One of the most memorable, and successful, watch advertising campaigns was the one featuring John Cameron Swayze for Timex. These ads showed Timexes being torture-tested, and at the end Swayze would show the watch was no worse for wear, concluding with, “It takes a licking and keeps on ticking.”
Today, most people wouldn’t dream of torturing their luxury sports watches, but the reality is that these watches are tested to extremes so they can be relied upon to survive just about anything they are put through. A high-quality luxury sports watch can take what you dish out, and it is tough and good-looking enough to go from the gym to the office and then out to dinner.
This versatility is an underappreciated commodity in today’s watch world, as so many watches are specialized for one purpose, but it’s nice to wear a watch that you don’t have to worry about, no matter what you do.
