Timex Todd Snyder: The duo’s latest watch is a tribute to the designer’s famous NYC Storefront

235 W Broadway holds a special place in the hearts of lovers of classic menswear. In the late Aughts, it was the crown jewel of J.Crew’s Empire with Ludlow Suits, chambray shirt and Red Wing boots, and a veritable mecca for those who covet them. The old location of a long-standing TriBeCa liquor store, the original neon sign and the matte gilded text provide the perfect backdrop for the brand’s new Americana. Among the key players responsible for turning the Liquor Store into a fashion landmark and expanding its reach, making J.Crew the coolest mall brand on the planet? Todd Snyder. (Yes, that Todd Snyder.) So, a few years ago, when the premises were rented out, the designer jumped at the opportunity to bring the Liquor Store back to life again.

Today, The Liquor Store is one of two of Snyder’s NYC stores — and it remains the go-to destination for anyone in New York looking to shop according to his holistic vision of American sportswear. Starting this morning, it’s also where you’ll find Snyder’s latest collaboration with Timex, an updated version of Marlin’s dedicated to Snyder’s favorite piece of lower Manhattan real estate.

With a combination of mid-century details, modern size, and everyday wearability, The Timex Liquor Store After Dark is Todd Snyder’s textbook. It was also inspired by the Liquor Store itself – or more specifically, its regular customers, says the designer. Crazy men-era golden age. It’s not hard to picture its gold numbers and black dial embracing the wrist of a bright-eyed young advertising executive getting ready for a job interview — or a local for a three-martini lunch. .

Watches from the 60s tended to be smaller than most watches today—34mm cases were the norm back then—but Liquor Store After Dark increased the size to 38mm for a more modern look. Finished with a gray fabric and leather strap (a sly nod to popularity gray felt suit, perhaps?) and a Japanese automatic movement, it neatly stacks alongside a collection of Snyder’s reimagined classics. More than that, it’s a well-deserved tribute to a piece of NYC fashion history. With a haircut over $250, what more could you ask for?

Todd Snyder x Timex Watch “Liquor Store After Dark”

In fact, you can smell first editions, leatherback books and rare whiskeys. —Gerald Ortiz

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