I’ve always loved timepieces and jewelry—finding affordable pieces that bring a little style and story to my collection is a thrill. That’s why chatting with CEO Barbara (Bobbie) Weichselbaum (she/her) and CMO Marisol Tamaro (she/her) of Armitron was so exciting, especially with the brand’s 50th anniversary coming up. We talked about everything from Armitron’s iconic designs to their dedication to quality and affordability, which has always been at the heart of what they do. They even gave me a sneak peek into the upcoming collections, where they’re blending vintage-inspired pieces with new trends like stone dials and oval-shaped designs. It’s clear that Armitron isn’t just about watches; it’s about celebrating every moment with style and history.

Armitron is approaching its 50th anniversary—what design elements from the brand’s history continue to influence your collections today, particularly with the resurgence of vintage-inspired timepieces?
We have some very exciting things planned for our 50th anniversary. We’re thrilled to be able to blend our history and heritage with modern elements to deliver commemorative watches that honor this important milestone next year. There will be a series of limited-edition collections that reflect and celebrate key styles and iconic partnerships from our past. We are also continuing to introduce small, curated vintage watch drops, which consist of refurbished, original watches from our private collection.

Affordability has always been a cornerstone of the brand’s identity. How do you continue to maintain high-quality craftsmanship at an accessible price point?
We continue to maintain high-quality craftsmanship at an accessible price through design ingenuity and long-standing partnerships. Additionally, we remain true to our brand values of putting the customer first and always doing what’s right. Our competitive advantage lies in the loyalty and trust we’ve earned over the years.

With the rise of smartwatches, we’re also seeing a renewed interest in traditional analog watches. How does Armitron blend timeless design with modern tech?
We create styles that reflect our heritage combined with digital styles to appeal to today’s consumers. The Griffy is one of our long-time bestsellers. We do vintage drops, so people who have that connection to Armitron from the past or love those styles are still part of our portfolio. Then we work with our product team to push it, always looking for what is new. Finding that universal human truth in your brand that transcends age, ethnicity, and geographic location because it’s consistently tied through, and is what our rebrand Love Every Second did for us.

The company has a rich history of innovation, from the first LED watches in the ‘70s to digital watches in the ‘80s. What new trends are you most excited to incorporate into your upcoming collections?
There are a lot of new trends in watches from new shapes, to slimmer profiles to exciting new materials, colors, and finishes. You’re going to see many, if not all, of these aspects incorporated into our upcoming watch collections. We just launched a series of stone dials as part of the Minnie collection that feature quartzite and blue tiger eye. We also recently introduced an oval-shaped watch called the Andi that has quickly become a top seller.

As a family-owned, NYC-born brand, how does Armitron’s heritage influence your approach to design and marketing?
Our founder Mr. Gluck believed that everyone should feel valued and he wanted to use his business to demonstrate human decency. He had a passion for watches and he dedicated his life to making beautiful and quality timepieces that instilled a sense of pride and happiness and were attainable by all. This continues to inspire our product development today as we design watches that delight with details. From a marketing standpoint, Mr. Gluck’s ethos served as the foundation for our new marketing campaign and brand tagline—Love Every Second, which we introduced earlier this year and will continue to build upon in 2025.

Are there any special collabs in the works?
We are working on several exciting initiatives for our 50th anniversary. Some of these are still in the process of being finalized, so I can’t be too specific at this moment. However, what I can tell you is that we will be introducing a very special, modernized edition of one of Mr. Gluck’s favorite watches. We will also be collaborating with a few of our historical partners, as well as new ones, to launch curated collections that honor our legacy in the watch industry.

Loving every second,
Andrea Marie, associate lifestyle editor