I can’t go two minutes without my watch telling me to GET MORE ACTIVE (!!!), or it letting me know just how many steps I am under my daily target – and it’s becoming a bit of a problem.
Sure, it’s pretty cool to know how far I’ve walked, how clogged my arteries are, and what the humidity is like in NYC, but in essence it’s actually a bit of an annoyance.
Seemingly, if its Timex collaboration is anything to go by, Adsum is of much the same mindset, presenting its simplistic take on the label’s MK1 watch: a timepiece pleasing derived from any unnecessaries.
Equipped with a 36mm stainless-steel case, mineral glass crystal lens, luminant hands, and up to 30 meters of water resistance, the Adsum Timex MK1 – which is available online now – comes with a green slip-thru fabric strap or black slip-thru Perlon strap, for the perfect fit.
For a watch originally produced to be worn by US Marines, the MK1 is the epitome of simplicity, something Adsum has played along with for the collaboration, keeping branding subtle with a personal reminder for only the owner to know and see on the back of the watch.
The watch is simple, and that’s its strength.
For Adsum, this is the latest in a concise list of collaborative releases so far this year, following a link-up with Merrell 1TRL back in March and a skate-inspired capsule with Vault by Vans the month after.
In a world led and influenced by technology and social media, Adsum’s Timex MK1 is a welcomed breath of fresh air, and a reminder that not everything has to be complicated. That’s the key.