Having started out as the Waterbury Clock Company in 1854, Timex has been at the forefront of watchmaking for over 160 years, counting the development of one of the world’s first wristwatches (purpose-built for the American military during World War I) and the advent of inexpensive yet durable timepieces among its many achievements.

Much like the watches it continues to produce, the company itself is remarkably resilient, having been through several name changes, as well as its fair share of economic peaks and troughs. Today, with a headquarters nestled in the small town of Middlebury, Connecticut and satellite offices that span the globe, the brand continues to craft clean, hard wearing designs at competitive prices.

To celebrate the launch of the American brand’s new Weekender collection, we tapped photographer and London-based influencer Jonathan Daniel Pryce to shoot our edit of the range, taking to our favourite East London studio to show just how versatile this timepiece is.

The Weekender Collection

A range of unfussy timepieces featuring interchangeable straps, the Weekender collection – debuting in the UK for spring/summer 2015 – offers a series of styles so broad that if you don’t find a smart-casual watch to suit you here, you’ll be hard pushed to elsewhere.

Comprising plain colour, striped and patterned straps, the range caters to everyone – from the Saturday morning café dweller to the Sunday afternoon pub-frequenter.

Strap Swapping

The ability to quickly and easily switch straps means you essentially get several watch styles out of just one purchase, allowing you to change its look and feel instantly to match with the rest of your look – whether you’re rocking up to a late night gig or hotfooting it to your local for the love of the game.

If you’re stumped on strap swapping, have a look at the brand’s instructional YouTube video which shows just how painless the whole process is: