Think 'Timex' and the first thing that comes rushing into most people's minds is sport. Images of huge stopwatches overlooking Olympic events, seconds split a hundred ways to mark new world records and branded banners adorning mass participation events are all synonymous with the American institution. The brand is seemingly as old as time itself and, perhaps above all else, is distinctively masculine.

But hidden beneath that tough chrome and glass exterior is another - very different - side to the Timex story. For as well as dominating the fields of sport and endurance when it comes to timepieces, the company has also dedicated several decades to fine-tuning its female fashion range. Alongside the stop watches, pace-setters and heart monitors in the Timex catalogue, are classic, sleek designs for women who want to make a statement. One of the bestselling examples of these high-end watches is the Times Retrograde.

Avant-guarde detail compliments slender design featuring textured dials which evoke memories of the classic look of 1920s high society - while maintaining the functionality of a modern watch. Meanwhile, if you or your partner feels you are worth more than the reasonably priced Retrograde, the women's diamond watch will, according to Timex, make everyday feel fabulous. 16 sparkling diamonds and a genuine leather strap make for a pretty bold statement that its wearer has class, without being too glitzy for non-social events.

More understated women's watches, which still maintain a touch of glass, include the T-Series. Timex's own admission that they are forward-thinking, yet classic, may be a slight stretching of the truth. However they have certainly proved popular among the fairer sex all over the world and their lasting quality cannot be denied. Then there are the elegant Timex Dress Watches. Too good for the office, mucking in with the kids and other domestic chores, these are strictly reserved for those special nights when appearance is priority number one. Whether it's a mini sundial set into a gold bracelet, or a cut of the finest leather beset with a sleek, modern face, there is a watch to suit the most opulent of tastes.

Of course Timex also has every angle of the female sports market well covered and bridges the gap between fashion and performance with the Sport Luxury models. Timex makes a number of hybrid pieces which fuse the brand's age-old sporting heritage with stylish designs fit for the most demanding fashionistas. Night-lights and water resistance capabilities are forged into an elegant sweep of polished metal to bring the best of both worlds.

Timex is by no means the world's market leader when it comes to keeping women punctual. But behind all the hype surrounding its sporting prowess, it has quietly become a darling of the fashion world with a range of practical, stylish and distinctive watches.