Miss Sixty to launch watches

Italian fashion brand Miss Sixty is going to include watches in its offering. Joining forces with the Morellato Group - which already distributes Miss Sixty jewellery - the brand will introduce the new watch collection in Miss Sixty stores and select jewellery retailers in September.

The collection will consist of six styles made of steel with red and violet detailing, and Swarovski crystals featured in certain pieces. Some pieces will also feature butterflies and flowers. The collection will also feature more sporty styles, with leather straps and racing stripes. The target audience is between ages 20 and 28. Prices for all watches will range between $100 (£50) and $170.

Mario Pace, Miss Sixty's global marketing director, told WWD that the idea for a watch collection had started a number of seasons ago. "We've been stretching the brand in a number of categories - fragrance, jewellery, handbags - we're building a galaxy around Miss Sixty more and more, and this category was missing." He also added that the brand was "working on" cosmetics and even electronics, like cell phones.