Our latest collaboration is with a brand that needs no introduction. Timex has partnered with The Coca-Cola Company® to launch the 1971 Unity Collection: three limited edition watches—our Timex Standard, Q Timex, and Timex T80—that bring 70s-era peace, love, and harmony to today’s generation.

While these iconic American brands may differ in industry, they’ve always aligned on the notion that each of their offerings, be it a vintage-inspired timepiece or an ice-cold bottle of Coke®, equate to more than just the sum of their parts. There’s depth there—the power of which could not have been better communicated than through Coca-Cola’s 1971 “Hilltop” commercial, still widely considered to be one of the most legendary advertisements of all time.

Of course, context here is key. As global conflict dominated the headlines of the early 1970s, Coca-Cola’s “Hilltop” ad, featuring the cheerful faces of young people from all over the world, perfectly captured the shifting cultural landscape of the day. The jingle’s famous line, “I’d Like to Buy the World A Coke,” became a rallying cry of tolerance and hope practically overnight, bringing the bottle itself from the tangible—a liquid refresher enjoyed by millions worldwide—to a larger-than-life concept that still signifies a commonality between all people, even to this day.

Similarly, the significance behind our wristwatches has always been part of what makes the Timex brand so unique. Like offering to buy someone a Coke, we consider the act of asking for the time to be a meaningful gesture; it’s a way of bridging differences, striking up good conversation, and finding community. Some 50 years after Coca-Cola exemplified this sentiment on-air, we’ve made it easier than ever before to spark connection with the 1971 Unity Collection, which features an iconic peace sign on our beloved Q Timex; retro illustrations on the whimsy Timex T80; and a bold, bright Coca-Cola  logo smiling across the face of our classic Timex Standard.

Detailed with nostalgic, colorful, 70s-inspired designs, this commemorative capsule evokes the timeless message of solidarity, inclusion, and optimism. It also offers a sunny reminder to embrace opportunities for togetherness wherever they may arise. Because love isn’t just sweet… it’s the real thing.