It seems that every second of our lives is ruled by time. We rush to our workplaces, anxiously await phone calls, endure long queues, set multiple alarms, and constantly check the clock. But have we ever asked ourselves: are we keeping time, or is time keeping us?
We believe that the only way to truly own our time is by doing what we love most; whether we’re scrolling, binging, creating, focusing, or doing absolutely nothing at all. So, we’re inverting the notion of investing time by wasting it with our latest campaign, “Waste More Time.”
Over the last few years, we’ve seen large cultural shifts play out in the world. Everyone is living in this hyper-connected lifestyle—supercharged during the pandemic—that has led to digital burnout and mental stress. But people are pushing back—actively rejecting hustle culture to create more time for meaningful experiences. It is a movement that has exploded into a multi-generational, global way of thinking, not as an act of rebellion, but as a conscious choice to embrace analog life and live life to the fullest.
And we cannot help but agree. We want to become the enabler of fulfillment by wasting time. We believe we each have our own way of finding fulfillment and a Timex on your wrist puts time back in your hands so you can spend it chasing what you’re most passionate about; it keeps the time so that you can forget about it.
Through this campaign, we share stories of The Chef, The Best Dressed, The Sunbather, and the Color Coder, all of whom find fulfillment in wasting time on their favorite pursuits. Featuring Manhattan hotspot Potluck Club executive chef Zhan Chen, style connoisseur Chloe King, global artist and DJ Andre Power, and the Green Lady of Brooklyn, Elizabeth Sweetheart.
The Waste More Time campaign encourages everyone to shift their mindset away from the hustle and embrace the slow, inspiring us to examine the amount of time we genuinely dedicate to discovering ourselves and our truest passions. So, you can go ahead and stay up a little later, watch the next episode, take the scenic route, handwrite a letter to a friend, and forget about that annoying reminder. Because when you're having fun, it's not wasting time—it's living.
