Agree completely. However I’m pretty sure theres a cartel (ETA?) for automatic Swiss movements that Timex doesn’t want to cater to. Which basically leaves this watch in the “overpriced fashion” category. And they probably don’t want an Asian movement cuz that appears cheap (although there’s some good ones out there).
I think it’d be awesome to see a USA made movement again in this price point, but I’m not holding my breath.
ETA is owned by Swatch group, which owns a ton of watch brands[1], including Hamilton, which I would say competes head-to-head with the most Timex pieces (at least in the $500 price range).
There are other Swiss automatic movement makers though, like Sellita (the SW200 is basically an ETA 2824[2]).
Konrad Damasko is basically just a guy working in his garage, and he managed to do it.
Someone above mentioned Shinola which is, sadly typical of "US products" -basically they're LARPing at "quality" -selling to the type of people who pay $100 for a trip to a 1950s looking barber shop, or who go on expensive trips up the coast on the Jeremiah O'Brien liberty ship.
I am also not sure if they actually want to promote American craftsmanship or just want to sell cheap stuff while taking advantage of ”made in America”.
I think it’d be awesome to see a USA made movement again in this price point, but I’m not holding my breath.