Timex is a brand that needs no introduction: the watchmaker has been in the game for over 150 years and counting. From its first quartz watch in the ‘70s to today’s enviable roster of coveted collabs, Timex has never been shy about making a statement.
Building on this reputation for innovation, Timex has embarked on a thought-provoking campaign that brilliantly challenges conventional notions of productivity. More often than not, we find ourselves at the mercy of deadlines or rushing to the next function on our calendar without questioning whether we’re keeping time or if time is, in fact, keeping us. Aptly named ‘Waste More Time,’ the campaign celebrates people spending time on things that actively bring them joy.
It’s easy to fall prey to the rhythm of being busy and lose sight of things that actually make us happy. Some folks thrive on checking off a to-do list, or not having one at all, and it’s this notion that Timex aims to cleverly invert.
With work-related burnout and stress at all-time highs, it’s a welcome reminder that time wasted on leisurely pursuits can be time well spent. Timex believes that the only way to own our time is by doing what we love most — whether that’s self-care, binge-watching an old TV show, or just doing nothing at all.
Reinforcing this idea, the campaign spotlights four individuals from all walks of life sharing how they waste time simply by enjoying their favorite things, however mundane or whimsical they may seem. Their stories resonate with Timex's ethos by challenging the relentless pursuit of efficiency and underscores the importance of savoring life's simple pleasures.
By asking us to reflect on the true purpose that guides our lives, Timex questions the notion that every second of our existence must be governed by the relentless ticking of the clock.
It’s rooted in the simple philosophy that we should reclaim control over our time. In a world where we often feel time slipping away, Timex's "Waste More Time" campaign is a call to action, a reminder that it's time to take back what we've lost and cherish every moment doing what makes us truly happy.
Timex empowers individuals to decide what's truly "time well spent" and that time belongs to us — not the other way around. Featuring Chef Zhan Chen; Elizabeth Sweetheart, aka the “Green Lady of Brooklyn;” DJ Andre Power; and style icon Chloe King, explore Timex's range of daily drivers and read on to discover how they put time back in their hands.
As the executive chef at Potluck Club, one of Manhattan’s newest culinary hotspots, the nonstop hustle and bustle of the kitchen leaves Chen with little time for much else let alone cooking for himself. But that doesn’t stop him from spoiling his four-legged friend Ollie with a home-cooked meal. Outside the kitchen, though, he’d like to get out of the city more often, even if just for a weekend.
For Elizabeth Sweetheart, or more affectionately known as the "Green Lady of Brooklyn,” her nickname is well-deserved. The artist and fabric designer has been rocking head-to-toe green for nearly three decades and has completely enveloped her Carroll Gardens home with the vibrant color. As one might expect, it can be hard to choose the perfect fit when your closet is a giant palette of green. When Sweetheart isn’t debating her inner monologue on which shade to wear, she enjoys life's simple pleasures.
The Green Lady Of BrooklynMy favorite way to waste time and take it slow is] gardening and making coffee in the morning. I started doing my exercises, which I find relaxing. When you get older, you change them and do what’s best at the time.
As a co-founder of the music and art collective Link Up, DJ Andre Power is a master of blending artistry with sound. Throughout his travels performing in over 25 countries, he developed a knack for unearthing up-and-coming artists and showcasing them along the way. During his downtime, however, Power would like nothing more than to just vibe out on his roof with headphones on doing absolutely nothing.
DJ Andre PowerIt’s important to recharge.
We couldn’t agree more.
As a bonafide style connoisseur, Chloe King has mastered the art of statement dressing and has conquered her fair share of fashion weeks. So when it’s time to put on her best fits these days, King would rather play dress-up at home. See, being all dressed up with nowhere to go can be fun. But when she does venture out, the same still holds true:
Chloe KingI always try and give my eye something new to look at.
So, the next time you spot a Timex, remember to waste more time.
