Pepe Jeans London to launch branded watches

British denim label Pepe Jeans London is preparing to enter a new category

in the fashion accessory sector: the watch.

The fashion retailer recently signed a licensing agreement with Morellato Group, Italian watch manufacturer, for the production and international distribution of Pepe Jeans London branded watches from fall 2014.

Morellato Group currently produces watches and jewelry under its own brands Morellato, Sector, Philip Watch, Pianegonda and Bluespirit and holds licenses for fashion brands such as Just Cavalli, Miss Sixty and John Galliano.

By working with Pepe Jeans London, Morellato will be able to work in a price category and style that enhances its current range of products. The companies believe that "the success of a license is based on the ability to understand brand values, transforming them into an aspirational high-quality products", which is why they chose to work together for Pepe Jeans London first venture into the watch industry.