Armitron Watches is set to launch a brand refresh this holiday season with a new digital and social campaign, a pop-up experience and a capsule collection.
The capsule collection consists of one-of-a-kind watches designed by Brooklyn-based Graffiti Artist Frankie Botz and will be available exclusively at Showfields’ Coffee ‘n Clothes in New York City on November 5 & 6.
The 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 true story.”
The brand says that, more than a simple hashtag, #IRT is a call to action to embrace, honor, and mark those moments.
Armitron will collaborate with Showfields’ Coffee ‘n Clothes location in New York City’s NoHo neighborhood for a 2-day brand takeover to unveil Botz’s capsule collection (only on sale at CNC) and bring to life the refreshed brand imagery.
The pop-up experience will engage the public and provide: free Armitron designer lattes; previews of the holiday collection and one-of-a-kind graffiti watches; holiday shopping discount codes.
Botz will be on-site for those who would like to create a custom design, while every 25th coffee customer will win a watch from Armitron’s holiday collection.
Furthermore, with every purchase, customers are entered to win an Armitron holiday gift set.
Bobbie Weichselbaum, CEO of E. Gluck Corporation, the parent company of Armitron Watches, said: “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.”