14 January 2014

Timex Invites the World to “Wear it Well”

New Brand Campaign to Debut

Middlebury, CT – (September 11, 2013) – Middlebury, CT, January 14, 2014 – To help commemorate its 160th anniversary, Timex today introduced a multi-million dollar marketing campaign that focuses on its American heritage and its portfolio of watches which feature classic styles that stand the test of time.

Since the 1950s, Timex has been known to many as the brand that “takes a lickin’ and keeps on tickin’.” Beginning today, however, that will change, as Timex is poised to launch one of its largest-ever marketing and rebranding initiatives.

The multi-platform “Wear it Well™” campaign acknowledges that men and women no longer wear a watch to simply tell time – they wear a watch to make a statement about themselves. The statement they make when they wear a Timex® watch is that they are unpretentious, optimistic, genuine and self-assured, and that they are people of character.

“Our objective in developing our new positioning and advertising campaign was to help this generation rediscover Timex,” said Paolo Marai, President, Timex Business Unit. “We wanted to communicate that our brand is relevant by leveraging what has made us great for the past 160 years – that Timex is truly timeless and that Timex watches are classics and never go out of style. ‘Wear it Well’ does exactly that.”

Created by Toth + Co, an award-winning marketing agency based in Boston, MA, the campaign is centered around a series of black and white photographs that provide insights into the character of the people who wear Timex watches. Various executions of the ads will appear in print, on-line and outdoor media throughout the world.

“As we begin a new chapter in the Timex story, the ‘Wear it Well’ sentiment will be at the center of everything we do,” Marai continued. “Timex continues to evolve, along with the watch industry as a whole. We know that a watch does more than tell time; it is an expression of your character and personality.”