Timex x seconde/seconde/: #IYKYK And If You Don't, That's Fine TooUpdated 18 hours ago

This drop continues the ongoing #IYKYK collaboration between Timex and seconde/seconde/ initiated in 2023; an offbeat series that blurs the line between inside joke and iconic design.

Every good series deserves a prequel and a sequel

It's no secret that the color combos found on watch dials and bezels have coined their own nicknames over the years — or is it? In a play on this, French creative Romaric André, known as seconde/seconde/, has injected a dose of fun and freshness into our iconic Q Timex.

This drop continues the ongoing #IYKYK collaboration between Timex and seconde/seconde/ initiated in 2023; an offbeat series that blurs the line between inside joke and iconic design. “Every good series deserves a prequel and a sequel,” shares André. For those fluent in bezel nicknames, the hidden reference in each design will be instantly clear...and all the more satisfying.

It's Not Easy Being...You Know The Rest

At first glance, each watch is your typical Q Timex—complete with a stainless-steel case and bracelet, rotating bezel, luminous dial markings, and domed acrylic crystal— but take a closer look, and you’ll notice a customized second hand that playfully nods to the color variation on the dial and bezel. We could spell it all out for you, but we’ll let you connect the dots.

Tiny. Blue. Mischievous. Sound Familiar?

This subtly cryptic connection between design elements taps into the enigmatic sentiment of #IYKYK; a statement that treads the fine line between inclusivity and exclusivity. But rest assured, it’s not all that deep. In fact, it’s quite the opposite. Even if you don’t know, that’s not a big deal...you’ll still do great in life, most likely.

READ THE Q&A:
Q: You’ve mentioned that “Every good series deserves a prequel and a sequel.” Can you elaborate on this and how it connects to the watches in this drop?

A: "Two years ago when we launched this series, only six episodes could 'make the cut' out of the brainstorm we had. We were confident about this whole series, but you never know in advance what the actual response of the audience will be, and we had to make a selection. Since this series was a success, it makes you go back to those ideas that did not make it, and you can now tell them 'you thought you were left aside, but now you actually have the opportunity to open and close the show.' I have a sweet spot for 'second chance' stories…I somewhat can relate to those."

Q: Do you remember the first time you learned about bezel and dial nicknames? What was your reaction?
A: "I think I was kind of acting like a sociologist, thinking to myself, 'well, those nicknames are just another piece of proof that every community needs to come up with its own vocabulary'. A vocabulary that has many purposes. A glue that sticks the community together; almost like a flag or a passport that let's you know who’s in or who’s not. Also an 'easy-to-get-visa': something cool to teach outsiders so they can become insiders in a second."

Q: Is there a particular reaction you hope to get from someone who gets the reference right away? 
A: "Basically, I see those watches as a community-accelerator…They are some sort of 'watch virus carriers' that have the ability to be a conversation starter, to open a door, and to 'pass on the bug'. Just to know that my watches can be the spark for a convo (even a small one) is already a win to me."

Q: Can you provide a quote about your design process?
A: "My design process is to not stick to any design process. And I promised myself to stick to it."

Read More:

https://timex.com/blogs/the-timex-blog/timex-x-seconde-seconde-iykyk-and-if-you-dont-thats-fine-too