Timex to reposition brand as fashion accessory

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Timex has employed a PR agency to help transform younger consumers’ perception of the brand and position the watches as fashion accessories in the UK.

The watch brand has hired Brand at MHP, which has previously worked with Moonpig, Hotel Chocolat and American Express. The agency will now handle all of Timex’s consumer and lifestyle media relations in the UK.

Brand at MHP managing director Rachael Sansom said: “Timex, on a global level, is a huge brand but there is work to be done in terms of UK awareness. We will talk to new audiences and aim to reignite love for the brand.”

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The PR agency held its first event for the brand in London yesterday to introduce the brand to fashion bloggers.

Gemma Irvine of Brand at MHP, who was at the event yesterday, said: “We set out wanting to change the perception of Timex – perhaps a bit dusty and old-fashioned – amongst some of the most influential fashion bloggers in the UK. In front of my very eyes, I saw these uber-glam and uber-lovely bloggers bewitched by the stylish Timex pieces.”

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