"Baby Boomers" a Timex watch was their first watch and their first taste of independence as a teenager. Independence in terms of being able to carry around this diminutive piece of machinery that would keep one informed of the right time of day 24/7. When I was in junior high and high school during the '60's, it seemed like every other student I knew wore a Timex watch.
Thinking back, I used to get a bigger thrill from acquiring a new Timex watch than I did from most of my hobbies! These feelings from youth can become deeply ingrained in one's psyche and become the future motivation for an adult urge to collect timepieces.
Timex is, IMO, rather unique amongst watch companies and not just because they mastered the art of mass producing low cost "affordable" timepiece. They were also probably one of the most innovative companies in the history of horology. From the '60's onward, it seemed like every few years they introduced some new technical gimmick into their watches that made them unique.
Those were days when the American public was entralled with technology and this is evidenced by the popularity of such tv shows as Star Trek and movies like Star Wars. With a desire to embrace all things technological, the evolving Timex watch fit right in with the times. Maybe the average person would never become an astronaut or explorer, BUT he could still wear a watch that such a person might wear and fantasize what his life might be like.
There were, of course, many other fine timepieces that were manufactured during the 20th century. But, when future history books on horological developments are written, Timex will surely occupy a VERY honorable mention in them.