Timex has been a disruptor for nearly 170 years, with a rich history of the unexpected in a very traditional industry. In 2022, Timex became the official timekeeper of the Metaverse with ‘Race Against TimeX, created in Fortnite®​, playing with the concept of time and merging traditional analog technology with one of the world’s most popular multiplayer online games. Timex had ventured into the metaverse before and with the launch in Fortnite, plunged full throttle into gaming.

In “Race Against TimeX,” players compete in multiple races against time in a watch-infused world, with the watches symbolizing empowerment by providing players with additional speed and powers that give them a competitive edge. This activation was supported with a fully integrated campaign, including in-game portals and partnerships with gaming influencers.

‘Race Against TimeX’ is an open multiverse experience that takes place on a large-scale watch face, where players compete in 6 races against time – water rising, walls closing, dodging objects, finding your way through a dark room, staying alive, each themed to a different watch style, plus a design studio for players to create their own watch designs. The Timex Portal includes “The Story of Timex,” bridging the gaming experience with an emotional connection via the story of the brand. Players earn different watches, which transform into glowing bands on the player’s wrist. The watches represent empowerment, giving players special powers that help them through each challenge. Some examples include the ability to stop time, increase speed, and providing light/glow to help the player escape a dark room. Overall, in “Race Against TimeX,” the watch represents a symbol of desired power. The program launched on November 10, 2022.

Fortnite is the most popular video game in the world (based on monthly active users), with players averaging 6 – 10 hours per week across various platforms such as Microsoft Windows, macOS, PlayStation 4, Xbox One, iOS, Nintendo Switch, and Android. Fortnite Creative is part of the video game Fortnite, developed and published by Epic Games– which allows brands to build “islands” set away from the traditional Fortnite game In a brand safe environment. Fortnite Creative is where users spend a large portion of their time on the platform–promoting freedom and adventure through nearly one million unique islands. Each island offers a unique experience across numerous game genres– from speed runs to sports and beyond. As the first game activation in Fortnite for any watch brand, ‘Race Against TimeX’ provides an exploration of time and wearable fashion in the metaverse.

Supported with a fully integrated campaign, 3 portals, YouTube promo videos, and 8 top gamer influencers.

Influencer and Portal Impact:

48.7M followers across represented channels

6.41M total influencer views

3 portals with 12M impressions

PR Power:

1,083 placements

3B impressions

$5.9 million in Ad Value

Featured in top publications such as Ad Age, E News, and Metaverse Insider.

Player Stats:

Over 60,000 total plays with 11.44 average minutes/play.

All KPIs were met/exceeded.

KPIs were 50k players and 4 minutes average minutes/play