Brand at MHP, MHP Communications' consumer division, has won the UK-wide brief as the watch company looks to position its products as fashion accessories.
The appointment is part of a wider strategy for the watch brand to build awareness and engagement among a younger audience.
Geneviève Robillard, international marketing manager, Timex said: ‘Brand at MHP has clearly understood the work we want to do in terms of strategic positioning and the new audience we are looking to talk to.’
Brand at MHP is charged with handling Timex’s consumer and lifestyle media relations across the UK.
Rachael Sansom, Brand at MHP’s MD, said: ‘Timex, on a global level, is a huge brand but there is work to be done in terms of UK awareness. We will talk to new audiences and aim to reignite love for the brand.’
The agency aims to re-introduce Timex and its range of watches to influencers as well as consumers and drive reappraisal of the brand.