August 24, 2025
A Playful Homage to Horological Icons
The celebrated collaboration between Timex and French artist Romaric André, known as seconde/seconde/, continues its spirited commentary on high-end watch culture. Initially launched in 2023, the “IYKYK” (If You Know, You Know) series masterfully winks at the insider nicknames given to iconic luxury timepieces. Following the sell-out success of the original six models, the collection has been expanded in 2025 with two new creations. These additions delve further into the horological vernacular, offering an accessible yet clever tribute to some of the most famous watches in the world. This series thrives on its irreverent charm, creating a bridge between everyday affordability and the exclusive realm of haute horlogerie, allowing enthusiasts to participate in the conversation with a playful and artistic piece on their wrist.
Deconstructing the ‘Smurf’ Aesthetic
Among the new releases is the captivating blue variant, reference TW2Y48200, which pays direct homage to the unofficial “Smurf” moniker for the white gold Rolex Submariner 116619LB. The design is a study in clever substitution: the traditional seconds hand is replaced by a whimsical red-and-white mushroom, a nod to the Smurfs’ iconic dwellings. This artistic touch is set against a vibrant blue dial and a matching 12-hour bidirectional bezel, echoing the distinct color profile of its prestigious inspiration. The entire concept is executed without any explicit mention of Rolex, adhering to the “IYKYK” spirit and celebrating the shared culture that exists among collectors, where a color combination and a nickname are instantly recognizable.
The Nuance of a Sweeping Quartz Movement
While built upon the Q Timex platform, these limited editions feature a significant technical enhancement. The “Smurf” is powered by the Seiko Caliber VH31, a quartz movement distinguished by its sweeping seconds hand that ticks four times per second. This choice is deliberate, emulating the fluid motion of a mechanical caliber and providing a far more elegant canvas for the rotating mushroom artwork than a standard one-second tick. This upgrade elevates the wearing experience, offering a visual appeal typically reserved for more expensive timepieces. It demonstrates a thoughtful curation that prioritizes aesthetic harmony, making the watch feel more special than its accessible price point might suggest.
Exclusivity and Wearable Artistry
The timepiece is housed in the classic 38mm angular stainless steel case of the Q Timex, complete with a domed acrylic crystal and a vintage-inspired integrated bracelet. Limited to just 1,075 examples, each caseback is individually engraved with its edition number, cementing its status as a collectible. This model successfully blends mass-market accessibility with the exclusivity of a limited run. It presents a unique opportunity for seasoned collectors to acquire a fun, self-aware counterpart to their treasured luxury pieces, or for budding enthusiasts to own a piece of horological art that is rich in cultural context and clever design.
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