How Timex Uses Pre-Order to Capture Demand and Maximize Launch Revenue

When Timex launches a highly anticipated collaboration, it’s important they can seize the moment. Shopper excitement peaks fast and can evaporate just as quickly if they hit a “Sold Out” message at the wrong moment. 

That’s why Timex has made pre-orders a core part of their sales strategy for high-velocity launches and collaborations and more. A prime example: the limited edition Timex x Superman Marlin Jet Automatic watch. 

Using Purple Dot’s pre-order platform, Timex was able to validate demand, sell inventory before it ever hit the warehouse, and capture nearly half of its total allocation on day one– all without any additional operational complications.

Selling Nearly Half of Inventory Before Stock Arrived

For the Timex x Superman collaboration, the team knew excitement would be high. The question wasn’t whether this product would sell but rather how to capture demand at its peak. 

By launching the watch with pre-orders, Timex was able to test real demand before inventory ever hit the warehouse. The result? Nearly 50% of incoming stock sold on the very first day of pre-order, a momentous start to a ninety day campaign that continued to convert interest into revenue. 

By validating consumer interest through pre-order, Timex could be confident that they’d sell through their stock, without putting any additional pressure on their marketing team.

This wasn’t just a strong launch– it was proof of consumer excitement. Purple Dot allowed Timex to capture demand instead of selling out too early and missing revenue during the peak hype window. 

Turning Hype Into A Sales Moment

By strategically using pre-orders, Timex was able to turn the Superman launch into a broader press moment and build buzz. They worked closely with filmmaker James Gunn, whose name was etched on the back of the watch case. A social post from him encouraging fans to go pre-order the limited edition item drove a clear spike in traffic. 

With Purple Dot, Timex was able to convert that attention immediately into sales. Some customers may have been first-time Timex buyers brought by the Superman pre-order campaign, who now have a new familiarity with Timex and can be converted to brand loyalists. 

This is the difference between knowing pre-orders are powerful and having the infrastructure to scale them when it matters most.

Pre-Orders Without the Pain

Timex has been able to use Purple Dot to turn pre-orders into a reliable sales channel, using them regularly across collaborations and backorders– especially in instances when inventory is confirmed but not yet available. 

Purple Dot’s easy integration into their system meant Timex experienced no disruption to their existing workflows. Instead of shoppers hitting a dead end with the dreaded “Notify Me When In Stock” button, customers can buy confidently. They receive clear ship dates and transparent communication at every touchpoint, building trust and minimizing support tickets and cancellations. In the event of supply chain delays, Purple Dot makes it easy to communicate with customers. Timex can set the updated ship dates once in their Purple Dot portal, and the system automatically updates it across every customer touchpoint.

In summary this means:

• No added burden on customer support
• Clear ship dates that reduce cancellations and customer confusion
• Backorders continue selling instead of losing demand
• Ops team stay in control, even when supply chain timelines shift

Beyond Superman: Pre-Orders as a Core Sales Strategy

The Timex x Superman launch wasn’t a one-off success. 

Timex now uses pre-orders:

• To convert demand spikes for collaborations
• To never truly go out of stock for backorders 
• To mitigate the impact of any supply chain delays on their core products

And more. 

In their first 5 months with Purple Dot, Timex has generated over $1M in pre-order revenue for just one store, making pre-orders an everyday lever for capturing demand and smoothing operations. In the future, Timex plans to use Purple Dot for forecasting, to help minimize inventory risk, and they intend to expand their pre-order strategy across additional products and international markets using Purple Dot’s robust and real-time insights. 

In sum, pre-orders are not just a workaround– they’re a mainstay. 

Selling earlier can transform your business. A pre-order strategy gives brands the selling flexibility they need to accelerate sales, never truly go out of stock, and optimize costs. We’re here to partner with you to help make your pre-order operations a strategic pillar towards your growth. Reach out to hello@getpurpledot.com