Timex modifies positioning to ‘Wear it Well’

05 Mar,2014

By a correspondent


Poised as the largest marketing and rebranding exercise ever taken, Timex has unveiled 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.


The multi-platform ‘Wear it Wellâ„¢’ 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.


“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 Cambridge, 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.


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