The retailer’s “On the Clock” campaign celebrates how time, precision, and purpose come together.
The 1916 Company recently announced a partnership with Tyrese Maxey of the Philadelphia 76ers.
Maxey will star in the retailer’s “On the Clock” campaign, which celebrates the “interplay of time, precision, and purpose.”
The partnership was unveiled on Instagram in a video where Maxey, the 2024 NBA Sportsmanship Award recipient, talks about his relationship with time.
"Time. You have to know when to use it, and how to use it,” he said.
The company, which is also based in Philadelphia, said it chose Maxey for his electrifying play, dynamic energy, and his positive impact on and off the court.
"We're thrilled to welcome Tyrese to The 1916 Company's extended family," said Danny Govberg, co-founder of The 1916 Company.
The point guard recently secured a maximum contract extension with the Sixers and set scoring records, said the retailer.
Off the court, he gives back to the community through the Tyrese Maxey Foundation, which supports youth in Philadelphia, his hometown of Dallas, and beyond.
Maxey was also awarded the 2024 NBA Off-Season Community Assist Award.
"His passion, determination, and dedication to community align perfectly with our values. Together, we aim to inspire clients, friends, and fans to make every moment count, as we – borrowing a line from Tyrese – strive to get 1% better every day,” said Govberg.
Maxey is a fan of independent watchmaker De Bethune, said the retailer, and chooses timepieces that reflect his “distinctive style and precision-driven mindset.”
It noted his favorites include the DB28 Sky Bridge, the DB27 Titan Hawk, and the DB28 Steel Wheels.
The 1916 Company formed late last year, when watch retailer WatchBox merged with Govberg Jewelers, Hyde Park Jewelers, and Radcliffe Jewelers.