Building on its close ties with World Triathlon Corp (WTC) and the Ironman franchise, Timex has been quietly winding up programmes to move the brand away from its ‘old reliable’ positioning to a more athletic brand image.
Although the company’s strapline remains as ‘Timex… Keep on Ticking’, more associations with sporting events are now key to brand development. This is particularly given the in-roads made by rival Suunto. To mark its co-operation with the ITU (International Triathlon Union), Suunto introduced its Triathlon collection earlier in 2009 – the Suunto t6c Red Arrow and the Suunto t3c Black Arrow heart rate monitors.
Timex is now in its second year as official timing partner of the ING New York City Marathon, with Timex as official timekeeper throughout the course. Held on 1 November 2009, marketing initiatives included TV ads, newspaper print ads, out-of-home and a variety of executions around the race itself. A new 30-second media spot has appeared internationally via NBC Universal, nationally in the US via NBC network and locally via WNBC-TV’s five-hour broadcast of the race. The company used the marathon race to promote its 150-Lap Ironman TouchScreen watch.
The Timex strategy is to focus marketing on exclusive sponsorship of major triathlon and marathon races in Hawaii, London, New York, and Frankfurt. Prior to the ING New York City Marathon the company’s last big key event was the Virgin London Marathon. The company also sponsors what it calls ‘B-level’ events and expos.
