Challenge:
TIMEX has helped to define how the world tells time since 1854. In honour of its rich history, the iconic brand developed a new collection of watches, TIMEX Originals, which feature vintage-influenced timepieces combining inspiration from past decades with style features of today. In addition to creating awareness of the new collection, TIMEX wanted to communicate the authenticity of its heritage to consumers, elevate its brand image and make the brand relevant to a younger market with the launch. How do you change brand perception from basic and reliable to trendy and fashionable, generate news coverage and impact sales for a new collection of watches?
Strategy & Execution:
The Paradigm team developed an event concept that showcased the TIMEX Originals collection and educated media on the history of the brand. The event was held at Toronto’s One King West. PPR worked with TIMEX to use vintage pieces from its archives housed Timexpo, the TIMEX Museum in Waterbury, CT, and showcase them against the new collections. Invited media and influencers experienced the history of TIMEX through displays of original timepieces and presentations, followed by the unveiling of the new collection which was housed inside the actual vault. Models were also dressed in vintage period clothing to match the originals theme. All attendees received the TIMEX Originals watch of their choice.
The launch event was supported by a national media relations campaign and influencer seeding program.
Results:
35 lifestyle, fashion, beauty media and stylists attended the event
20 plus tweets were sent out during and after the launch event
31 news stories appeared in media outlets across Canada including the National Post, Chatelaine.com and FashionTelevision.com
Total reach of more than 5 million
Canadian journalists and influencers had this to say about TIMEX Originals:
“I’m getting great use out of the Timex watch I received at your event, wearing it almost everyday.” –Jesse Giddings, MuchMusic VJ
“I think it is a great line.” –James Bassil, AskMen.com