By  on October 20, 2008

In a time when consumers look to brands to help define themselves, sometimes an  “It” bag is not enough. Enter the latest category to attain the status stamp of approval from luxury firms — watches. Designer brands are entering the category in great numbers. Salvatore Ferragamo launched a collection with Timex Group in 2007, while Valentino, which was formerly under contract with Sector, launched a watch collection in April, also with Timex. In 2006, Versace launched a collection with Vertime, Timex Group’s luxury division. Brands such as Armani, Burberry and Michael Kors, which are all produced by Fossil, and Roberto Cavalli, which signed with Sector Group, are constantly reinvigorating their lines with new styles and trends.

“Today, every designer should be in the market with everything that can make a person feel more fancy, more special,” says designer Roberto Cavalli, who launched Roberto Cavalli The Diamond Time collection in April, with prices that run from $3,200 to $6,000. “I believe that people like to have a special watch, not the usual watch. Today, it has to be a designer watch.”

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