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There are people who, deep down in their hearts, are Timex People. Are you one of them? You believe classic is the new avant garde.

Wise is the new smart. Not looking at your phone hardly ever is the new looking at your phone all the time.

It’s simpler than it looks. It all boils down to character.

And it turns out, you’ve got it.

Wear it well.

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BRAND DNA®

  • Original
  • Unpretentious
  • Optimistic
  • Trusted
  • Relevant
  • Genuine
  • Confident

There are people who, deep down in their hearts, are Timex People. Are you one of them? You believe classic is the new avant garde.

Wise is the new smart. Not looking at your phone hardly ever is the new looking at your phone all the time.

It’s simpler than it looks. It all boils down to character.

And it turns out, you’ve got it.

Wear it well.

Assignment
Claim ownership and re-establish relevancy for the 160-year-old watch company, while uniting the brand globally for the first time in its storied history.

Target
Men and women, 25-34, who favor time-tested brands with rich stories of authenticity.

Insight
Millennial consumers seek products with substance that serve as an outward reflection of their own character. There is an understanding that authenticity, quality and style don’t require a high price or anything more than what you need.

Execution
The “Wear it Well” campaign sought to bring to life the idea that with the small amount of time we’re each allotted on earth, we must spend it wisely. The re-brand was the first effort to unite the brand globally through a consistent articulation of what it stands for and why it matters.

Results
The “Wear it Well” campaign was the most successful in Timex company history:

  • First-ever campaign to be used across global markets (North, South and Central America, Europe, US, Middle East and Asia-Pacific)
  • Post-launch, sell-in was the best in company history, solidifying and growing key wholesale partners
  • Timex shipped +6,000 branded POS units, bringing the brand to life in display, shop-in-shops and kiosks
  • Campaign reached over 20 million Millennials
  • Campaign became foundation for Timex’s 160th anniversary celebration worldwide

Growth
Since 2013, the “Wear it Well” campaign laid claim to Timex’s authentic place in American history. Based on its success, Timex and Toth+Co evolved the creative into a growth platform, ultimately implementing the campaign globally and unifying Timex’s full range of products for the first time ever.

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Optimism

Optimism is the belief that anything is possible if you put your mind to it.
It’s the power to change, to make the world a better place.

Optimism is our life philosophy and business strategy.
When you believe in better, it creates the space for it to exist.

The Videos


Dreamt up by our late founder, Mike Toth, as
he was battling throat cancer, these videos
tell an uplifting story about finding
the silver lining in life’s challenges.

Watch Now

Create Optimism


To us, line art symbolizes the future’s
vibrant colorful potential.
Upload any JPG file below to
create your own customized Optimism line art.

Try It