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Armitron Armitron Armitron
Armitron Armitron Armitron

Armitron, a trailblazer in the watch industry since 1975, embarks on its first comprehensive rebrand in nearly five decades.

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We are Motto
(01) Project

Transforming a legacy watch brand into a modern icon.

Remember the iconic Garfield watches from the 80s? Or maybe you’ve been to Yankee Stadium and noticed the colossal Armitron watch staring back at you? For nearly 50 years, Armitron has been a trusted name in the watch industry, focused on selling high-quality watches at accessible price points through traditional retail channels such as Walmart, JCPenney, Kohl’s, and Amazon. For the first time since 1975, Motto® shepherded Armitron through its first comprehensive rebrand to reach new audiences and drive DTC growth.

  • Type Rebrand
  • Category Consumer Goods
  • Model B2B/B2C
  • Engagement Fullsail®
(02) Project

A pivotal moment to redefine the narrative around time.

For years, Armitron thrived in traditional mid-tier and big-box retail. However, with the evolving market and changing consumer preferences, Armitron saw an opportunity to redefine its strategy. The rebrand aims to regain relevance by appealing to Millennials and Gen Z. We needed to tell a new story, driving D2C growth with a clear brand identity by highlighting the emotional value of owning an Armitron.

(03) Motto® Method
/ Immersion

Uncovering Armitron’s essence through deep, immersive discovery.

We facilitated stakeholder interviews and strategic workshops to align senior leaders and uncover essential brand-building insights. This alignment helped Armitron begin to understand “who we are” as a brand and define where to go with it, ultimately creating a confident, unified vision for Armitron’s future. We also conducted a competitive audit and category research to identify market opportunities and challenges, forming a solid foundation for strategic decisions.

  • Stakeholder Interviews
  • Strategic Workshops
  • Brand Audit
  • Competitive Audit
  • Trend Research


“Our process revealed a profound story rooted in the resilience and ethos of Armitron’s founders who believed time is more than a measurement—it’s a tapestry of memories, experiences, and emotions. This is the lens we looked through to give the brand meaning. ”

(04) Motto® Method
/ Brand Strategy

Crafting a strategic foundation for enduring success.

Quality, affordability, and style are essential, but for Armitron to stand out, we needed a strategy bigger than the product. Guided by our research, we developed the big idea of “Love Every Second,” which anchors Armitron’s new strategic direction and mirrors what the brand has always been about: the value of time and our relationship with it. Every brand decision was rooted in this concept, deeply embedding “Love Every Second” into Armitron’s culture and identity.

  • Purpose, Vision, Mission
  • Positioning
  • Persona Development
  • Idea Worth Rallying Around®
  • Strategic Narrative
(05) Motto® Method
/ Product Strategy

Reimagining Armitron’s expansive watch categories for a new generation.

Our product strategy was integral to the rebrand, focusing on quality, design, product range, and innovation. We emphasized the craftsmanship and attention to detail that goes into every Armitron watch, offering a wide range of styles to cater to different tastes and occasions, from timeless classics to trend-led options. Innovation was critical as we introduced new collections incorporating modern features while staying true to Armitron’s heritage.

  • Research
  • Product Architecture
  • Category Naming
  • Category Descriptions
(06) Motto® Method
/ Verbal Identity

Designing a voice system that resonates with warmth and authenticity.

Verbal identity is key to how a brand communicates its personality and values. For Armitron, we crafted a verbal identity that embodied warmth, authenticity, and positivity. Inspired by Armitron’s archetype, we created a friendly, approachable voice persona. Our voice pillars—Positive, Human, and Partnering—guided the brand’s tone. Key phrases like “Love Every Second” encapsulated the brand’s promise, ensuring communications were consistent, engaging, and true to Armitron’s core values, building a strong emotional connection with the audience.


  • Voice Persona
  • Voice Pillars
  • Key Messaging
  • Signature Phrases
  • Word Kit
  • Verbal Guidelines


“Our big idea 'Love Every Second' isn't just a tagline; it's now our internal north star that will guide everything we do going forward.”

(07) Motto® Method
/ Visual Identity

Blending vintage charm with contemporary elegance.

We revamped Armitron’s visual identity to align with the new brand strategy, creating a refreshed logo that nods to the original 1975 design while projecting a bold, modern aesthetic. We developed a visual palette blending vintage charm with contemporary sophistication, creating a distinctive look that resonates with both long-time fans and new customers. This seamless and engaging brand experience reflects Armitron’s rich heritage and forward-looking vision.

  • Type, Color, Grid System
  • Art Direction
  • Brand Guidelines
  • Motionography
(08) Motto® Method
/ Photoshoot

Capturing Armitron's essence in product and lifestyle imagery.

To bring Armitron’s refreshed brand identity to life, we directed an immersive photoshoot in Studio City, CA, capturing both product and lifestyle imagery. Hand-picked models and locations embodied the brand’s spirit. Our production partner highlighted the intricate details and craftsmanship of Armitron’s timepieces and showcased the watches in real-world settings, celebrating life’s moments, big and small.

  • Type, Color, Grid System
  • Art Direction
  • Brand Guidelines
  • Motionography
(09) Motto® Method
/ Brand Launch

Orchestrating a seamless brand activation across every major touchpoint.

The brand activation phase brought Armitron’s new identity to life through meticulous orchestration. Our “Love Every Second” campaign celebrated life’s precious moments with a heartwarming video capturing the rebrand’s essence. Motto® conducted every detail, from photoshoots to e-commerce and the press release, ensuring a seamless and impactful re-entry into the market.

  • Campaign Strategy
  • Campaign Video Concept
  • Lifestyle & Product Photoshoot
  • Behind the Scenes Video
  • Shopify Website
  • Social Media Templates


“Our rebranding ignites a fire within our team, urging us to craft innovative product narratives rich with humanity and emotion, forging profound bonds with our cherished customers.”

(10) Motto® Method
/ Shopify Website

Designing and building Armitron's new Shopify website.

Armitron’s previous e-commerce site was hindered by sluggish performance and excessive integrations. Collaborating with our web team, we created a fresh Shopify site that effectively conveys Armitron’s story and values through compelling copy. The new design showcases a refreshed visual identity and streamlined product collections. Enhanced navigation and a simplified checkout process significantly improve the customer experience. The new is a cohesive, impactful digital solution that drives growth.

  • Technical & Functional Audit
  • Wireframes & Design
  • User Persona & Experience
  • Copy, Messaging & Imagery
  • Shopify Plus Design & Build