The New York advertising agency beat BBH, which is 49% owned by Publicis Groupe, and Modernista, Boston, to win the Middlebury, Connecticut-based watchmaker's estimated $10m (£6.35m) account.
Timex made its decision to move the account in October, bringing to an end a 16-year relationship with Fallon Worldwide, also part of the French group Publicis. Fallon created a number of campaigns for Timex over the years, including the "It takes a licking and keeps on ticking" slogan.
Timex saw earlier presentations from Hill, Holliday, Connors, Cosmopulos, New York, part of the Interpublic Group of Companies; Margeotes/Fertitta & Partners, New York, part of the Canadian firm Maxxcom; and another Interpublic shop Mullen in Wenham, Massachussetts.
The review was overseen by agency search consultants Pile & Company in Boston. Fallon's duties officially come to an end on December 31.
A Timex spokesman said that after 16 years "we wanted to see what else is out there".
Timex currently has no UK agency. Most recently, it worked here with Fallon in July 1999.
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