ARMITRON +
Case Studies
Armitron
Since 1975, Armitron® has been devoted to nurturing the spirit of individuality with high-quality, high-style watches at accessible price points. Founded by Eugen Gluck, the brand has always believed that a timepiece is both a common thread and a distinguishing factor, connecting prestige and curation with unmatched value and convenience.
Today, Armitron is part of E. Gluck Corporation, a family-owned and operated company led by Eugen Gluck’s daughter, Bobbie Weichselbaum. Beyond its flagship brand, E. Gluck Corporation also manufactures timepieces for major fashion labels, including Anne Klein, Nine West, Juicy Couture, Vince Camuto, and Steve Madden. Proudly headquartered in New York, Armitron also serves as the Official Timepiece of the New York Yankees, further cementing its cultural roots.
While rich in history and craftsmanship, Armitron needed to reestablish its public visibility so that its brand profile would truly reflect its nearly 50 years of heritage, trust, and industry leadership.
From Holiday 2023 to 2025, BPM‑PR Firm partnered with Armitron to amplify its voice, strategically increasing national media coverage, elevating partnerships, and creating a new era of cultural relevance that matched the brand’s esteemed legacy.
Business Situation
Despite being a household name for decades and a trusted watchmaker since 1975, Armitron’s public profile didn’t fully reflect within the media the prestige and staying power of its phenomenal heritage.
The challenge was clear: majorly increase brand visibility and cultural relevance so that consumers, retailers, and the media would see Armitron’s modern value while appreciating its nearly 50-year history.
Armitron turned to BPM‑PR Firm to:
- Reintroduce the brand’s legacy story of individuality and accessible luxury
- Drive consistent national press coverage that matched its decades of industry leadership
- Strategically roll out partnerships and key collections in a way that captured mainstream attention
- Maintain monthly media momentum for men’s and women’s collections while creating fresh narratives
- Elevate the profile of key executives within the company with spotlight and coverage in trade and business publications like WWD.
- Introduce new category expansions like Smart Watches, Jewelry and Kids’ Collections
- Secure prestigious awards and cause-driven recognition aligned with the brand’s values
BPM‑PR Firm’s mission: elevate Armitron’s visibility to match its historic credibility and ensure its story resonated with both long-time customers and new audiences.
Our Solution
A Multi Layered Media, Events & Strategic Partnership Approach
BPM‑PR Firm began with Holiday 2023, leveraging already-established high-profile partnerships to generate immediate buzz.
- Rolled out the “Armitron Loves Johnny” collaboration, a vibrant collection with celebrity stylist Johnny Wujek, best known for styling Katy Perry.
- Secured national media features across top lifestyle, pop culture, and fashion outlets such as People, ELLE, Nylon, and InStyle.
- Positioned the collections as a holiday must-have, giving the brand a fresh cultural touchpoint right out of the gate.
This holiday momentum set the stage for a steady flow of new product news that kept Armitron top-of-mind.
Monthly Rollouts of Core Men’s & Women’s Collections
BPM‑PR Firm then created consistent media cadence for Armitron’s primary men’s and women’s collections throughout 2025. This included managing sample requests and follow ups monthly, creating a wide range of monthly pitch letters and press releases for each collection to spark media interest and maintain a competitive visibility edge. Each collection was pitched with a unique narrative, ensuring month-after-month coverage in top-tier outlets.
- Introduced bestsellers like Tilly Installments, a chic, everyday lifestyle watch for modern women.
Rolled out The Griffy Collection, blending sporty sophistication for men’s fashion and lifestyle coverage. - Launched The Ross & Rachel Collection, tapping into nostalgic pop culture while generating fresh editorial angles.
- Releasing Vintage Archive Collections from the Armitron Vault highlighting that today’s trends seamlessly transcend throughout the brand’s robust history.
- Amplified Ocean Plastics Collection to highlight Armitron’s mission of sustainability while also promoting valued partners like #TideSA and Wildlife Conservation Society.
50th Anniversary Milestone: “Love Every Second” Rebrand
In 2024, BPM‑PR Firm led the PR campaign for one of the most defining moments in Armitron’s modern history, its 50th anniversary rebrand debut, “Love Every Second.” This was the brand’s first major refresh in nearly five decades, designed to honor its 1975 heritage while reintroducing Armitron to newer audiences. BPM‑PR Firm led the high-profile reveal at a Yankee Stadium Skyboxes event, strategically tying the celebration to Armitron’s status as the Official Timepiece of the New York Yankees. The event drew top media attendees from outlets like the New York Post and Daily Mail alongside NYC social elites, including Sonja Morgan, former star of The Real Housewives of New York.
To extend impact beyond the event, BPM‑PR Firm created custom-designed post-event media kits that, delivered in a stunning Armitron collector’s box that included exclusive campaign imagery, branded keepsakes, and two signature Armitron timepieces—ensuring lasting editorial relationships and top of mind coverage during additional press follow-ups.
Immersive Brand Experience: Yankee Stadium Skybox Event
BPM‑PR Firm elevated Armitron’s annual Yankee Stadium Skybox event, a celebration of its heritage as the Official Timepiece of the New York Yankees, into a press-worthy cultural moment.
For the 2024 event, which debuted the new tagline “Love Every Second” and a new brand ambassador, BPM‑PR Firm:
- Designed custom invitations styled as vintage Yankees tickets, packaged inside Armitron x Cracker Jack’s collector boxes.
- Hand-delivered invites by telegram with a costumed Yankees actor, sparking pre-event buzz.
Secured VIP media attendance and real-time editorial and social coverage during the event.
This activation bridged heritage and modern storytelling, creating a memorable press moment that reinforced Armitron’s New York roots.
Category Expansion Late 2024: Smart Watches & Kids’ Collection
With momentum established, BPM‑PR Firm strategically introduced new product categories to reinforce Armitron’s ability to evolve:
- Smart Watches, merging tech-driven innovation with the brand’s DNA of accessibility and style.
- Kids’ Collection, positioned as a stylish, durable first watch for young wearers, pitched to family, parenting, and lifestyle outlets as the latest expansion.
This rollout kept the press cycle fresh and dynamic, demonstrating Armitron’s versatility and modern relevance.
Cause-Driven Campaigns & Legacy Partnerships
Aligned with founder Eugen Gluck’s philanthropic spirit, BPM‑PR Firm amplified social responsibility initiatives:
- World Conservation Society collaborations, showcasing sustainability efforts.
- Breast Cancer Awareness Campaigns with Susan G Komen, with limited-edition designs benefiting research and awareness.
- Women’s History Month, spotlighting the incredible efforts of CEO Bobbie Weichselbaum through top-tier profiles and interviews.
- #TIDESA Campaign, linking the brand’s timeless ethos with environmental and social impact.
- 2025 Year Long Charitable Donation Initiative, representing the brand’s core beliefs, the organization donated 50 watches to 12 organizations like Global Citizen, Dress for Success and Wounded Warrior Project.
Additionally, BPM‑PR Firm secured partnerships and licensing rollouts with other legacy brands, introducing new audiences and reinforcing Armitron’s credibility as a lifestyle icon.
Awards & Recognition Strategy
To match the brand’s esteemed history, BPM‑PR Firm positioned Armitron for high-profile industry awards, resulting in:
- Fast Company’s Enduring Impact Award recognizing its cultural relevance spanning decades.
- People Style Awards, reaffirming its status in fashion and lifestyle conversations.
These accolades validated Armitron’s long-standing impact and renewed visibility.
National Media Coverage
Through strategic storytelling and PR initiatives, BPM‑PR Firm secured consistent coverage in outlets such as:
- Vogue
- Harper’s Bazaar
- Forbes Gift Guides
- Men’s Health
- ELLE
- New York Post
- Good Morning America
- Esquire
- Oprah Daily
- Town & Country
This multi-channel press strategy finally elevated Armitron’s public profile to match its nearly 50 years of heritage.
Results & Highlights
✔ Majorly increased brand visibility to align with Armitron’s nearly five decades of success
✔ Amplified Armitron Loves Johnny collaboration, earning pop culture & fashion media buzz
✔ Rolled out monthly men’s & women’s collections (Tilly Instalments, Griffy, Ross & Rachel) with strong editorial coverage
✔ Introduced Smart Watches & Kids’ Collection as strategic new categories
✔ Elevated Yankee Stadium Skybox event into a heritage-meets-modern press experience
✔ Secured legacy brand partnerships & licensing deals to expand audience reach
✔ Helped Armitron win Fast Company’s Enduring Impact Award & People Style Awards
✔ Amplified cause-driven campaigns, deepening consumer emotional connection
✔ Generated millions of impressions, renewing retailer interest and cultural relevance
Conclusion
Through creative storytelling, immersive events, strategic product rollouts, and award-winning campaigns, BPM‑PR Firm transformed Armitron’s visibility—finally matching its prestige, heritage, and nearly 50 years of excellence.
Still proudly family-owned and operated under Bobbie Weichselbaum, Armitron continues to evolve under E. Gluck Corporation, manufacturing not only its iconic watches but also timepieces for top fashion brands like Anne Klein, Nine West, Juicy Couture, Vince Camuto, and Steve Madden.
From Holiday 2023’s Armitron Loves Johnny collaboration to ongoing monthly collection launches, category expansions, and partnerships, BPM‑PR Firm ensured Armitron truly “Loved Every Second” of its return to the media spotlight.
THE NUMBERS:
BPM-PR Firm’s Armitron campaign delivered nearly 400 powerful earned media placements, averaging 100+ high-profile features each year, with additional exposure across national television segments and top-rated podcasts. From 2023 to 2025, this sustained visibility translated into an impressive ad value equivalent of $64.9 million, solidifying Armitron’s position as a standout watch brand not just for the past 50 years, but as a fashion accessories brand to be reckoned with for the next 50 years and beyond , continuing to inspire consumers everywhere to Love Every Second.