It's not a bug. It's a feature.

Notification anxiety is real. We all have it.

In an ever-evolving digital world, Timex prioritizes peace of mind. By focusing on the core function of a watch – telling time – Timex has reframed any perceived "drawbacks" of the product as a strength.

The brilliance of this message is amplified by Timex Group's choice of a roadside billboard. Beyond their ability to drive brand awareness at scale, highway billboards tap into the sacred nature of time spent behind the wheel.

Personally, driving is one of the rare moments when I can truly get lost in thought (while of course staying conscious of other drivers)! Timex's intentional choice of media placement prompts consumers to reflect on the potential advantages of cultivating a more mindful connection with time through a simplified, back-to-basics timepiece.

My decision to move away from my Apple Watch has helped me reclaim a healthy distance from the constant barrage of notifications. Fitness is a huge part of my life (hi Peloton Interactive); so while I acknowledge the value Apple has brought to the world of fitness, I deliberately opted for the hybrid Garmin Lily over the Apple Watch. While the Lily does have some smart features, in my opinion it strikes the right balance by offering the fitness functionalities I need without keeping me constantly tethered to my messages and e-mails.

Added bonus? The actual product reflects the campaign message as well.

"I AM PRESENT"

It's simple and to the point. A watch is not a distraction.

⌚Sometimes, you just want to know the time.

⌚Sometimes, you need to shift your perspective.

⌚Sometimes, one line is all you need.