For years, Aston Martin has been the car brand tied to luxury, speed, and that unmistakable British style—think sleek lines, powerful engines, and a connection to James Bond that goes back decades. Fans of the marque know it best for those high-end sports cars that turn heads on the road. But like many big auto names, Aston Martin has dipped into the watch world before, teaming up with top-tier makers to create timepieces that match the prestige of their vehicles.
In the past, the company worked with brands like TAG Heuer and Jaeger-LeCoultre. More recently, Girard-Perregaux became the official partner, even sponsoring the Aston Martin Formula 1 team. Those collaborations produced some seriously upscale watches—beautiful, precise, and priced to match the kind of buyer who might actually own one of the cars.
That's why the latest move from Aston Martin caught a lot of people off guard. Instead of sticking with another high-end Swiss watchmaker, the company decided to launch its own line of watches through a partnership with Timex. Yes, Timex—the brand known for reliable, everyday watches that won't break the bank.
Timex has been around forever, making tough, practical timepieces, but what many folks don't realize is that they also handle production for licensed watches from big fashion names like Versace or Salvatore Ferragamo. Those designer pieces often carry higher labels, but Timex is behind the manufacturing. This time, though, Aston Martin was open about the deal. The two companies issued a joint announcement about teaming up.
Image credit: Goldsmiths
Now that the watches have started showing up—especially in places like the UK—the collection is out there for anyone to check out. Prices run from as low as around £99 (that's roughly $132) up to £550 (about $736). A UK retailer called Goldsmiths seems to have the widest selection available online right now.
A good chunk of the lineup ties into the Aston Martin Aramco Formula 1 team. Seven of the cheaper models carry that branding, pulling in the team's colors: classic British racing green mixed with bright highlighter yellow accents. These are all quartz watches, meaning they're battery-powered for accuracy and low maintenance.
One of the entry-level options is a 40mm watch with a resin case, a rotating bezel, and 100 meters of water resistance. It has a strong resemblance to the TAG Heuer Formula 1 series—even has "Formula One" printed right on the dial. There are also several chronograph versions, which are stopwatches built in. These come in bigger sizes—43mm, 44mm, and even 46mm—with choices like silicone straps or a NATO-style band. If someone's put off by the steep price of a real TAG Heuer Formula 1, which can hit $1,850, these Aston-branded ones offer a similar look for closer to $130.
Stepping away from the F1-themed pieces, there's a standout model that might be the sharpest in the bunch. It's a 40mm quartz watch with a silver dial that has a honeycomb pattern, paired with a black rubber strap that integrates right into the case. The design draws clear inspiration from higher-end watches like the Patek Philippe Aquanaut or even elements of the Rolex Explorer II. At about £180 ($240), it's the kind of piece that looks far more expensive than it is. Some might argue it would get even more attention if it just carried the Timex name without the Aston Martin badge, since expectations run high with that luxury car association.
Other highlights include a 41mm GMT watch priced around £340. GMT models are great for travelers because they track a second time zone—handy for anyone crossing borders often. This one has a bezel that evokes turbine designs, similar to certain Oris watches. Then there's an open-heart automatic at £430, where you can see the mechanical movement working through the dial. It has a retro feel, almost like an old speedometer.
Image credit: Goldsmiths
Timex doesn't hold back on drawing from popular designs, and this collection has plenty of nods to well-known watches. Beyond the Formula 1 style and the Aquanaut-like piece, there are chronographs that echo TAG Heuer looks, and even the top-priced automatic at £550 that takes cues from Richard Mille's bold, skeletal styles.
One design raises eyebrows: a 42mm quartz sports watch for £230 with a black octagonal case, green rubber strap, and yellow seconds hand. It shares a lot of similarities with a past Girard-Perregaux Laureato Absolute Chronograph made for the Aston Martin F1 team. The shapes, colors, and overall vibe are close enough that it feels like a direct nod—or maybe more.
Looking at the whole range, these watches stand out as better quality than many licensed pieces Timex produces for other brands. Still, they don't quite match some of the stronger models Timex makes under its own name these days. You don't get that full Aston Martin luxury feel—the kind of refinement tied to the cars or the pricier Girard-Perregaux partnerships.
But here's where it makes sense: the low prices open the door for a lot more people to own something with the Aston Martin name. For fans who love the brand but can't swing a car—or even one of those high-dollar watches—this line lets them wear a bit of that heritage every day. It's practical, durable stuff that brings the racing green and wings logo to the wrist without needing a huge budget.
One example from the specs sheet is a 41mm quartz GMT model with 100m water resistance, listed at around $375 in some markets. Solid features for the money.
In the end, this partnership shakes things up. It trades pure luxury for accessibility, giving everyday guys a chance to connect with a legendary brand. Whether it's a daily driver on the wrist or something to wear while watching F1 races, these watches deliver value and a touch of that Aston Martin spirit—without the hefty price tag that usually comes with it.
