The affordable watch brand founded by Eugen Gluck in 1975 has rebranded under a new tag line: Love Every Second.
Barbara (Bobbie) Weichselbaum, chief executive officer of E. Gluck Corp., Armitron’s parent company and daughter of the founder, hosted an event in a Skybox at Yankee Stadium on Tuesday night to unveil a new logo, a new campaign and the new tag line — the company’s first rebranding since its launch nearly 50 years ago. Armitron is the official timekeeper of the Yankees.
“This is the manifestation of my dad’s dream,” she said, adding that the official relaunch of the company is intended to be both “nostalgic and modern.”
“At Armitron, we understand that time is more than just a measurement — it’s a tapestry of memories, experiences and emotions,” Weichselbaum said. “ Armitron has been a constant companion throughout life’s journey on the wrists of multiple generations, and we are excited to continue that tradition with this rebrand. Our renewed focus and company presentation represent a continuation of the legacy that Armitron was built on. Embodying a rich historical tapestry of family and quality but never taking moments for granted.”
Adam Gelnick, chief financial officer of E. Gluck and Weichselbaum’s son, added: “In a world where you can now have anything you want in a moment’s notice, we want to take the time to notice the moments in between. There is so much in life to love and be hopeful about. We want to slow down and cherish the precious micro-moments that define our lives.”
The new logo.
Armitron’s chief marketing officer Marisol Tamaro said the company worked on the rebranding for 18 months and the goal of the launch is to “reenergize the Armitron brand” for existing customers while attracting new watch enthusiasts.
“Our signature concept ‘Love Every Second’ isn’t just a tag line; it’s now our internal north star that will guide everything we do from here on out,” Tamaro added. “It encapsulates our ethos of celebrating life’s kaleidoscope of moments, from the grandiose to the everyday delights.”
The new logo, a large letter A inside a box, is a “true identifiable mark,” she said, and the first change since its founding. The campaign also features a television commercial, a revamped website and some category expansions, including the addition of a kids’ collection in August as well as a line of smart watches later this year, she said.
Get updates delivered to you daily. Free and customizable.
It’s essential to note our commitment to transparency:
Our Terms of Use acknowledge that our services may not always be error-free, and our Community Standards emphasize our discretion in enforcing policies. As a platform hosting over 100,000 pieces of content published daily, we cannot pre-vet content, but we strive to foster a dynamic environment for free expression and robust discourse through safety guardrails of human and AI moderation.
Most Popular
Comments / 0