Replace 6/17: Final Monday at 11 a.m. EST, Noah and Timex dropped a dainty gold-tone gown watch. It price round $200, and bought out in round as many seconds; by 11:05 the whole run was gone. Individuals on the web weren’t blissful. Should you have been certainly one of them, we bear excellent news…type of. Earlier this morning, the NYC-based model despatched out an e mail alerting prospects that the watch is now accessible to pre-order, although you may have to attend till April 2025—2025!—to get one. Add your self to the listing right here, or snag the very good-looking gown watch (at a really good-looking markup) by way of StockX.
In 2024, the one model rule price adhering to is to put on what makes you’re feeling good, whether or not that’s a pinstriped double-breasted energy swimsuit or a pair of shimmering gold pants. When unsure, although, the Previous Cash aesthetic is kind of assured to give you one thing that appears and feels good, particularly in the summertime. Outlined by a mixture of sporty nation membership staples like polos and boat sneakers, and basic American tailoring items like Oxford shirts and soft-shouldered navy blazers, the look has been embraced (and tailored) by among the most fashionable of us on the planet for greater than 50 years. The most recent addition to the style? A brand new watch launched by Timex and Noah, which seems like one thing Gordon Gekko may’ve worn however prices simply $198.
Noah was based by husband-and-wife duo Brendon Babenzien & Estelle Bailey-Babenzien, the previous of whom served because the design chief of Supreme for greater than a decade earlier than J.Crew tapped him to guide the model’s post-pandemic renaissance. Because the product of a label that Babenzien created in his personal picture (suppose: ‘90s skate tradition meets ‘80s preppy, with a Twenty first-century emphasis on sustainability), the brand new watch is a quintessential Noah joint.
“We needed this mannequin to have the look of a household heirloom watch: a design that’s timeless,” Babenzien tells GQ by way of e mail. To wit, a gold-tone stepped rectangular case styled after early Twentieth-century icons just like the Cartier Tank and Jaeger-LeCoultre Reverso (each canonical items within the outdated cash wardrobe) and a really Nineteen Eighties croc-embossed (and eco-friendly!) leather-based strap. The crisp white dial is an equally potent instance of horological classicism, with Roman numerals, a railroad minute monitor, and a moon part window displaying a rotating solar, moon, and stars. Then, in fact, there’s the refined however unmissable Noah brand instead of the numeral III, a streetwear-inspired contact that instantly identifies this as a product of Babenzien’s prolific oeuvre.
The principle distinction between the Noah x Timex “Tank” and the basic gold timepieces on which it’s based mostly (except for the dearth of any precise gold) is that the Timex is pushed by a quartz (i.e. battery-powered) motion, versus one constructed from a bunch of tiny gears and comes. This makes it each extra sturdy and extra reasonably priced, a key profit in Babenzien’s view. “We actually really feel {that a} great-looking, elegant watch doesn’t should be costly,” he says. “If you cease and give it some thought, watches have turn out to be funding items for a lot of. However for us, what provides actual worth to a timepiece is the place it’s been and what the wearer has skilled. The fantastic thing about this mannequin is that, regardless of its refinement, it’s hardy sufficient for on a regular basis put on.”
It’s additionally uniquely suited to an enormous vary of matches, from contrast-collar gown shirts and linen trousers to knit polos and pleated shorts—or no matter else you’re feeling good on this summer time.
