Tory Burch to launch Fossil watch collection

First published: 18-06-2014

Tory Burch has teamed up with Fossil to launch her own collection of watches.

The fashion designer will see her exclusive range of timepieces go on sale in October this year as part of an expansion move. 

Frequently mentioned in the same breath as Michael Kors, the American-born businesswoman will be hoping her watches enjoy the same level of success as her counterpart has done so recently, as she looks to make a foray into this industry, the Fashion Times reports.  

Ms Burch told Women's Wear Daily (WWD): "It was something that we knew we wanted to do because I love watches. It was a natural extension."

It is believed there will be considerable variation among the timepieces. One number - the Tory - will have a round face that will be available in a variety of different colours, while it will boast a classic chain-link design.

The Buddy will sport a face that's rectangular and a thin leather strap to adorn the wearer's wrist, while the Izzie will have a square frame around the clock itself. 

In regard to price, it is believed the lion's share of timepieces will sell for between $350 and $695 (£207 and £410). For those looking for something a little extra, two limited-edition products will hit the shelves at the slightly higher prices of $895 and $995.

These figures are definitely a little more than her main competitors, such as Michael Kors and Marc by Marc Jacobs. Ms Burch indicated this was planned: "Hopefully what we're doing is something a bit unique. There was an open space in this price point."

When these timepieces first go on sale, they will only be sold at a few exclusive locations. 

Chief strategy and marketing officer Greg McKelvey is quoted by WWD as saying: "We want to make sure that we incubate this business before we really start to push or start a much bigger business."

Fossil recently hit the headlines over speculation that it was developing a smartwatch. Over the past year, there have been intense rumours about this wearable technology and whether or not it will live up to the hype it has generated.

Chief executive officer Kosta Kartsotis was quoted by Dallas News as saying the firm would develop such products, as "there's just too much interest in it from consumers". 

He acknowledged that Fossil tended to prioritise lifestyle fashion when it came to its line of commodities, but pointed to the people group who were fond of technological gadgets and said creating a smartwatch was a prudent way to enhance the firm's appeal to this set of potential customers. 

As speculation grows over this form of wearable technology, which can be linked with an individual's mobile device, Dallas News highlights that smartwatches still have a long way to go to gain traction.

While 1.5 million units of wearable technology have been sold currently, somewhere in the region of one billion watches are shipped every year. 

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