New Timex Giorgio Galli S2 Automatic – A Thousand Dollar Timex?

The new Timex Giorgio Galli S2 Automatic costs $975 plus tax. That’s a major if not laughable step-up for a brand known for watches that sell for $40 and under (no commission on links). The American-assembled America Documents (favorably reviewed here) was pushing it at $500. This?

The Timex Giorgio Galli S2 Automatic represents the brand’s attempts to get some of that sweet, sweet Swiss-made high-end horological profiteering. An understandable if brand-defiling motivation, but what justifies the price?

HoDinkee reckons the Timex Giorgio Galli S2 Automatic “brings forward all of the designer’s core sensibilities and clarity of vision.” In other words, it’s not ugly. As a die-hard minimalist who admires Mr. Galli’s handiwork, I can’t argue the point.

In fact, the Goldilocks-sized Timex (38mm) takes unobjectionality to a new level. Other than the word Timex on the dial, as the Beatles might have said, there’s nothing to get hung about.

Giorgio takes credit at the bottom of the steel rehaut with a subtle engraving, along with a prideful proclamation that the watch is Swiss made.

Let’s pause to consider what “Swiss Made” means these days: the movement must be cased in Switzerland. At least 50 percent of the movement’s value must come from Switzerland, and 60 percent of its total production cost.

How great is that? More importantly, how important is that to a potential watch buyer stumping-up a grand for the distinction?

The Timex Giorgio Galli S2 Automatic is powered by a Swiss Sellita SW200-1 movement (the balance wheels are Asian.) And there it is, in all its unadorned not-to-say meh glory.

The SW200-1 movement comes in four grades, with COSC certification topping the hit parade. Timex ain’t sayin’, but what’s the bet the Timex Giorgio Galli S2 Automatic is powered by the standard grade?

All Timex’s website has to say about that: “Automatic watches have no battery. Instead, these ‘self winding’ movements use the natural movement of your wrist as a power source.”

The comments over at Caliber Corner are none-too-complimentary about the engine’s durability. That said, some higher-end watch brands use, decorate and/or modify the SW200-1 (including Sinn). On the flip side, the $800 Invicta Pro-Diver is similarly motivated.

Which leaves us with the Timex Giorgio Galli S2’s 10mm wide case. Stainless steel. ‘Nuff said? Nope. Titanium mid-case. Which is something, ammitrite? The question is, what?

An expensive Timex going up against the likes of the significantly cheaper Eco-Drive Super Titanium Citizen and a large selection of sub-$1k Hamilton automatics, to name two.

Call me Old School, but cheap and durable is the entire point of the Timex brand. You know, frugal. This is not that. Paying a grand for a Timex is not my idea of value-for-money, no matter how much value you assign to its admirable design and workhorse automatic movement. Just sayin’.