Marathon Watch, Jeep Brand Announce Collab

New collection features four timepieces celebrating each brand’s military history.

License Global

May 7, 2024

2 Min Read

Marathon Watchand the Jeep brand have announced the launch of the new Jeep x Marathon collection, introducing four feature timepieces that honor each brand’s history and honorable service supplying the Allied Forces dating back to 1941. 

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 stands as a testament to an ethos of utilitarian design and pays homage to each brand’s origins.  

Further tying the two brands together is the military specification of “General Purpose.” In 1941, American firm, Willys-Overland, was awarded a contract by the U.S. military 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 infantry of the Allied Forces. Marathon’s current field watch collection continues to follow 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,” says Mitchell Wein, president, Marathon Watch Company. “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.” 

Related:Manly Bands Partners with The Jeep Brand

“We are extremely proud of this very unique collaboration that speaks to a shared legacy of common values and legendary history in our Jeep x Marathon Officer’s and SAR watches,” says Kim Adams House, head, licensing and merchandising, Jeep. “These timepieces aren’t just to tell time – they tell a story of two brands uniting, based on shared values and purposeful use for consumers, uniting ‘Jeep people’ and ‘watch people.’ Both the Jeep and Marathon brands have built sterling trustworthy reputations, so whether you’re hitting the road in a Jeep or navigating the terrain on foot, these brands can be relied upon to lead the way as true partners and companions allowing consumers to ‘go anywhere and do anything.’” 

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 as well as a custom Jeep x Marathon signature logo. All four collaborative timepieces come with limited-edition tin packaging. 

The Jeep x Marathon collection is available exclusively at and select authorized dealers. 

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License Global

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