Armitron is making a significant move into a new demographic with the introduction of its Kids Collection. Known for producing affordable and stylish timepieces for nearly fifty years, Armitron now aims to capture the imaginations of young watch enthusiasts with four unique designs tailored specifically for children. This expansion marks a new chapter for the family-owned brand, which has a long history of creating iconic watches for both men and women.
Overview of the Kids Collection
The Armitron Kids Collection offers four distinct styles, each designed to appeal to different aspects of a child’s personality and interests. Priced between $20 and $25, these watches are available directly through the Armitron website. The collection features designs that range from whimsical to adventurous, ensuring there is something to suit every child’s taste.
- Strap N’ Go ($25): This style is ideal for active kids who need a durable and easy-to-wear watch. Featuring vibrant color combinations like black and blue or pink and yellow, these watches come with adjustable velcro straps for a secure fit. The design includes easy-to-read numbers, making it both functional and fun for daily wear.
- Petal Pop ($20): For those who enjoy a touch of whimsy, the Petal Pop style features flower-inspired designs with colorful hands and a movable top ring. Available in playful shades of purple and pink, these watches are a blend of style and comfort, perfect for kids who love adding a magical element to their outfits.
- Playtime ($20): This design turns time-telling into an engaging activity with themes such as butterflies, whales, ice cream, and cars. Each watch is crafted with comfortable straps and easy-to-read numbers, making them a practical choice for children who are just learning to tell time while also enjoying their favorite motifs.
- DreamBig ($20): The DreamBig watches are designed to inspire young minds with colorful unicorn and airplane designs. These watches aim to make the process of learning to tell time an exciting adventure, ideal for kids who are encouraged to dream big and reach for the stars.
Context and Company Perspective
Armitron’s move into the children’s market is a strategic extension of its brand, building on a legacy that includes iconic licensed watches from past decades. Barbara Weichselbaum, Chief Executive Officer at E. Gluck Corp., which owns Armitron, explained the motivation behind the new collection: “With the release of our new Kids collection, we aimed to create a range that not only captivates our younger audience but also fosters lasting memories, continuing the legacy of our memorable collection of licensed children’s watches.” This statement reflects Armitron’s intent to connect with a new generation while maintaining the brand’s tradition of quality and creativity.
Rebranding and New Tagline
This launch is part of a broader rebranding initiative that Armitron undertook earlier this year. The company introduced a new tagline, “Love Every Second,” which underscores its commitment to helping people cherish life’s fleeting moments. The rebranding effort also included updated brand logos, a refreshed website, and new lifestyle photography, all designed to convey a sense of warmth and connection. The Kids Collection plays a key role in this new brand identity, emphasizing the importance of including children in the celebration of everyday moments.
Conclusion
Armitron’s new Kids Collection represents a thoughtful expansion into a younger demographic, offering a range of watches that combine practicality with playful designs. Each watch is crafted to engage children while supporting their journey in learning to tell time. As Armitron continues to evolve, the Kids Collection stands as a testament to the brand’s ongoing dedication to creating timepieces that are both accessible and meaningful.
For those interested in exploring the new Kids Collection or learning more about Armitron’s rebranding, additional information is available on the company’s official website.
