Jeep and Marathon Watch Join Together to Design a Jeep-inspired Wrist Watch Series

May 7th, 2024 by


Every now and then, off-road automaker Jeep® partners with a consumer product line to build something that isn’t just another vehicle to buy. Examples include the Jeep storefront on Amazon to buy official Jeep merchandise, from posters to decals and clothing items. A more specific example would be the Special-Edition Playmate Pal Coolers from Jeep and Igloo. What better way to enjoy a day out in a Jeep than with a cooler for drinks and snacks? Well, now Jeepers and other Jeep consumers can show off they’re a fan without owning a Jeep or wearing a t-shirt. Recently, Marathon Watch and Jeep proudly announced the launch of the new Jeep x Marathon collection.

Some people may be thinking wristwatches are a little outdated in an age where smartphones and smartwatches are the main way people tell time, but this collection was made to pay homage to the shared military roots and functional designs of both, Jeep and the Marathon Watch. Going back as far as 1941, the Willys-Overland was awarded a contract by the U.S. military to supply four-wheel-drive reconnaissance vehicles called “General Purpose” vehicles. Rumor is, the name was shortened to “GP”, or “Jeep”. To highlight such an origin, Marathon Watch has designed two series of watches – the General Purpose (GP) Officer’s Series and the Search and Rescue (SAR) Series.

“We are thrilled to embark on this partnership with Jeep…It’s been a long time coming. Our new collection is all about honoring the rugged, authentic Americana spirit that both brands embody. Marathon’s legacy forged by my grandfather back in 1939 was all about crafting tough mission-ready timepieces for the Allied Forces. Now over 80 years later, we’re teaming up with the Jeep brand and highlighting our shared military heritage in a truly special endeavor.” – Mitchell Wein, president of Marathon Watch Company


The General Purpose (GP) Officer’s Series comes with two 41mm field watches that feature an updated version of the original Marathon WWII-issued dial that resembles the Jeep Wrangler 1941 Limited Edition with fully lumed Aged-Radium numerals and a 316L steel case. Like most old-school watches, the GP series is offered in hand-wound mechanical (SSGPM) and quartz (SSGPQ) versions that feature 12-hour and 60-minute scales. Each is a little different, with the SSGPM engineered with an 18-jewel Swiss-made Sellita SW210-1 for mechanical movement, whereas the SSGPQ is powered by a Swiss-made ETA F06.402 HeavyDrive-PreciDrive quartz movement. MaraGlo illumination on the hour hand, minute hand, and the Arabic hour numerals helps to increase visibility in low-light conditions. To top it off, both watches come with a new three-piece leather strap kit made of Crazy Horse leather. The 41MM JEEP WILLYS SSGPM (WW194033SS-4001) goes for $650, whereas the 41MM JEEP WILLYS SSGPQ (WW194034SS-4001) is $500.


The Search and Rescue (SAR) Series is a little pricier, designed with the timeless military look, available in a self-winding automatic (GSAR) and quartz (TSAR) version. Inspired by Jeep dashboard instruments, each watch features a distinctive “red line” indicator repurposed as a 15-minute count-up, plus the iconic seven-slot Jeep grille (located on the side of the 316L steel case) and a Willys star (located on the knurled steel crown). Outfitted with an oversized 60min/120-click unidirectional dive bezel and engineered to be water resistant up to 300 meters, the SAR series definitely lives up to the name. Also designed to grant visibility in low light conditions, a combination of tritium gas tubes and MaraGlo technology have been integrated into the watches. Again, each watch has a different power source – the GSAR is powered by a Swiss-made Sellita SW200-1 automatic movement, whereas the 41mm TSAR features a Swiss-made ETA F06.412 HeavyDrivePreciDrive quartz movement. The 41MM JEEP RUBICON GSAR® (WW194006SS-4101) goes for $1,500, and the 41MM JEEP RUBICON TSAR® (WW194007SS-4101) costs $1,200.

Want to get your hands on one of these watches, or more so one of these watches on your hand? They are being sold exclusively at and select authorized dealers. Want to keep up with Jeep and other Jeep-related merchandise? Follow along with us on Aventura Chrysler Jeep Dodge Ram social media.

Photo Source/Copyright: Stellantis Media
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