Update 6/17: Last Monday at 11 a.m. EST, Noah and Timex dropped a dainty gold-tone dress watch. It cost around $200, and sold out in around as many seconds; by 11:05 the entire run was gone. People on the internet were not happy. If you were one of them, we bear good news…sort of. Earlier this morning, the NYC-based brand sent out an email alerting customers that the watch is now available to pre-order, though you’ll have to wait until April 2025—2025!—to get one. Add yourself to the list here, or snag the very handsome dress watch (at a very handsome markup) via StockX.
In 2024, the only style rule worth adhering to is to wear what makes you feel good, whether that’s a pinstriped double-breasted power suit or a pair of shimmering gold pants. When in doubt, though, the Old Money aesthetic is more or less guaranteed to offer you something that looks and feels just right, especially in the summer. Defined by a mix of sporty country club staples like polos and boat shoes, and classic American tailoring pieces like Oxford shirts and soft-shouldered navy blazers, the look has been embraced (and adapted) by some of the most stylish folks on the planet for more than 50 years. The latest addition to the genre? A new watch released by Timex and Noah, which looks like something Gordon Gekko might’ve worn but costs just $198.
Noah was founded by husband-and-wife duo Brendon Babenzien & Estelle Bailey-Babenzien, the former of whom served as the design chief of Supreme for more than a decade before J.Crew tapped him to lead the brand’s post-pandemic renaissance. As the product of a label that Babenzien created in his own image (think: ‘90s skate culture meets ‘80s preppy, with a 21st-century emphasis on sustainability), the new watch is a quintessential Noah joint.
“We wanted this model to have the look of a family heirloom watch: a design that’s timeless,” Babenzien tells GQ via email. To wit, a gold-tone stepped rectangular case styled after early 20th-century icons like the Cartier Tank and Jaeger-LeCoultre Reverso (both canonical pieces in the old money wardrobe) and a very 1980s croc-embossed (and eco-friendly!) leather strap. The crisp white dial is an equally potent example of horological classicism, with Roman numerals, a railroad minute track, and a moon phase window displaying a rotating sun, moon, and stars. Then, of course, there’s the subtle but unmissable Noah logo in place of the numeral III, a streetwear-inspired touch that immediately identifies this as a product of Babenzien’s prolific oeuvre.
The main difference between the Noah x Timex “Tank” and the classic gold timepieces on which it’s based (aside from the lack of any actual gold) is that the Timex is driven by a quartz (i.e. battery-powered) movement, as opposed to one made from a bunch of tiny gears and springs. This makes it both more durable and more affordable, a key benefit in Babenzien’s view. “We really feel that a great-looking, elegant watch does not need to be expensive,” he says. “When you stop and think about it, watches have become investment pieces for many. But for us, what gives real value to a timepiece is where it’s been and what the wearer has experienced. The beauty of this model is that, despite its refinement, it’s hardy enough for everyday wear.”
It’s also uniquely suited to a massive range of fits, from contrast-collar dress shirts and linen trousers to knit polos and pleated shorts—or whatever else you feel good in this summer.
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