Timex has announced a promotional collaboration with Sony Pictures Animation for the animated film GOAT, which released in Indian cinemas on February 20, 2026 in English and Hindi.
The collaboration connects the film’s central theme of perseverance with Timex’s positioning around time and endurance. Set in an all-animal world, GOAT follows the journey of its protagonist, a small goat named Will, who attempts to prove that “Smalls Can Ball,” reflecting an underdog story centred on persistence and determination.
Through the association, Timex aligns its messaging with the idea that achievements are built gradually over time. The brand’s watches are presented as symbolic of the time and effort required to transform potential into accomplishment.
Deepak Chhabra, Managing Director, Timex Group India Limited, said, “GOAT is all about backing yourself early, putting in the hours, and turning raw potential into something real. That mindset has powered Timex for over 170 years, and this collaboration brings it to life in a way that is bold, playful, and truly represents us- Greatest of All Timekeepers. We’re excited to be associated with the film’s release in India, as its message strongly reflects our journey and helps us connect meaningfully with audiences across the country.”
Shony Panjikaran, General Manager and Head of Sony Pictures Releasing International ( SPRI), India said, “GOAT is a story about heart, resilience, and the belief that greatness is built over time, not handed out overnight. Timex’s legacy perfectly reflects that spirit, having measured the moments that shape achievement for generations. Together, we’re proud to bring audiences a collaboration that not only entertains but also inspires them to embrace their own journey toward greatness.”
According to the companies, the collaboration aims to highlight the shared themes of perseverance, effort and personal growth that run through both the brand’s messaging and the film’s narrative.
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