Jeep® Teams Up With Marathon Watches For New Collection

Marathon Watch and Jeep® have teamed up to launch a new collection of watches, including four amazing-looking timepieces that honor the Jeep brand’s history and honorable service supplying the Allied Forces dating back to 1941.

The collaborative Jeep x Marathon timepieces embody the resilient spirit of both companies and reflect upon their shared military roots and functional designs. The series draws inspiration from two iconic vehicles, the Willys MB — the first automobile used by the U.S. in World War II — and the modern Jeep Wrangler Rubicon. The new collection is a testament to a utilitarian design ethos and pays homage to each brand’s origins.

Further tying the two brands together is the military specification of “General Purpose.” In 1941, the U.S. military awarded the American firm Willys-Overland a contract to supply four-wheel-drive reconnaissance vehicles for use in the European theater. Some say that soldiers shortened the “General Purpose” designation to “GP,” from which the easily pronounceable word “Jeep” was derived.

Meanwhile, Marathon Watch Company officially began manufacturing timing instruments for the Allied Forces infantry. Marathon’s current field watch collection follows the proper government designation of “General Purpose,” shortened by the brand and denoted as simply “GP.”

“We are thrilled to embark on this partnership with Jeep,” said Mitchell Wein, president of Marathon Watch Company. “It’s been a long time coming. Our new collection honors the rugged, authentic Americana spirit 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. Over 80 years later, we’re teaming up with the Jeep brand and highlighting our shared military heritage in a truly special endeavor.”

The four timepieces include:

General Purpose (GP) Officer’s Series – Presenting two 41mm field watches, the Officer’s Series features a modernized treatment of the original Marathon WWII-issued dial. The classic dial has received updates in this new iteration, such as type treatments inspired by the Jeep Wrangler 1941 Limited Edition, a fresh black dial, and fully lined Aged-Radium numerals. Each model boasts a 316L steel case with a parkerized finish, reducing reflectivity and increasing corrosion resistance. The set is offered in hand-wound mechanical (SSGPM) and quartz (SSGPQ) versions, featuring 12-hour and 60-minute scales. An 18-jewel Swiss-made Sellita SW210-1 mechanical movement drives the 41mm SSGPM.

Meanwhile, the 41mm SSGPQ is powered by a Swissmade ETA F06.402 HeavyDrive-PreciDrive quartz movement. MaraGlo illumination on the hour hand, minute hand, and Arabic hour numerals guarantees enhanced visibility in low-light conditions. Each watch has a new three-piece Leather Strap Kit from Crazy Horse Leather.

• 41MM JEEP WILLYS SSGPM (WW194033SS-4001): $650 USD
• 41MM JEEP WILLYS SSGPQ (WW194034SS-4001): $500 USD

Search and Rescue (SAR) Series – Complementing the Officer’s watches are two new additions to the SAR line. The designs create a timeless military look that seamlessly fuse elements from each brand. This set is offered in self-winding automatic (GSAR) and quartz (TSAR) versions. Both dials feature a distinctive “red line” indicator repurposed as a 15-minute count-up (inspired by Jeep dashboard instruments) and type treatments inspired by the Jeep Wrangler 1941 Limited Edition. Iconic to the SAR series, each watch is outfitted with an oversized 60-minute/120-click unidirectional dive bezel and is engineered with 300m water resistance. Each timepiece combines tritium gas tubes and MaraGlo technology to illuminate the dial and full handset. A Swissmade Sellita SW200-1 automatic movement powers the 41mm GSAR, while the 41mm TSAR features a Swiss-made ETA F06.412 Heavy Drive PreciDrive quartz movement. The seven-slot Jeep grille on the side of the 316L steel case and the Willys star on the knurled steel crown are engraved on both watches.

• 41MM JEEP RUBICON GSAR® (WW194006SS-4101): $1,500 USD
• 41MM JEEP RUBICON TSAR® (WW194007SS-4101): $1,200 USD

Found on each of the stainless-steel case backs is an engraving of the Jeep brand’s lifestyle motto, “Go Anywhere, Do Anything,” as well as all required technical information. Each timepiece is also emblazoned with the words “Since 1941” to honor the shared military history between the two brands and features a unique serial number and a custom Jeep x Marathon signature logo. All four collaborative timepieces come complete with limited-edition tin packaging.

The Jeep x Marathon collection is available exclusively at marathonwatch.com and select authorized dealers, retailing for $500-$1,500.