Tight jeans and skinny ties, leggings and ankle boots – today’s fashion is nostalgic for trends of the 1980s. To showcase the relevance of Timex to contemporary fashion, Kaplow designed a media delivery that links the iconic Timex Digital Watch to two important trends: “geek chic” for men and “1980s retro” for women. Fashion editors at men’s books, such as GQ and Men’s Journal, received a “geek chic” starter kit equipped with a silver-tone Timex Digital Watch, Neil Feineman’s book “The Ultimate Guide to Geek Culture,” and a composition notebook. Fashion accessories editors at women’s publications, such as Glamour and Elle, as well as celebrity stylists were taken back to their glory days with a retro 80s care package including a gold-tone Timex Digital Watch, the film “Pretty in Pink,” and a composition notebook. Kaplow helped Timex capitalize on its brand equity by appealing to editors with humor and intelligence.