Fashion

Timex’s 170th-anniversary collaborations are a good example of how brands with a long legacy and iconic products can breathe freshness into their catalog over time. Timex is continuing to sell original versions of its signature watches, including the Waterbury and the Ironman, while working with outside partners on limited editions of those models to create marketable moments. It’s a similar strategy to those employed by other brands with a storied heritage, like Levi’s, which last year collaborated with younger streetwear brands like Stussy and Junya Watanabe on versions of its classic 501 jeans.