Thanks to a new worldwide licensing deal, the Timex Group will be designing, manufacturing and distributing watches under the Adidas Originals brand name. The first collection is scheduled for release early next year through Adidas’ own stores, franchises and e-commerce as well as through the Timex Group’s sales network. Tobias Reiss-Schmidt, president and CEO of Timex, says that his company sees “a strong and increasing interest in watches among young Millennials and GenZ” and they are the main target group for Adidas Originals products. Headquartered in Middlebury, Connecticut, and employing about 3,000 people, Timex produces watches under the Nautica, Guess, Gc, Ted Baker, Salvatore Ferragamo, Versace, Versus, Missoni and Furla brands as well.