Marathon Watch and Jeep Join Forces for Military-inspired Timepiece Collection

Marathon Watch and the Jeep brand have unveiled an intriguing collaboration with the launch of the new Jeep x Marathon collection, featuring four distinctive timepieces that pay homage to the shared military heritage of both brands dating back to 1941.

The collaborative Jeep x Marathon timepieces celebrate the resilient spirit and functional designs of both companies, drawing inspiration from iconic vehicles like the Willys MB and the modern Jeep Wrangler Rubicon. This collection serves as a testament to utilitarian design principles and honors the origins of each brand.

Tying the brands together is the military specification of "General Purpose," which dates back to Willys-Overland's contract to supply reconnaissance vehicles during World War II. On the other hand, Marathon Watch Company began manufacturing timing instruments for the Allied Forces, following the same government designation of "General Purpose."

Mitchell Wein, President of Marathon Watch Company said, “We are thrilled to embark on this partnership with Jeep. It’s been a long time coming. Our new collection is all about honoring the rugged, authentic Americana spirit that both brands embody. Marathon's legacy forged by my grandfather back in 1939 was all about crafting tough mission-ready timepieces for the Allied Forces. Now over 80 years later, we’re teaming up with the Jeep brand and highlighting our shared military heritage in a truly special endeavor.”

Kim Adams House, Head of Licensing and Merchandising at Stellantis, North America said, “We are extremely proud of this very unique collaboration that speaks to a shared legacy of common values and legendary history in our Jeep x Marathon Officer’s and SAR watches. These timepieces aren't just to tell time – they tell a story of two brands uniting based on shared values and purposeful use for consumers, uniting 'Jeep people' and 'watch people.' Both the Jeep and Marathon brands have built sterling trustworthy reputations, so whether you're hitting the road in a Jeep or navigating the terrain on foot, these brands can be relied upon to lead the way as true partners and companions allowing consumers to ‘go anywhere and do anything’.”

The collection includes the General Purpose (GP) Officer’s Series and the Search and Rescue (SAR) Series, each offering modernized versions of classic designs inspired by Jeep's heritage. With options ranging from hand-wound mechanical to self-winding automatic movements, the collection caters to diverse preferences.

Each timepiece is meticulously crafted with features like MaraGlo illumination, 316L steel cases with parkerized finishes, and unique engravings honoring the brands' shared military history. With limited-edition tin packaging and a custom Jeep x Marathon signature logo, these timepieces offer a blend of functionality and style for enthusiasts of both brands.