Kenmark Group adds a segment to its Timex Optical Eyewear collection, Timex Max—a seven-piece men’s collection of larger frames. With an emphasis on contemporary, trend-right design options and exceptional fit, the frames are available in eye sizes ranging from 56mm to 60mm in metal, zyl and metal/zyl combinations. Each frame offers additional head space, spring hinges and extra-long temples for a comfortable fit. Frames come in a masculine color palette with finishes in satin, matte and brushed gunmetal.  From a rectangle to a modified square in fully rimmed and semi-rimless versions, these shapes accommodate a variety of lens options including progressives.

PHILOSOPHY: “Instead of offering an old-fashioned shape for the bigger, more active guy, we designed frames with a younger, up-to-date look,” says David Duralde, Kenmark vice president of creative development. “The B-measurements can accommodate a progressive or multifocal fit but aren’t overly deep and exaggerated as “B” measurement often are for frames in eye sizes from 56mm to 60mm with 150mm to160mm temple lengths. Since Timex is a brand trusted by so many, we knew the big fit story made sense in our trusted all-American, quality brand—Timex.”

MARKETING: A countercard is available to support the launch. A new Timex logo block created for the entire Timex collection will be available in January. Each frame comes with a case.

PRICE POINT: $$. For additional information, contact Kenmark Group, (800) 627-2898; web site:

Timex Corporation is the nation’s leading watch manufacturer. Timex watches are available at most mass-market outlets and many fine department stores. Products are also seen on the wrists of many great athletes competing in Ironman events world-wide.