Marathon and Jeep join forces to create a watch collection that combines military ruggedness with automotive adventure. Find out why this unexpected collaboration is sure to appeal to watch enthusiasts and 4×4 fans alike.
An unlikely alliance that makes sense
In 2024, Canadian military watch maker Marathon surprised the watch world by announcing its first commercial collaboration with Jeep. This alliance between two iconic brands promises to revolutionize the concept of the โautomotive watch.โ
Far from the usual, often superficial collaborations, Marathon and Jeep share a common heritage dating back to World War II. In 1941, both companies supplied the Allied army: Marathon produced โGeneral Purposeโ watches while Willys-Overland (Jeepโs ancestor) manufactured the โGPโ light vehicle, nicknamed โJeepโ by the soldiers.
Models that combine functionality and style
The launch collection includes four models:
These watches take up the aesthetic codes of Jeep while retaining the technical characteristics that have made Marathon's reputation:
A design that does not leave you indifferent
Marathon brilliantly took up the challenge of integrating Jeep's visual identity without distorting its own codes:
The dial, a crucial element of any watchmaking collaboration, has been particularly carefully designed. The name โJeepโ occupies a central place, while โMarathonโ is more discreet, thus avoiding any visual overload.
Watches designed for adventure
These models are not just Jeep-branded watches. They are real tools designed to withstand extreme conditions, just like the American brand's all-terrain vehicles.
The ruggedness of the case, advanced waterproofing and optimal readability make them ideal companions for adventurers, whether they are behind the wheel of a Wrangler or on an expedition.
A price that defies all competition
Marathon has made the bold choice to offer these Jeep models at the same price as its standard SAR watches. The Rubicon GSAR is priced at $1,500, while the quartz TSAR version is $300 cheaper.
This pricing policy demonstrates Marathon's desire to make these watches accessible to fans of both brands, without compromising on quality.
A collaboration that opens up new perspectives
The success of this first Marathon x Jeep collection could well pave the way for other innovative collaborations in the world of watchmaking. It demonstrates that it is possible to create authentic and functional โautomobileโ watches, far from simple derivative products.
For watch enthusiasts and Jeep fans alike, this collection represents a unique opportunity to acquire a timepiece that truly embodies the spirit of adventure and ruggedness associated with both brands.
The collaboration between Marathon and Jeep stands out as a model of its kind in the world of โautomotiveโ watches. By combining Marathonโs military watchmaking expertise with Jeepโs adventurous heritage, these watches transcend the simple fashion accessory to become true adventure companions. Whether you are passionate about watches, a 4×4 enthusiast or simply an adventurer at heart, these creations are likely to seduce you with their authenticity and functionality. One thing is certain: they mark a turning point in the way of conceiving collaborations between the automotive world and the watchmaking world.
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