Iconic jeans-maker Wrangler is working with America’s G-Shock and Garmin watch distributor Paradox Fine Watch Company to create a new family of fashion watches under license with 65 models and 20 different series for men and women.
The watches are influenced by Wrangler’s historic ties to the denim of the Wild West, and Paradox executive director Mark Schatten believes there is an opportunity to sell them through Western-focused stores throughout North America.
“We are working with independent jewelers, department stores like Macy’s, Amazon, Wallmart.com and, uniquely, we are talking to owners of Western fashion and accessories stores,” Mr Schatten tells WatchPro.
“Complementing Paradox Fine Watch Company’s four decades of expertise in watchmaking with the Western flair that our brand is built on is an exciting opportunity to expand on how consumers can embody the Wrangler lifestyle,” Douglas Parker, director of licensing, Wrangler, adds. “The collection is meant to stay true to our roots but offer a diverse selection that appeals to many individuals.”
Wrangler watches have been under development by the licensing team of Paradox Fine Watch Company for two years, and started selling into stores earlier this year.
“We are proud to partner with Wrangler to develop a collection of timepieces that stays true to the apparel icon’s place as a steward of the western lifestyle. Our watches offer a broad range of beautiful styles and functionality, backed by the time-honored quality and rugged durability of the Wrangler name,” Mr Schatten says.
Wrangler Watches will be available through online and brick and mortar retailers, with limited styles available on Wrangler.com. The collection ranges from $25 to $75 MSRP and will be supported by an integrated marketing campaign.