Timex x seconde/seconde/ iykyk

The intersection of accessible watchmaking and avant-garde design often yields interesting, if not always memorable, results. However, when Timex, a titan of American horological history, reunites with the Parisian creative force seconde/seconde/, the outcome is something more deliberate and engaging. The new "iykyk" collection, featuring a prequel and a sequel to their previous collaboration, is a direct nod to the esoteric language of watch collectors. These two watches are built on a foundation of playful secrecy, rewarding those who are fluent in the community's unique dialect of nicknames while remaining perfectly compelling for those who are not.

Timex has long been a cornerstone of the watch industry, establishing a legacy built on durability, accessibility, and mass-market appeal. From the iconic "It takes a licking and keeps on ticking" campaigns of the mid-20th century to its position as a ubiquitous presence on wrists around the globe, the brand has consistently delivered practical and reliable timepieces. Their history is deeply woven into the fabric of American manufacturing and culture, representing a democratic approach to watch ownership that stood in contrast to the exclusive world of Swiss luxury. This heritage gives Timex a unique kind of authenticity, one that is not derived from four-figure price tags but from decades of consistent performance.



In recent years, Timex has adeptly navigated the modern watch landscape by re-engaging with its own history. The re-release of the Q Timex in 2019 was a masterstroke, tapping directly into the burgeoning enthusiasm for 1970s design aesthetics. The Q Timex, with its distinct angular case, woven steel bracelet, and functional battery hatch, was more than just a retro reissue; it was a celebration of an era when quartz technology was revolutionary. Its success proved that there was a significant appetite for well-executed, historically significant designs at an affordable price point, and it quickly became a beloved platform for collectors and a perfect canvas for creative collaborations.

On the other side of this partnership is Romaric André, the individual behind the seconde/seconde/ name. André’s path into the watch world was unconventional. After graduating from business school in France and starting a career in finance, he co-founded Celsius X VI II, an ambitious venture that sought to merge high-end mechanical watchmaking with mobile phone technology. With industry heavyweights like Richard Mille serving as an advisor, the project was innovative but ultimately did not achieve commercial viability. This experience, however, laid the groundwork for his next chapter.

Following the closure of Celsius X VI II, and with the encouragement of his wife, André found his true calling. He began modifying vintage watches, replacing their standard seconds hands with whimsical, often 8-bit-inspired custom designs. This new venture, playfully named seconde/seconde/ (a nod to a "second" chance and the "seconds" hand), was born. Initially selling these unique pieces, his work quickly gained traction, evolving into official collaborations with established brands. André is now one of the most sought-after creative minds in the industry, known for injecting a dose of humor and self-awareness into the often-staid world of horology.



The central premise of the "iykyk" collaboration—an acronym for "if you know, you know"—is built around the unofficial nicknames that watch enthusiasts bestow upon certain color combinations. The watch world is rife with this specialized jargon; a blue and red bezel is a "Pepsi," a black and blue one is a "Batman," and a green-on-green model is a "Hulk." This collaboration takes that insider knowledge and makes it the punchline. The design of each watch is a riddle, with the answer playfully revealed by a customized second hand that makes the reference explicit.

This new release introduces "episode 0" and "episode 7," two concepts that, according to André, were part of the original brainstorming sessions two years prior but didn't make the initial cut. Their revival now serves to open and close the series, acting as a prequel and sequel. As André puts it, "I have a sweet spot for 'second chance' stories…I somewhat can relate to those." This sentiment infuses the project with a personal narrative that mirrors his own professional journey, giving these watches an additional layer of conceptual depth.

First is "episode 0," the prequel, product number TW2Y48200. This watch features a vibrant, cartoon-blue dial and a matching blue rotating bezel. At a quick glance, it's a handsome and sporty diver-style watch. The applied, polished indices are filled with luminous material for low-light visibility, set against a rich blue sunburst dial that plays with the light. The hands are simple polished batons, but the seconds hand immediately draws the eye. Instead of a traditional needle or lollipop, it's a bright red hand tipped with a small, pixelated mushroom graphic. For those "in the know," the combination of an all-blue sports watch and a cartoon mushroom instantly clicks: this is a nod to "The Smurfs," the common nickname for blue-on-blue watches.

Then there is "episode 7," the sequel, product number TW2Y48100. This model presents a more classic, but no less striking, color scheme. It features a deep black dial paired with a bold, bright green rotating bezel. This combination itself is iconic and has been popularized by some of the most famous dive watches in history. Here, too, the seconds hand provides the humorous twist. It is a simple green hand, but instead of a standard counterbalance, it features a small, graphic of a green frog. The reference is clear to any watch fan: a green-bezel, black-dial watch is widely known as the "Kermit." The frog hand is not just a whimsical detail; it is the entire point of the design.



Both watches are built upon the same excellent Q Timex foundation. The case is crafted from stainless steel and measures a versatile 38mm in diameter with a height of 11.5mm. This size is a sweet spot for many, large enough to have presence but compact enough to suit a wide range of wrist sizes. The case finishing is a thoughtful combination of brushed surfaces on the top of the lugs and a high polish along the case sides, creating a dynamic visual texture that belies its accessible price. The angular, C-shaped case design is a direct callback to the 1970s original.

A defining feature of the Q Timex is its integrated-style woven stainless steel bracelet. This is not a typical mesh or Milanese bracelet; its construction features fine, interlocking links that create a comfortable and highly flexible feel on the wrist. The bracelet tapers gently toward the clasp, which is a simple and effective self-adjusting mechanism. This allows the owner to easily resize the bracelet for a perfect fit without the need for special tools, a practical touch that enhances the user experience. The lug width is a standard 18mm, offering some versatility for strap changes, though the bracelet is a core part of the watch's identity.

Protecting the dial on both models is a domed acrylic crystal. While modern watches overwhelmingly use sapphire, the choice of acrylic is a deliberate nod to the vintage source material. Acrylic provides a distinct warmth and distortion at the edges that is highly prized by collectors of vintage pieces. While it is more susceptible to scratches than sapphire, minor scuffs can often be easily polished out, adding to the watch's character over time. It is a choice that prioritizes aesthetic authenticity over pure material performance.

The dial markings on both the blue and black versions are clear and functional. Polished, applied markers are used for the hours, each filled with a luminous compound, along with a printed minute track at the periphery. A day-date window is present at the 3 o'clock position, adding a practical complication for daily wear. The rotating bezel is unidirectional and serves as a simple timer, a hallmark of the diver-style aesthetic.



At the heart of each watch beats a reliable quartz analog movement. This is in keeping with the original Q Timex, which was named for its then-revolutionary quartz technology. The choice of a quartz movement ensures accuracy, reliability, and minimal maintenance, with power supplied by a common SR920SW battery. In a charmingly retro feature, the solid stainless steel case back includes a functional battery hatch, allowing the owner to perform a simple battery change with just a coin, just as they would have in the 1970s. This feature reinforces the watch's tool-like, user-friendly design ethos.

The case back of each watch is also engraved with a unique edition number, signaling that these are part of a special, limited run. While not a numbered limited edition in the strictest sense, the unique marking adds a touch of exclusivity to each piece. Both models also feature a water resistance rating of 50meters. This makes them suitable for everyday exposure to water, such as hand washing or light swimming, but they are not intended for more serious water activities like snorkeling or diving.

The true genius of this collaboration lies in its dual-layered appeal. For the seasoned watch collector, it is an object of wit and self-reference. It’s a watch that demonstrates an understanding of the culture surrounding the hobby. Owning one is like being part of a secret club, and the customized seconds hand is the wink and a nod that confirms your membership. It allows someone with a collection of serious, high-end timepieces to wear something fun and unpretentious without sacrificing horological credibility.

For the person who knows nothing about watch nicknames, the appeal is more direct but no less valid. They simply see a well-designed, retro-styled watch from a trusted brand with a quirky and unexpected detail. A frog or a mushroom on a seconds hand is a conversation starter, a small pop of personality on the wrist. The watch works on this surface level, offering a unique aesthetic that stands out from the crowd. This ability to satisfy both the aficionado and the casual buyer is the hallmark of a truly successful design.



Ultimately, the Timex x seconde/seconde/ "iykyk" watches are a celebration of the fun side of watch collecting. They gently poke fun at the community's own esoteric tendencies while simultaneously paying homage to them. They serve as a reminder that watches can be sources of joy and personality, not just instruments for telling time or objects of serious study. The "second chance" narrative from Romaric André adds a final, poignant layer, turning these fun objects into symbols of creative resilience.

The Timex x seconde/seconde/ "iykyk" Episode 0 (Blue) and Episode 7 (Green) are available for purchase directly from the Timex website. Priced at a highly accessible $249, they represent a compelling proposition for anyone looking to add a piece with personality and a great backstory to their collection. Given the success of the previous collaboration and the fervent following of both Timex's reissues and seconde/seconde/'s projects, these models are expected to be in high demand and are likely to sell out quickly.

episode 7

Case: Stainless Steel construction with a brushed/polished finish; 38 mm diameter, 11.5 mm height; Domed acrylic crystal; Water resistant to 50 meters.

Movement: Quartz Analog; SR920SW battery type.

Dial: Black with full luminous markers.

Strap: Stainless Steel woven bracelet; 18 mm lug width; Clasp (Self-Adjust).

Price: $249

Reference Number: TW2Y48100

Notes: Features a custom green frog seconds hand, a nod to the "Kermit" nickname. Case back includes a functional battery hatch and is engraved with a unique edition number.



episode 0

Case: Stainless Steel construction with a brushed/polished finish; 38 mm diameter, 11.5 mm height; Domed acrylic crystal; Water resistant to 50 meters.

Movement: Quartz Analog; SR920SW battery type.

Dial: Blue with full luminous markers.

Strap: Stainless Steel woven bracelet; 18 mm lug width; Clasp (Self-Adjust).

Price: $249

Reference Number: TW2Y48200

Notes: Features a custom mushroom seconds hand, a nod to the "Smurf" nickname. Case back includes a functional battery hatch and is engraved with a unique edition number.