Watchmaker Armitron has launched ‘Love Every Second’, its first rebranding campaign in nearly five decades, marking a significant milestone for the brand since its inception in 1975. Armitron renewed its commitment to rediscovery and celebrating life’s moment and promises to redefine the essence of timekeeping.
Love Every Second is a pivotal moment in Armitron’s illustrious history. It bridges the gap between its exciting releases over the past year and vintage collections steeped in nostalgic and iconic memorabilia timepieces like the Garfield watch. Armitron has been matching people with watches since 1975 – with watches that stand the test of time and resonate with individuals on a deeply personal level.
Barbara Weichselbaum, CEO of E. Gluck Corporation, said they understand that time is more than just a measurement. “It’s a tapestry of memories, experiences, and emotions. Armitron has been a constant companion throughout life’s journey on the wrists of multiple generations, and we are excited to continue that tradition with this rebrand,” she said. “Our renewed focus and company presentation represent a continuation of the legacy that Armitron was built on. Embodying a rich historical tapestry of family and quality, but never taking moments for granted.”
Adam Gelnick, CFO of E. Gluck Corporation, believes there is so much in life to love and be hopeful about. “We want to slow down and cherish the precious micro-moments that define our lives.” Marisol Tamaro, Chief Marketing Officer of E. Gluck Corporation, highlighted their signature concept ‘Love Every Second’ saying that it isn’t just a tagline. “It’s our internal north star that will guide everything we do from here on out. It encapsulates our ethos of celebrating life’s kaleidoscope of moments from the grandiose to the everyday delights. We want those moments to be remembered by an Armitron and to be with our customers every day – right on your wrist. For big moments and little wins.”
Armitron’s rebranding included the introduction of a new logo, refreshed visual identity and redesign of its website. The new logo borrows design cues from the original 1975 mark with a modernized styling for a bold step forward.
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