The TX Watch Company was launched in 2006 by the Timex Group, an international holding group and corporate parent of global watchmaking companies, including Timex Group USA, Inc., TMX Philippines, Inc., and Timex Group India Ltd. Marketed under the Technoluxury trademark, Timex discontinued the TX Watch Company and its brand in 2011 — migrating its multi-motor, multi-hand technology to the Timex Intelligent Quartz (IQ) sub-brand in 2012.