In 2024, Canada-based navy tool-watch maker Marathon shocked the timepiece group by saying its first business collaboration mission — the model can be the official watchmaker for the Jeep vehicle firm. Which means a proper licensing relationship between Marathon Watch Firm and Stellantis (company proprietor of America-based Jeep) that has Marathon making Jeep-branded timepieces to be offered through a number of channels supposed for fans of each storied corporations.
Jeep was looking out for a brand new watchmaker, and from the beginning, it knew it wished a higher-end Swiss Made product. Jeep is such a dominant model within the automotive world that even a low-end watch would promote. In fact, there have been lower-end Jeep-branded wristwatches up to now, however not often if ever one thing as good because the Marathon Jeep Rubicon GSAR and the Willys Officer’s watches. These are authentic military-grade software watches that additionally occur to be Jeep-branded. From a product perspective, these are among the many most authentically helpful branded “automotive watches” round. When you actually desire a timepiece designed for the place offroad 4×4 autos like a Jeep are designed to take you, this product is a number one alternative from a sensible standpoint.
Whereas I’m positive extra merchandise are coming sooner or later, the Marathon Jeep household’s launch assortment consists of 4 merchandise. That’s each a mechanical or quartz model of the Rubicon GSAR/TSAR and the Willys Officer’s watches. Most fans will desire the mechanical (the GSAR is an computerized whereas the Willys Officer’s watch is manually wound) fashions, however the Swiss Made quartz variations are wonderful and extra sensible for lay individuals who desire every day accuracy and the comfort of a battery watch. Extra so, the worth variations between the mechanical and quartz variations really feel solely cheap (another manufacturers cost far an excessive amount of of a premium for his or her mechanical versus quartz watches as a approach to make more cash).
Technically talking, the quartz model of the GSAR is called the TSAR – and except for the motion, there isn’t a lot distinction between these two fashions. “GSAR” stands for “Authorities Search & Rescue” whereas “TSAR” stands for Tritium Search & Rescue. Each fashions characteristic tritium gasoline tubes for dial illumination, which is a part of the primary attraction of those do-anything timepieces. That leads me to an essential query, what’s completely different between these Jeep fashions and the usual Marathon SAR watches? The whole objective of the design train was to construct on what Marathon makes however with a pure connection to Jeep. Structurally the watches are the identical. The variations between the usual Marathon SAR watches and the Jeep Rubicon GSAR/TSAR are the dial, crown ornament, case ornament, caseback engravings, and the out there khaki inexperienced strap. In any other case, in kind and performance these Jeep watches are the identical because the military-grade Marathon timepiece fashions they had been primarily based on.
Earlier than I speak extra in regards to the attraction of the GSAR and why it is a nice all-purpose watch, I wish to clarify extra particulars in regards to the Jeep and Marathon connection. What do these two manufacturers have in frequent except for “shared values?” In 1941 each Marathon and Jeep equipped Allied Forces in World Conflict II with gear. Marathon produced “Normal Goal” navy watches and Willys-Overland produced a lightweight truck often called the Normal Goal car or “GP” for brief. Troopers favored to name the “GP” the “Jeep,” and thus, that nickname turned the long run identify of the corporate that will produce related autos for civilians. The opposite watch design to end result from the Marathon and Jeep collaboration is a contemporary model of the Marathon Normal Goal watch and is extra visually linked to the Willys MB autos. Marathon positions the Jeep GSAR and TSAR as extra trendy watches linked to the higher-trim Jeep Rubicon 4×4 truck collection. One in all my favourite beauty design gildings on these watches is the Jeep grille and headlights motif that’s etched and toned into the left aspect of the case. On the other aspect of the watch, a military-style star is put into the crown (with a ensuing satisfying impact). The rear of the case additionally has some Jeep engravings, together with the corporate’s “Go Anyplace. Do Something” slogan.
Actually what issues on this assortment of watches is the dial. That’s the place most automotive/watch relationships go mistaken, and the toughest factor to get proper in any collaboration product. Though there’s a pure synergy between autos and timepieces, combining a ardour for each in a single object is definitely very tough to do. I’d go as far as to say that the majority automotive/watch collaborations get it mistaken, even when the precise collaboration itself helps cross-pollinate mutually client demographics. So slicing to the chase, how did Marathon and Jeep do within the dial division? Surprisingly effectively, really. The trick was to take a really intelligent strategy to twin branding. Somewhat than the watch and automotive firm names competing for house and dominance on the dial, these dials merely give a lot of the consideration to “Jeep.” Fortunate for Jeep, its identify and brand appear pure on a watch dial. The Marathon model identify is on the dial, however it’s de-emphasized and considerably hidden within the technical textual content beneath. “Marathon” sounds prefer it may merely be the identify of the watch mannequin.
In comparison with the usual Marathon GSAR and TSAR watches, the Jeep variations have extra character and aptitude. The font and shade used for the Arabic hour numerals are extra attention-grabbing, and the added little bit of purple shade on the dial feels enjoyable and sporty. Word that the dials not solely have tritium gasoline tubes for darkness illumination but additionally Maraglo (a formation of luminous materials) on the hour markers and Jeep brand. I’d have favored a number of the dial’s added character on the rotating bezel insert design, however I’m grateful for a way properly this composition turned out general. Though you’ll be able to order these Marathon Jeep Rubicon watches with Marathon’s normal black rubber strap, I extremely advocate the fashionability of the inexperienced strap choice.
The GSAR watch case is 41mm extensive in metal, and waterproof to 300 meters. It’s 14mm thick, with 20mm extensive lugs, and a 48mm lengthy lug-to-lug distance. The distinctive tall bezel was designed for operators carrying gloves, and the extra top within the dial is important as a result of the gasoline tube-equipped arms want more room to maneuver round. What I can’t do proper now’s absolutely assessment the Marathon GSAR once more as a result of I’ve already reviewed quite a lot of different Marathon GSAR fashions through the years with one of many first being from 2018. Briefly, it is a very high-quality-for-the-money diver’s fashion watch that’s all software and tank. All Marathon watches are assembled on the model’s personal manufacture in La Chaux-de-Fonds, Switzerland, and contained in the GSAR watch is a specifically shock-protected (for Marathon) model of the Swiss Made Sellita SW200-1 computerized 4Hz, 41-hour energy reserve motion.
As an organization with actually no expertise doing such business collaborations, Marathon did surprisingly effectively on the outset. Not solely are these true software watches for Jeep fans, however they’re Jeep watches that timepiece fans may be very happy to put on. Having the ability to fulfill sufficient automotive folks and watch folks with such a collaboration may be very robust to do, and Marathon succeeded. Better of all, there isn’t a worth distinction between Marathon’s normal SAR watches and the Jeep Rubicon SAR fashions. That truth alone speaks volumes about Marathon’s dedication to being a customer-centric model. Value for the Marathon Jeep Rubicon GSAR 41mm watch (Reference WW194006SS-4101) is $1,500 USD, $300 much less for the quartz TSAR model. Be taught extra on the Marathon Watch Co. web site.
