Timex is leaving behind its "ticking" theme for a new fashion-focused slogan: "Wear it well." The accompanying $5 million print, online and outdoor campaign by Toth & Co., Boston, also includes a new logo with a nod to Timex's founding year, 1854. Today, people "wear a watch because it is an expression of yourself, your status, and eventually it can tell you the time," said Timex Business Unit President Paolo Marai.
Timex campaign drops "ticking" slogans for "Wear it well"
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