The Giorgio Galli S2 Ti, released by Timex, was a watch that overturned the brand's existing image. It was designed by Giorgio Galli. Starting out as a graphic designer, he worked for a number of brands, including Swatch and Movado, and is currently bringing innovation to Timex. We take a closer look at his career and philosophy, as well as the thoughts behind the "S" series.
Text by Yosuke Ohashi (Chronos-Japan)
[Article published on January 14, 2026]
The designer behind the Giorgio Galli S2 Ti
When it was released in 2025, my senior editor and I were excited about one watch, saying, "Isn't this watch cool?" It was the Giorgio Galli S2 Ti, released by Timex.
Automatic movement (Sellita Cal. SW200-1). 28,800 vph. Power reserve: approximately 41 hours. Titanium case (38mm diameter, 12mm thick). Water resistant to 50m. Sold out.
The excellent design of this watch is due above all to the skill of Timex's design director, Giorgio Galli, who worked as a designer at Swatch and then worked as a freelancer for a number of watch brands before becoming Timex's design director.
The Timex "S" series, including the "Giorgio Galli S2 Ti," is a project led by him. It is a series that fully reflects his desire as a designer to "express something like this." It is a watch that truly expresses his soul, pouring all of his experience and aesthetic sense into it.
Let's take a closer look at this man. We had the special opportunity to interview him.
From graphic design to watches: an unusual career
Giorgio Galli:I started my career in graphic design, and before I started my own design office, I worked on a few projects in the US, which was the early stage of my career.
Our first office opened in Milan around 1986, 1987, or 1988. Our early projects were mainly related to corporate brand identity, building brands through design, including logos and overall branding design.
In 1990, I first got involved in the watch industry. I had never worked on watches before, but my first client was Swatch, and I worked as a design consultant. However, that consulting work turned into a full-time position, and I eventually became Swatch's creative director from 1990 to 1992.
During that time, I continued to work at my own design office, building brand identities and designing graphics and products, and designed a wide range of items, from ski boots to shampoo bottles and skis.
He then left Swatch and expanded his horizons to other watch brands, such as Movado, Seiko Group, Citizen, and Ebel.
At the same time, I was running two different businesses, one of which was a web agency that I started in the early days of the internet.
Was that in Los Angeles?
Giorgio Galli:Yes, it was quite an adventurous venture. At its peak, we had 240-250 employees, with offices not only in Milan, but also in Brussels, Belgium; Madrid, Spain; and Monte Carlo, Monaco.
A full-fledged relationship with Timex
I eventually sold some of those businesses and closed others, and I'm glad I sold them at the right time, while continuing my independent design work and really focusing on watches.
Eventually, I ended up selling my design office to Timex, and since I was running other businesses at the same time, it's a little complicated to explain everything...
In any case, at some point I became completely focused on watches, and even after selling my activities to Timex, I continued to be involved in running the office, but I also became deeply involved in the overall creative side of Timex itself, not just the licensed brands.
"The latest work is the best" - an ever-changing design philosophy
--In your career as a watch designer, is there a model that you are particularly attached to, or a watch that you can say is an iconic project for you?
Giorgio Galli:Well, it changes every time. Every time I start a new project, it always becomes my "favorite." So I don't really get too attached to past projects. I don't often look back and think, "That was the best." So if I could say, my "latest project" is always my favorite.
--I see.
Giorgio Galli:Design is something that is constantly evolving, and our tastes and sensibilities change too. So when I look back at the past, there are some things that I think, "Oh, I don't like that anymore." So it's not easy to say, "This is special."
But there have been some milestone designs, and I still have fond memories of watches I've designed for other brands and in the Swatch collection. In fact, Swatch recently re-released a neon-colored model I designed in the 1990s.
-Neon colors?
Giorgio Galli:Yes, the "Neon" collection. They re-released it last year and expanded it into other series besides watches using the same graphics.
Anyway, there are some designs that I still like, and in fact they are starting to be considered "vintage" - whether that's a good thing or a bad thing.
The Giorgio Galli S1 Automatic is the first model in the "S" series, which bears the name of Giorgio Galli. A single ruby is set on the dial near the 6 o'clock position. Automatic winding. 28,800 vph. Approximately 41 hours of power reserve. Stainless steel case (38mm diameter, 11mm thick). 50m water resistant. Sold out.
Also, some of the early Movado projects I worked on were still very powerful designs, and I have a special attachment to them. They were milestone projects in my career. And of course, the S1 and S Series were also important milestones in my career.
The second model in the "S" series is the Giorgio Galli S2 Automatic. The Giorgio Galli S2 Ti is a derivative model of this watch, with a different case material. It shares the same design codes, such as the hour ring using a ring-shaped part, but the case is made of stainless steel and the sapphire crystal is flat rather than domed. Automatic winding. 28,800 vph. Power reserve of approximately 41 hours. Stainless steel case (38mm diameter, 11mm thick). Water resistant to 50m. Sold out.
But of course, my design skills and taste continue to evolve every day. I'm always learning, so I always consider my most recent work to be my "masterpiece."
Changing a brand image is not easy
――Next question: From the time you joined the Timex Group until you launched the S Series, have you experienced any special evolutions, innovations, new inspirations, technologies, or design concepts? Please tell us about the things you have been working on since joining Timex.
The transformation began with the archives
Giorgio Galli:Timex has actually always been one of my favorite brands, ever since the late '80s. In fact, one of the first watches I bought when I was in the US was a Timex.
That's why I insisted on focusing on Timex. Because I felt that the brand needed to be "dusted off." When I got involved with Timex, the brand was completely focused on the mass market. It took a very long process to break away from that.
It's really hard to change the image of a brand, even if it has a great history, so my first step was to delve into the archives for inspiration, and we've reissued some original models, which have been very successful.
Building trust and raising prices
But it's not something that can be done quickly, and it certainly won't change overnight. No matter how good a project is, it takes time to gain credibility in the minds of consumers.
That's why we've created a path to grow the brand by releasing projects that show a gradual, gradual "evolution" every year. Moving forward, step by step, is what's important.
Some of these collaborations have been extremely successful, boosting the brand's reputation. In fact, they've done a fantastic job in Japan, reissuing original models, which has been a big boost for the brand.
As a result, we have now reached the point where we can sell the S2 for 2000 euros. Timex was once considered a brand in the $50 or $25 price range, and in the '80s and '90s, even exceeding $100 was a big challenge. But now we are able to sell watches in the $500, $700, and $800 price range. For example, the recent "Deepwater" has been very successful and is also in a higher price range.
A diver's watch with a quartz movement. It features Super-LumiNova-coated hour and minute hands and indexes, as well as a wave-patterned dial. The crystal is made of sapphire. It is water resistant to 200m, making it practical for diving. Quartz movement. Stainless steel case (44mm diameter, 11mm thick). 200m water resistant. Price: 52,800 yen (tax included).
Successes, failures, and the next step
In other words, I think our greatest achievement was that we were able to create a high-quality, high-priced product that was unprecedented for Timex. In other words, rather than a specific design, I think our greatest achievement was raising the bar for the brand as a whole.
The Weekender, released in 2011, may look a bit dated now, but it was revolutionary at the time. It was a huge step forward, as it offered a style that had never been seen before on a Timex watch.
The Weekender, featuring a colorful fabric strap, became a global hit. In recent years, it's become common for luxury watch brands to adopt fabric straps. Perhaps the Weekender paved the way for this trend. Quartz movement. Stainless steel case (37mm diameter, 9mm thick). Water resistant to 50m. Price: 16,500 yen (tax included).
--You've had a lot of other projects, but do you remember "TX"?
The TX was a high-priced model with advanced technology, but at the time the brand's credibility was still lacking, so it didn't penetrate the market. In other words, no matter how good a product you make, it won't work if you don't have the timing and a strong brand foundation.
So we started over, started from scratch, and built it up to where it is today, and now it "works."
This model is probably the one that most closely resembles the "TX" among current models. The retrograde displays at the 4 and 10 o'clock positions are characteristic of the classic TX collection. The retrograde displays in the TX collection vary depending on the model, but are thought to be the same as those in the "TX 700," which also features a chronograph function. The "TX 500" was capable of switching between world time and summer time/winter time. Quartz movement. Stainless steel case (43mm diameter, 12mm thick). Water resistant to 10m. 41,250 yen (tax included).
The upcoming new models will also be a new step for Timex, taking the brand to a whole new level.
Clean and powerful. The intention behind the S2 dial
--You've already talked about the fine details you put into your watch, but are there any other points you particularly want to emphasize or details that were difficult to achieve? For example, other than the obvious features of this watch, such as the bezel-less crystal, the freely adjustable bracelet, or the use of carbon for the inner case, are there any other details that you would like to emphasize?
Giorgio Galli:Well, I think it's the design of the dial. This design is very clean, but simple yet packed with many elements. The dial is the "face" of a watch, and it determines the watch's individuality. So, I think this dial has a very strong personality.
"The real thing is better than the photo." Response to S2
- What kind of reaction has the titanium version of the S2 received from consumers and the media, not just in terms of sales volume or revenue, but in terms of praise, appreciation of the details, etc.?
Giorgio Galli:First of all, we received very positive reviews in the American media.
Many of the buyers ordered online, so it seems their impression when they actually received the product was completely different. We received many messages from people expressing how impressed they were when they received the product. They said things like, "The photos were good, but the real thing was even more amazing."
The design is very clean, but there are many eye-catching details that give it a hidden sense of luxury.
The perfection of the bracelet adjustment mechanism was particularly mentioned. The overall appearance was also very well received, with many comments. The lightness and monochrome color were also very well received. So, rather than one particular feature, it seems like the watch was evaluated on a combination of various elements.
The S series has ended, but a new series is beginning.
- Will the S series continue in the future?
Giorgio Galli:The S is, yes, the end of one series. But a new chapter begins here. It's an evolution of the S series. It's not a price increase, it's just an evolution.
It will take Timex into a category it has never ventured into before. This means that the S series will not continue as the S series, but will evolve and assume a new, important role.
The future that the intelligence that reorganized the product known as the wristwatch envisions
Giorgio Galli entered the world of watches from a seemingly unrelated field: graphic design. After the rise of quartz watches, one of the things the watch industry was looking for was fashionable and unique wristwatches. His graphical talent supported this revolution. Isn't it fair to say that he was an important figure who determined one of the directions of evolution in the history of wristwatches?
We're looking forward to seeing what Giorgio Galli will be working on for Timex in the future. This is the Timex Atelier collection, which is currently on sale.
