I smell a newly appointed PR firm trying to create a brand image that is not there. I am pretty sure that Timex is great company and is having its values and uniqueness. I with no background on advertising and PR can see through the PR machine and I am sure such will not go well as an honest and credible effort by the organisation to build a good brand and PR reputation. when an apperal company lists "Job Creation" as its CPR initiative you know they are not doing much. Expecially when official unemployment rates are closer to historical laws. Its best not to mention such in corporate profile at all. Just my thoughts.