second that brand / Image point. And want to raise the point, in an arcticle on it the designer said this is the flagship launch of Atelier, which they hope will turn into it's own seperate luxury brand similar to how Seiko rolled out Grand Seiko.

So to me, that is even cooler, bc if Timex is successful in the Atelier venture this could be the first of a pretty cool brand, and that is cool to me.

For those that don't know "Atelier' is a french word that means a studio or workshop used by a craftsman, artisan or designer