• by Laurie Sullivan  @lauriesullivan, October 24, 2023

In a world that almost always rewards those with high productivity levels, Timex's latest advertising and marketing campaign encourages people to “waste more time” to find joy and fulfillment.

“It was time to really look at what consumers want and understand what they are talking about,” said Shari Fabiani, CMO at Timex Group. “It started with Gen Z and how they pushed back on the hustle culture. They really started a movement that crossed generations to find what brings them joy and happiness.”

The campaign builds on emotions, focusing on slowing down from the hustle and bustle of everyday life, and understanding that time wasted is time well spent, Fabiani said.

Timex and the agency Highsnobiety created the campaign, building a microsite to drive traffic mostly from social networks and search. The global campaign also includes ad buys in out-of-home media. Production costs were "relatively low," and it was more about creating a story.

“We don’t have a brand problem, but we do have a relevancy problem,” Fabiani said. “Now we have an opportunity to connect with consumers on a deeper level than just a transaction. We don’t need a watch to keep time. We have a phone. But it’s the emotional connection of putting on a watch that stands for an emotional symbol.”

By featuring Chef Zhan Chen, style icon Chloe King, DJ Andre Power, UFC Champion Sean O’Malley, and Elizabeth Sweetheart — known as the "Green Lady" of Brooklyn — the campaign exemplifies how a Timex puts time back in the hands of those who need it to chase and fulfill dreams.

Social listening plays a big part of Timex’s strategy. Fabiani called it surprising that the company has so many consumers across demographics that still write the company letters and send direct messages to share what’s important to them.  

Telling time has become an art. Analog is pushing against digital, it’s just part of life. “We still embrace analog life,” she said. “It is the whole art of slowing down and doing what makes you happy. We have a unique path and opportunity to embrace this.”