Electric goes digital

SAN CLEMENTE, CA – ELECTRIC announced today its launch of two new digital watches to its line, a basic digital for $75 and a digital simple tide watch for $100.

With styling inspired by the basic digitals of the late 70's and early 80's, ELECTRIC’S digital watches are re-engineered to include modern features such as PU fused nylon straps, 100m water resistance, and custom stainless hardware.

"We realize that the majority of people who wear watches in our sphere of influence are more active than most. We set out to develop a durable, lightweight, accurate and waterproof watch that is easy to use and read. Ultimately, we see these watches as the perfect marriage of timeless style and functional performance. These watches are made to be used by all walks of life, from kids to our parents…some of which actually inspired the design." – Eric Crane, President & CEO, ELECTRIC

The basic digital, dubbed the ED01, will include time, date, stopwatch, timer, alarm and light. In addition to the features found on the ED01, the digital tide watch, or ED01-T, features a simple tide prediction index and moon phase.

Simple, easy to use and durable are the ways ELECTRIC athletes and ambassadors have described the watches during their extensive wear testing, some of which can be found on a new video housed on ELECTRIC's website and social networks.

For more information and images, visit: electriccalifornia.com

Electric is a global, premium sport and lifestyle accessory brand rooted in Southern California's rich action sports, music, art and customization culture. Electric designs and markets an extensive line of watches, sunglasses, snow goggles, snow helmets, bags, apparel and accessories throughout the globe. In 2011, Electric became part of the Kering group, a world leader in apparel and accessories.