Timex has teamed up with leading urban dance choreographer Stuart Bishop and filmmakers Deadpan Films on a new campaign with a twist – showing off the watches through an urban dance style called “tutting”.
The brand has created a 1m30s film of two dancers, Lizzie Gough and Bly Richards, dancing in a tut style wearing Timex’s fashion-led watch collections.
The tut style of dancing involves dancers creating right angles with their arms in time with a music beat and was regarded as the perfect way to show off a selection of timepieces.
The film was unveiled in London last night and is dubbed “a unique and one-off film” that showcases its watches in an entirely new way.
Bishop, a choreographer at leading dance agency Rudeye, said: “As a chorographer I’m always looking for new materials that I can use in unexpected ways in a dancer’s performance.
“When I was tasked to showcase Timex watches through tutting I couldn’t wait to get started. It’s been incredible working with an iconic brand to create a unique fashion moment.”
The video, called Timex: Style of the Times, features current Timex watch styles, a number scheduled for launch for AW12 and a sneak peek of 2013’s models.
In May it was announced that Timex had hired agency Brand at MHP, which has previously worked with Moonpig, Hotel Chocolat and American Express. The agency will now handle all of Timex’s consumer and lifestyle media relations in the UK and has been tasked with repositioning it as a fashion-led watch brand.