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.

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