, Connecticut, and continues to be one of the largest watch manufacturers in the world.