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Timex brings ‘WE DON’T STOP™’ new digital brand campaign

Shreoshree Chakrabarty March 30, 2021

Sidharth Malhotra and global influencers feature in the new digital brand campaign of a world leader in watchmaking, Timex®– WE DON’T STOP™. Expressing the outlook and mindset of the company better in the 21st century, the slogan known around the world, “It takes a licking and keeps on ticking,” is getting a modern update. Timex supports the #TOGETHERBAND campaign to further the “We Don’t Stop” mission, as it unveils its new creative featuring notable change-makers from around the world who display their resilience and are inspiring others through their actions.  

As many around the world continue to persevere in the face of difficult circumstances, WE DON’T STOP™, with this new campaign conveys a message of hope and resiliency. Shot pre-covid, the campaign’s hero video now symbolizes a future where people can be brought together again, to achieve a common mission and celebrate each other’s achievements. This ethos serves as how the brand is readying itself for whatever comes next as well as the inspiration for the video, which is overlaid with a special rendition of Queen’s “Don’t Stop Me Now” — a perfect encapsulation of what the campaign is all about. 

“WE DON’T STOP is a natural progression for the brand,” says Tobias Reiss-Schmidt, President and CEO of Timex Group. “The campaign speaks to the resilience that we are all surrounded by – stories of grit, perseverance, ingenuity and heart – stories that strengthen us to carry on. WE DON’T STOP champions our everyday heroes and everything we have stood for over the past 167 years, without losing a step as we continue forward.”

Sidharth Malhotra, Actor, Indian Film Industry, on the launch said, “I am glad to associate with Timex for this inspiring campaign – We Don’t Stop. It’s so authentic and truly celebrates the pride and determination that people across the world are demonstrating. Really like how the brand is encouraging everyone to challenge the status quo and inspiring them to keep moving forward. I believe that everyone has their own individual We Don’t Stop story and each story should be shared with the world.”

Timex has been innovative and forward-thinking for more than a century, with bold new ideas for the ever-changing times. Timex has travelled to space, graced the hands of presidents and continued to innovate and collaborate with some of the coolest designers and brands in fashion. Championing everyday heroes that embody “We Don’t Stop” in everything they do, the new WE DON’T STOP™ platform symbolizes the continuation of a boundary-breaking mentality. With this campaign, it provides a platform that provides all the stories out there that have inspired the company to keep going.

For this global campaign dedicated to creating a more equitable, peaceful and sustainable future for all, Timex has joined #TOGETHERBAND in driving awareness.

It is just one more step the company is taking toward a better future — something worth striving for as we continue to adapt, grow, learn and collaborate.

For campaign information, visit and here for assets.

* All production for the Timex WE DON’T STOP campaign was completed in 2019, prior to the start of the COVID-19 pandemic.


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