Timex Partners With UFC Fighter Ian Machado Garry For Octagon-Inspired Watches

Timex toughens up its watch game with a collaboration with the controversial UFC fighter.

Timex watches are famously made to “take a licking and keep on ticking,” but that term takes on a whole new meaning when it comes to partnering with the UFC. The American watchmaker just debuted three tough new digital timepieces that are endorsed by rising Irish fighter Ian Machado Garry.

Garry, Timex’s latest athlete ambassador, is perhaps known as much for his war of words with fellow UFC heel Colby Covington and other social media beefs as his unbeaten 14-0 record and top-7 UFC welterweight ranking.

The 45mm UFC King in particular, with a design that can be dressed up or dressed down, boasts a distinctive case shape “meticulously crafted in the shape of the UFC Octagon,” Timex noted.

Garry appears in imagery for the campaign sporting the UFC King and other Timex watches alongside a crisply tailored grey suit, and its crystal-encrusted bezel and triple-chronograph functionality manage to stand out nicely.

The digital display of the UFC Rumble also nods to the UFC Octagon, with the black dial standing out in eye-catching fashion against a red polyurethane strap.

The timepieces are a change of pace from, say, a Huckberry x Timex titanium field watch, yet different specs still yield that same famously tough DNA.

Each watch spotlights both the Timex and UFC logos, a nod to the long-running Northeast company’s role as the first-ever Official Timekeeper and Watch Partner of UFC.

The Rush Watch also stands out in dependable fashion in any wrist game rotation, featuring a “robust and masculine build that keeps up with your every move,” Timex said.

The King is perhaps the star of the show, available in a black-and-two-tone build as well as a black-and-silver tone design (and again, it appears to be star fighter Garry’s watch of choice).

Of the Timex UFC King timepiece, the watchmaker noted it “provides comfort and makes a bold statement about your passion for the sport.”

Passion is surely in no short supply when it comes time to step into the ring, and these affordable, highly durable Timex watches seem to back up that sentiment in assertive fashion.