Lifestyle branding agency Toth+Co launches a new global, integrated campaign for Timex watches. The campaign, incorporating print, digital and TV/OLV, will be used across markets including in nearly 6,000 branded POS displays in North America, Latin America, Europe and Asia.
The new work is an extension of Toth’s 2013 Timex “Wear it Well” campaign, and places the Timex brand in an updated, lifestyle context. The campaign targets modern-minded customers who increasingly reject so-called “status” brands in favor of time-tested brands with rich stories of authenticity and heritage, but also expect modern styling and up-to-date technology. “These are consumers who understand that timelessness, quality and style doesn’t require a high-price. They choose Timex because it has everything you need and nothing you don’t,” according to Toth+Co Director, Zack Toth.
West Coast-based husband and wife team, We Are The Rhodes, who worked on the original 2013 “Wear It Well” campaign, shot the campaign in Portland, Oregon. Creative shows the breadth of Timex product offerings, including classic analog styles, activity trackers, and Timex Ironman GPS-enabled sport watches.
The spot can be seen here: https://www.youtube.com/watch?v=a9UM3pYXH_A
The campaign shows a group of mid-twenties friends who represent Timex’s diverse, global audience coming together for weekend getaway – each wearing a Timex watch that fits his or her own style. The initial campaign will appear in newspaper and digital in time for Father’s Day. Billings for the new assignment were not discussed.
About Timex Group:
Timex Group designs, manufactures and markets innovative timepieces globally. Founded in 1854, Timex is part of Timex Group, a privately held company with multiple brands and over 5,000 employees worldwide.
Toth+Co is an independent, full-service branding and advertising company with over thirty years of experience in the fashion and lifestyle space, serving clients such as: Tommy Hilfiger, Coach, Keds, Nautica, Timex, Ralph Lauren, J.Crew, Wrangler, L.L.Bean and Hyatt. More information: www.toth.com.
