tick, tick, tick

Fallon brings back the classic tagline for Timex, “It takes a licking and keeps on ticking,” in a new print campaign for the watchmaker that focuses on style over product features.

The Middlebury, Conn.-based client is trying to push the image of its watches beyond the durable functionality for which they’ve long been known. Print ads breaking in this week’s issues of People and Sports Illustrated show Timex wearers—from hair stylists to surfers—whose watches fit their individual styles.

Timex spends about $10 million a year, according to CMR, with most of that outlay in the fourth quarter.