In the mid-1980s, Timex abandoned its development of various consumer products and refocused efforts specifically on timepieces. Product quality and fashionable design became essential to success in the mass market. Timex had a solid reputation for durable products, and the company put increased efforts behind quality improvement. Longer battery life, more durable gold plating, greater accuracy, and more water resistant styles were some of the many improvements that they implemented. They created new quartz analog movements using fewer components, reducing overall production time and costs. Top athletes assisted in the design of sports watches for specific sports, which led to the introduction of the Ironman Triathlon in 1986 which was named for the Hawaiian triathlon that the company had sponsored since 1984, and it became the most successful Timex watch in the post-mechanical watch era. Within its first year, Timex Ironman became the best-selling watch in the United States, and the world's largest selling sport watch for the next decade.