MIDDLEBURY, Conn. (March 24, 2021) — Timex®, a world leader in watchmaking, unveils its new brand campaign – WE DON’T STOP™. The slogan known around the world, “It takes a licking and keeps on ticking,” is getting a modern update that better expresses the outlook and mindset of the company in the 21st century. With the campaign’s debut, Timex unveils its new creative featuring notable change makers from around the world who display their resilience and are inspiring others through their actions, as well as supporting the #TOGETHERBAND campaign, through action and a charitable donation to further the “We Don’t Stop” mission and provide a platform for everyday heroes.
With this new campaign, WE DON’T STOP™ conveys a message of hope and resiliency as many around the world continue to persevere in the face of difficult circumstances. The campaign’s hero video, shot pre-COVID, now symbolizes a future where people can be brought together again, to achieve a common mission and celebrate each other’s achievements. This ethos serves as the inspiration for the video, which is overlaid with a special rendition of Queen’s “Don’t Stop Me Now” — a perfect encapsulation of what the campaign is all about, and how the brand is readying itself for whatever comes next.
Dubois, Executive Director and Co-Founder of the Canadian non-profit organization The Ocean Legacy Foundation, embodies WE DON’T STOP™ with the goal to end plastic waste in our oceans.
Northeast Passage is the current model to match for elite-level sled hockey, displaying the WE DON’T STOP™ spirit as they provide support and development for handicapped athletes to compete at the highest level.
Sidharth Malhotra is a Bollywood actor who started his own career without any background or connections in the Indian film industry. His can-do, WE DON’T STOP™ attitude has won him millions of fans from all over the world.
The Timex WE DON’T STOP™ campaign symbolizes the continuation of their boundary-breaking mentality, championing everyday heroes who display resilience in everything they do and inspire others through their actions.
“WE DON’T STOP is a natural progression for the brand,” says Tobias Reiss-Schmidt, President and CEO of Timex Group. “The campaign speaks to the resilience that we are all surrounded by – stories of grit, perseverance, ingenuity and heart – stories that strengthen us to carry on. WE DON'T STOP champions our everyday heroes and everything we have stood for over the past 167 years, without losing a step as we continue forward.”
For more than a century, Timex has been innovative and forward-thinking with bold new ideas for the ever-changing times. Timex has graced the wrists of presidents, traveled to space and continued to innovate and collaborate with some of the coolest designers and brands in fashion. The WE DON’T STOP™ platform symbolizes the continuation of a boundary-breaking mentality, championing everyday heroes that embody “We Don’t Stop” in everything they do. This campaign is here to be more than an ethos at Timex; it provides a platform for all the stories out there that have inspired the company to keep going.
It is with that outlook that Timex has joined #TOGETHERBAND in driving awareness for this global campaign dedicated to creating a more equitable, peaceful and sustainable future for all. It is just one more step the company is taking toward a better future — something worth striving for as we continue to adapt, grow and learn.
* All production for the campaign was completed in 2019, prior to the start of the COVID-19 pandemic.
For more information, please visit https://timexgroup.com.