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Her main directive was to elevate the fashion image of the brand. She soon turned the initial jeers of "Why is Timex here?" at various fashion industry functions to "Timex is changing." Her public relations efforts resulted in a tidal wave of media coverage that put Timex on the fashion map. In 2000, Timex was named the #1 women's fashion brand (up from #5, #2 and #3 in prior years) in the prestigious Fairchild 100. And consider this coup: Sharon Stone sported a Timex on the cover of In-Style magazine. With that came the celebrity quote a public relations executive would kill for: "My favorite accessory is my $32 Timex." [+]