August 24, 2025
A Witty Homage to Horological Icons
The intersection of accessible watchmaking and high-horology culture is where the collaboration between Timex and French artist seconde/seconde/ truly thrives. Their “IYKYK” series, which first captivated collectors in 2023, returns with a clever expansion. The collection’s genius lies in its playful tribute to the unofficial, yet legendary, nicknames bestowed upon iconic luxury watches. This latest release introduces the vibrant blue “Smurf” edition, a charming nod to the revered solid white gold Rolex Submariner Ref. 116619LB. Without ever mentioning the Swiss giant, the design communicates directly to the enthusiast community, celebrating a shared language and passion. This clever execution has cemented the collection’s status as a modern classic, embodying the idea that true appreciation for horology can be expressed with both reverence and a sense of humor, making it a celebrated phenomenon.
The Art of the ‘Smurf’: Design Nuances and Mechanics
At the heart of this timepiece’s charm is its bespoke seconds hand—a whimsical red-and-white mushroom that glides around the dial. This single element transforms the watch from a simple homage into a piece of wearable art. The design is built upon the celebrated Q Timex platform, featuring a 38mm angular stainless steel case, a domed acrylic crystal, and a rich, entirely blue bidirectional bezel. However, a significant mechanical upgrade sets this limited edition apart. Instead of a standard quartz movement, it houses the Seiko Caliber VH31. This masterful choice provides a sweeping seconds hand that ticks four times per second, emulating the graceful motion of a mechanical movement. This detail elevates the entire viewing experience, lending a surprising layer of sophistication to its otherwise playful demeanor and making it a standout piece in its category.
An Accessible Masterstroke for the Modern Collector
Beyond its clever concept, the Timex x seconde/seconde/ ‘Smurf’ represents an exceptional value proposition for collectors at every level. The decision to feature a symmetrical time-only display, omitting the day-date function, appeals to design purists by creating a clean, balanced dial that allows the unique seconds hand to take center stage. This watch cleverly democratizes an insider’s joke within the watch world, offering a tangible piece of that culture at an accessible price point. It serves as the perfect complement to a serious collection—a lighthearted weekend timepiece that doesn’t compromise on thoughtful design. For enthusiasts who appreciate the lore behind the world’s most famous watches, this limited edition of 1,075 pieces is an irresistible and intelligent addition, proving that horological fun can also be incredibly well-executed.
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