 Firm, combative and witty with an undercurrent of Midwestern warmth, Watson brought her own personal energy and sense of style to "reliable" Timex, and helped transform the brand. 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." She is a natural marketer with a visionary gift for articulating key cultural trends that translate into business opportunities. Her speeches and comments on fashion and popular culture trends are often quoted in print and electronic media, and she has appeared on numerous high-level marketing panels. Watson captures the attention of audiences through a compelling, charismatic style, and by tailoring and customizing content to create thought-provoking results. Adept at analyzing large amounts of information and zeroing in on the essence of what's important, she has a talent for identifying the underlying drivers and common elements that make up trends. Watson is a proponent of capitalizing on unconventional thinking, and being first in new marketing venues like the Internet. She foresaw the impact the Internet would have in 1994, featuring it in a speech to the fashion press, most of whom had never heard of it. Her high profile and credibility in the fashion industry has led to business relationships with some of the world's top marketers. Playing corporate matchmaker, she was instrumental in Timex's first watch company acquisition (makers of Guess Watches), and in the licensing of the Benetton and Nautica watch lines.
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