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Time Central scrapped a review and hired Lyon Advertising in Austin, Texas, to develop U.S. ads for the Xemex line of Swiss watches.
Lawrence Rubin, president of Austin-based Time Central, said he halted a search that included Texas and New York shops after meeting with Lyon founder and president Doug Lyon, the former GSD&M associate creative director who launched his agency last July.
Rubin declined to discuss spending for the product, which he plans to have in wide distribution this year.
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