1960s:
The Timex brand name became a household word during the 1960s. Having completely conquered the low-priced market, the company upgraded and diversified its product line. It introduced the "Cavatina," its first women's brand in 1959 and with it, a revolutionary merchandising concept: the watch as an impulse item. For the price of one expensive watch, women could buy several Timex watches to match different occasions or ensembles. Technological advances allowed the company to offer a wide range of products, including the first low-priced electric watches for men and women, as well as several other, inexpensive jeweled models. Still another improved watch movement, introduced in 1961, served as the cornerstone for an extraordinary array of men's wristwatches.