NBC newscaster John Cameron Swayze was the spokesman for a series of TV commercials that tested Timex watches against jackhammers, paint mixers, washing machines, water skiers and even an elephant. After each test, Swayze uttered, “It takes a licking and keeps on ticking.”
Those eight words continued to be the slogan for Timex watches for many years. I cited it the other day when I was mocked for wearing my Timex Ironman sport watch that I have donned for a few decades. My quoting of that slogan brought about a lot of blank stares from the 35-and-younger crowd.
Doesn’t matter. My Timex rocks. It gives me the time and date. It has a stopwatch, three alarm settings and some other features I don’t know how to use. It also has a button to push so the screen lights up — Indiglo style! The Timex Ironman remains the king of black plastic wristwatches, but don’t take my word for it. Bill Clinton has been seen wearing a Timex Ironman. Matt Damon, Mark Wahlberg and Mario Lopez have been spotted wearing versions of it, too. Even Rihanna.
Yes, I used to own one of those fancy Apple Watches, the ones that hack — I mean track — your personal data. I won it at a trade show a few years ago. Then I decided that if Apple wanted my personal data, they could pay me for it, rather than the other way around.
So I strap on my Timex Ironman many days. It doesn’t need recharged. It doesn’t send me annoying alerts. It doesn’t sync with anything. I change the battery every year or so, I put a new band on it once, and I have to adjust it for Daylight Savings Time. But other than those tasks, this timepiece has been maintenance free — just the way I like it.
So mock me for my Timex Ironman watch, if you must. Truth be told, my watch and I have a lot in common. We can both take a licking and keep on ticking.
Have a terrific Tuesday, and thanks for reading.
Shane Goodman
Editor and Publisher
Times Vedette digital editions
shane@gctimesnews.com
641-332-2707