Timex Todd Snyder: The duo’s latest watch is a tribute to the designer’s famous showcase in New York
235 W Broadway holds a special place in the hearts of lovers of classic menswear. By the end of the years, it was the crown jewel of the J.Crew empire of Ludlow suits, chambray shirts and Red Wing boots, and a veritable Mecca for guys who coveted them. The former location of a former TriBeCa liquor store, its original neon sign and faded gold lettering provided the perfect backdrop for the brand’s new take on Americana. Among the key players who made the Liquor Store a fashion landmark and, by extension, made J.Crew the coolest mall brand on the planet? Todd Snyder. (Yes, that Todd Snyder.) So a few years ago, when the space came up for rent, the designer jumped at the chance to bring the Liquor Store back to life.
Today, The Liquor Store is one of Snyder’s two New York boutiques and remains a destination for anyone in New York looking to embrace his overarching vision of American sportswear. As of this morning, it’s also where you’ll find Snyder’s latest collaboration with Timex, an updated version of the Marlin dedicated to Snyder’s favorite slice of lower Manhattan real estate.
In its mix of mid-century details, modern dimensions and everyday portability, The Timex Liquor Store After Dark is Todd Snyder’s textbook. It is also, says the designer, inspired by the Liquor Store itself – or more precisely, the customers who frequented it in its Mad Men-era heyday. It’s not hard to imagine its gold numerals and black dial adorning the wrist of a bright-eyed young advertising executive heading to a job interview or the local watering hole for a three-martini lunch.
Watches from the 60s tend to be smaller than most watches today – 34mm cases were the norm back then – but the Liquor Store After Dark increases the dimensions up to 38mm for a more modern look. Finished with a gray textile and leather strap (a sneaky nod to the ubiquitous gray flannel suit, perhaps?) and a Japanese automatic movement, it fits right in alongside Snyder’s collection of reimagined classics. More than that, though, it’s a worthy tribute to a piece of New York fashion history. A hair above $250, what more could you ask for?
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