-IN A WORLD THAT OFTEN EQUATES PRODUCTIVITY WITH SUCCESS, TIMEX'S LATEST CAMPAIGN ENCOURAGES US TO "WAST MORE TIME" SEEKING FULFILLMENT AND JOY

MIDDLEBURY, Conn., Oct. 16, 2023 /PRNewswire/ -- Timex, a pioneer and disruptor in the watch industry, is turning the notion of wasting time on its head with its latest campaign, 'Waste More Time.' In a world where every moment seems to be taken into account, they champion the idea that time lost in finding the freedom to be yourself is time well spent, even if others consider it a total waste.

"The campaign embraces slow with a focus on mindfulness and fun, while inspiring us to examine the amount of time we genuinely spend discovering ourselves and our true passions. Are we keeping time or is time "The one that's controlling us? Leaving a Timex on your wrist will be your reminder to slow down and do something you love," said Shari Fabiani, chief marketing officer of Timex Group.

Through its 'Waste More Time' campaign, Timex shares the stories of The Chef, The Best Dressed, The Sunbather, The Fighter and The Color Coder, who find satisfaction in wasting time on their favorite activities. Featuring chef Zhan Chen, style icon Chloe King, DJ Andre Power, UFC champion Sean O'Malley and Elizabeth Sweetheart (known as Brooklyn's "Green Lady"), it exemplifies how a Timex brings back time to your hands so you can spend it chasing what fills you; a Timex keeps time so you can forget about it.

Timex celebrates the belief that genuine ownership of time is rooted in embracing our deepest passions, whether we're browsing, eating, creating, concentrating, or doing absolutely nothing. They believe that each of us has our own path to fulfillment in life and that there is undeniable beauty in that diversity.

So go ahead, stay up a little later, watch the next episode, take the scenic route, and forget about that annoying reminder; because Timex believes that when you really enjoy what you do, it's not wasting time: it's living.

To view the full campaign visit Timex.com/waste-more-time

ABOUT TIMEX GROUPTimex Group designs, manufactures and markets innovative watches around the world. Timex Group is a privately held company headquartered in Middlebury, Connecticut, with multiple operating units and more than 3,000 employees worldwide. As one of the largest watch manufacturers in the world, Timex Group companies produce watches under several world-class brands, including Timex, adidas, Ferragamo, Furla, Gc, Guess, Missoni, Nautica, Philipp Plein, Plein Sport, Ted Baker and Versace.

Follow Timex on social media: @timex

Media Contacts: Patricia Rappaport, patricia.rappaport@civic-us.com | Rachel Walder, rachel.walder@civic-us.com

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