AUTONEWS

Marathon Watch and Jeep announced the launch of the new Jeep x Marathon watch collection

This week, Marathon Watch and Jeep announced the launch of the new Jeep x Marathon collection, featuring four timepieces that honor each brand's rich history and honorable service to the Allied Forces since 1941.

The Jeep x Marathon collaboration watches embody the resilient spirit of both companies and reflect their military roots and common functional designs. The series is inspired by two iconic vehicles, the Willys MB - the first car used by the USA in World War II - and the modern Jeep Wrangler Rubicon. The new collection is a testament to a utilitarian design spirit and pays homage to each brand's origins.

Furthermore, the ‘General Purpose’ military specification unites the two brands. In 1941, the American company Willys-Overland received a contract from the US Army to supply four-wheel drive reconnaissance vehicles for use in the European theater of operations. Some say that the soldiers shortened the designation 'General Purpose' to 'GP', from which the easily pronounceable word 'Jeep' was derived.

At the same time, the Marathon Watch Company officially began manufacturing timekeeping instruments for Allied Forces infantry. Marathon’s current collection of field watches continues to follow the correct government designation of ‘General Purpose’, abbreviated by the brand and referred to simply as ‘GP’.

“We are excited to embark on this partnership with Jeep,” said Mitchell Wein, president of Marathon Watch Company. “We have been waiting for her for a long time. Our new collection aims to honor the robust and authentic spirit that both brands embody. Marathon's legacy, created by my grandfather in 1939, consisted of creating rugged, mission-ready watches for the Allied Forces. Now, more than 80 years later, we are joining Jeep and highlighting our shared military heritage in a truly special project.”

“We are extremely proud of this unique collaboration that represents a shared legacy of common values and legendary history in our Jeep x Marathon Officer’s and SAR watches,” said Kim Adams House, Director of Licensing and Merchandising, Stellantis, North America. “These watches are not just for telling time - they tell a story of two brands coming together based on shared values and purposeful use for consumers, uniting ‘Jeep people’ and ‘watch people’. Both Jeep and Marathon have built trusted reputations, so whether you're hitting the road in a Jeep or navigating the terrain on foot, these brands can be considered true partners and companions that enable consumers to 'go anywhere and do whatever they want'.”

Officer’s General Purpose (GP) Series - Featuring two 41mm field watches, the Officer’s Series features a modernized treatment of the original World War II-era Marathon dial. In this new iteration, the classic dial has received updates such as typographic treatments inspired by the 1941 Jeep Wrangler Limited Edition, a new black dial and fully illuminated aged Radium numerals. Each model features a 316L steel case with a parkerized finish, reducing reflectivity and increasing corrosion resistance. The set is available in manual winding mechanical (SSGPM) and quartz (SSGPQ) versions, both with 12-hour and 60-minute scales. The 41mm SSGPM is powered by a Swiss-made Sellita SW210-1 18-jewel mechanical movement. Meanwhile, the 41mm SSGPQ is powered by a Swiss-made ETA F06.402 HeavyDrive-PreciDrive quartz movement. Greater visibility in low light conditions is guaranteed by MaraGlo lighting on the hour hand, minute hand and Arabic hour numerals. Each watch comes with a new three-piece leather strap kit crafted from Crazy Horse leather.

Search and Rescue (SAR) Series - Complementing the officers' watches are two new additions to the SAR range. The designs create a timeless military look that seamlessly fuses elements from each brand. This set is available in self-winding (GSAR) and quartz (TSAR) versions. Both dials feature a distinctive ‘red line’ indicator reused as a 15-minute countdown (inspired by the Jeep instrument panel) and typographic treatments inspired by the 1941 Jeep Wrangler Limited Edition. An icon of the SAR series, each watch is equipped with a large unidirectional diving bezel with 60 minutes/120 clicks and is designed with water resistance to 300 meters. To illuminate the dial, each watch uses a combination of tritium gas tubes and MaraGlo technology. The 41mm GSAR is powered by a Swiss-made Sellita SW200-1 automatic movement, while the 41mm TSAR features a Swiss-made ETA F06.412 HeavyDrivePreciDrive quartz movement. Both watches are engraved with Jeep's seven-slot grille, located on the side of the 316L steel case, and the Willys star, located on the serrated steel crown.

Each of the stainless steel casebacks is engraved with the Jeep brand's lifestyle motto, 'Go Anywhere, Do Anything', as well as all the necessary technical information. Each watch is also engraved with the words ‘Since 1941’ to honor the two brands’ shared military history and features a unique serial number as well as a custom Jeep x Marathon signature logo. All four collaborative watches are accompanied by limited edition metallic packaging.

The Jeep x Marathon collection is available for purchase starting today exclusively at Marathonwatch.com and select authorized retailers.

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