Timberland Watches: this means taking time and spending leisure time as enjoyably as possible with friends and at one with nature. On this background, W4 developed a design concept for the watches' web and print presences that not only matched the Timberland Company's innovative and nature-affiliated character, but also featured youthful lightness and light-heartedness. The design and casual nature of the watches are placed effectively in focus to achieve an efficient increase in attention and differentiation.

The implementation

With the Timberland Watches campaign, the focus was primarily on the design aspect. Although the image of the Timberland Company was to run through the concept as a common theme, the watch collection itself had to have a more dynamic, fresher appearance and therefore have its own character.  We developed and designed the guidelines for the campaign accordingly. These formed the basis for the subsequent design of a website (live from June 2012 onwards), a catalogue, and various visuals. Other advertising materials, such as inserts, supplemented the campaign.

The client

Back in the 1950s, the Timberland Company - then still known as the Abington Shoe Company - made its breakthrough with its sturdy shoes. In the meantime, its boots for simple workers have become the company's global trademark. Its portfolio of products has grown, and the company itself now represents maximum outdoor enjoyment thanks to its superlative-quality equipment.

Timberland's more recent ranges also include watches. They enjoy an excellent reputation amongst outdoor fans. The current 2012 Collection is inspired by the pastime of sailing: watersports in all its facets, true to the motto "Time to enjoy".