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Armitron Watches partners with Brooklyn-based graffiti artist to launch capsule collection


Armitron Watches is to showcase a new collaboration with Brooklyn-based graffiti artist Frankie Botz at a pop-up event in New York next week.

The brand, which has been designed watches for more than 65 years, is set to launch the new collection to coincide with a brand refresh and a new digital and social campaign this holiday season.

The one-of-a-kind watches by Botz will be available at the Coffee ‘n’ Clothes pop-up at Showfields in NoHo on November 5 and 6, as well as other pieces from the 2019 holiday watch collection from Armitron Watches.


The two-day brand takeover will engage with the public and offer free Armitron designer lattes; preview the holiday collection and shop one-of-a-kind graffiti watches and allow visitors to unlock holiday shopping discount codes.

Botz will also be on site for custom designs, and with every purchase of any piece, customers are entered to win an Armitron holiday gift set.

Bobbie Weichselbaum, President of E. Gluck Corporation, the parent company of Armitron Watches: “For over 65 years, Armitron has been designing quality watches fueled by a message of personal empowerment. The brand refresh, along with the exciting collaborations planned, support our commitment to this core value and our customers’ motivation to share moments of reflection, inspiration, excitement and accomplishment.”

The new Armitron In Real Time (#IRT) digital and social campaign focuses on encouraging consumers to honor those little stretches of time during the day that may go unmarked on their calendars but shouldn’t go unnoticed because they are often the best expression of one’s story.

#IRT is a call to action to embrace, honor, and mark those moments.




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