In August 1993, the company initiated a public offering of 35.74 lakh 12.5% PCDs of Rs 140 each, raising Rs 50.04 crore to support its wristwatch manufacturing project in Noida. Timex primarily serves the mid to low-priced watch market, emphasizing value for customers. Leveraging Titan Industries' marketing network of over 4300 outlets and 172 high-profile showrooms nationwide, TWL expanded its reach.
The company embarked on a project for metal case manufacturing using vacuum plating in May 1995. By 1999-2000, its accumulated losses surpassed 50% of its net worth, leading to the issuance of 4.5 million equity shares at a premium to bolster its financial position.
In April 2007, a modern manufacturing facility commenced operations in Himachal Pradesh, coinciding with the launch of the 'Nautica' brand. Subsequent years saw a series of brand introductions, including Ferra'gamo in 2008-09 and Mark Ecko, Versace, Tarun Tahiliani, and Helix in 2010-11. The number of franchised retail stores, 'The Time Factory,' expanded to 76.
Timex introduced innovative products like Intelligent Quartz and Heart Rate Monitor watches. In 2022, it unveiled Timex Ceramics, Coca-Cola commemorative styles, and limited-edition designs in collaboration with Judith Leiber. Additionally, the United Colors of Benetton Timewear launched under a licensing agreement. Timex further expanded its smartwatch offerings with Timex Fit, Timex Fit 2.0, Helix Metalfit, and Helix Metalfit 2.0, featuring advanced functionalities such as activity tracking, telemedicine, Bluetooth calling, and more.