How does an old-school watchmaker compete with the Apple Watch and other smartwatches? If you're a company with a long history like Timex, you don't; you go back and mine the brand's history, hoping to hit that nostalgia nerve with consumers.
Timex is bringing back the T80, a 1980s throwback digital watch with those classic seven-segment numbers, black on a grey background.
The old-school screen layout contains the company's signature Indiglo illumination.
The $59 to $65 watch can be ordered in a variety of metallic colors, as well as the classic black.
They may have gone too far with the special $79 Pac-Man Edition.
Lastly, Timex has totally nailed '80s-style graphics and branding with their short promo video: