Classic Watch Brand Redefines Itself For the
First Time Since 1975, Embracing Life's Micro-Moments
NEW
YORK, June 20, 2024 /PRNewswire/
-- Armitron (https://www.armitron.com/), a trailblazer in the
world of timepieces, proudly announces the unveiling of its first
rebranding campaign in nearly five decades. Titled "Love Every
Second," this campaign marks a significant milestone for the
brand since its inception in 1975. With a renewed commitment and
rediscovery of celebrating life's moments, Armitron's latest
venture promises to redefine the essence of timekeeping.
The "Love Every Second" campaign is rooted in the brand's rich
heritage and guided by a commitment to authenticity. This
transformative "Love Every Second" initiative marks a pivotal
moment in Armitron's illustrious history to redefine the narrative
around timekeeping. It bridges the gap between its exciting
releases over the past year and vintage collections steeped in
nostalgia and iconic memorabilia timepieces like the beloved
Garfield watch.
At the heart of Armitron lies a profound story of resilience and
love. Founded almost 50 years ago as a family business, Armitron's
journey has been shaped by the indomitable spirit of its founders,
Eugene and Jean Gluck, whose legacy
of perseverance and optimism continues to inspire the brand's
ethos. "Love Every Second" encapsulates this legacy, celebrating
life's moments, big and small.
Armitron has been matching people with watches since 1975,
offering timepieces that stand the test of time and resonate with
individuals on a deeply personal level. Eugene Gluck believed that you were not fully
dressed and ready for the world unless you were wearing a watch.
Armitron takes pride in its heritage, embracing the values
instilled by its founders and the three generations of watchmakers
who have contributed to its success. The 2024 rebrand is an
embodiment of Armitron's dedication to crafting timepieces that not
only complete you and measure time but also help you cherish the
moments that matter most. It hones in on the fact that a watch not
only tells time, it also timestamps your story.
"At Armitron, we understand that time is more than just a
measurement – it's a tapestry of memories, experiences, and
emotions," states Barbara
Weichselbaum, CEO of E. Gluck Corporation. "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. 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."
"In a world where you can now have anything you want in a
moment's notice, we want to take the time to notice the moments in
between. There is so much in life to love and be hopeful
about," states Adam
Gelnick, CFO of E.Gluck Corporation. "We want to slow
down and cherish the precious micro-moments that define our
lives."
As part of the rebrand led by strategic branding agency Motto®,
which specializes in developing big ideas for brand
transformations, Armitron has debuted a new logo, refreshed visual
identity, and full redesign of its website. With a nod to the past
and an eye toward the future, the new logo borrows design cues from
the original 1975 mark while its modern styling projects a bold
step forward.
"Barbara Weichselbaum and the
remarkable people at Armitron have a big vision to propel the
brand's storied history into an exciting new chapter," states
Sunny Bonnell, Co-founder and CEO of
Motto®, Armitron's branding partner. "If anyone can keep watches
relevant and treasured in an ever-changing world, it will be
Armitron. We were honored to help them build a bridge to the
future."
A precursor for the rebranding was stunningly gorgeous yet
affordable collection releases for every wrist and every occasion
between 2023 and 2024 including the Armitron Loves Johnny, WAVE,
Ross & Rachel, Tilly, Minnie, Grant, Apex and
Pulse collections. Armitron will continue to release new
collections surrounding the rebranding through 2025 and beyond
which is a resounding reminder that Armitron lives watches and
loves watches. It's simply what they do.
"Our signature concept 'Love Every Second' isn't just a
tagline; it's now our internal north star that will guide
everything we do from here on out," states Marisol Tamaro, Chief Marketing Officer of E.
Gluck Corporation. "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 "Love Every Second" rebranding event, which commenced
on June 18, 2024, at the Yankee
Stadium Skyboxes, served as a platform to unveil the brand's
refreshed identity. At the event, guests enjoyed the game from the
best seats in the house while savoring gourmet food and drinks
themed with names of "Love Every Second," "Wristwatch Whirl,"
"Timepiece Tonic" and "Tick-Tock Tequila."
E. Gluck Corporation's CEO Barbara
Weichselbaum, who was presented by BPM-PR Firm's CEO
Monique Tatum, shared heartfelt
insights about her family's journey and the creation of the iconic
Armitron brand. Following Barbra, Chief Financial Officer and son
of Barbra Weichselbaum, Adam Gelnick briefly spoke about Armitron's
recent retail and growth initiatives. Chief Marketing Officer,
Marisol Tamaro closed out the
remarks with an overview of the full scale of meaning and detail
for the rebrand.
To conclude the speeches, Marisol presented the "New Armitron
Promotional Video" campaign video as well as the Love Every
Second campaign imagery. With a 4-2 win by the Yankees and NYC
social elites like Sonja Morgan of
The Real Housewives of New York as
well as E. Gluck Corporation executives in attendance the event was
an absolute success.
"The 'Love Every Second' rebranding ignites a fire within our
team, urging us to craft innovative product narratives rich with
humanity and emotion, forging profound bonds with our cherished
customers," continues Tamaro.
For more information about Armitron and its "Love Every Second"
2024 rebranding initiatives, please reach out to BPM-PR Firm at
info@bpm-prfirm.com or call 1.877.841.7244.
ABOUT ARMITRON
Since 1975, Armitron® has been devoted
to nurturing the spirit of individuality with high-quality,
high-style watches at accessible price points, driven by the
understanding that a timepiece is both a common thread and a
distinguishing factor. As a brand underneath the E. Gluck
Corporation umbrella, Armitron® connects prestige and curation with
unprecedented value and convenience. E. Gluck Corporation
manufactures watches under its flagship proprietary brand,
Armitron. The company also manufactures watches for major fashion
brands, including Anne Klein, Nine
West, Juicy Couture, Vince Camuto
and Steve Madden. Proudly
headquartered in New York,
Armitron is an Official Timepiece of the New York Yankees. For more
information, visit www.Armitron.com.
Media Contact:
Alexa
Morales
BPM-PR Firm
379450@email4pr.com
877.841.7244
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SOURCE Armitron