By  on October 24, 2011

Move over Big Ben.

TOKYObay, the San Francisco-based accessories brand, will begin selling its watch collection this week at the Liberty of London store in the British capital.

It’s an exclusive deal that calls for the 136-year-old merchant to sell TOKYObay’s fall watch collection in the U.K. in its retail emporium, located at Great Marlborough Street near Oxford Circus, and online, according to a TOKYObay spokeswoman. The Liberty London store carries high-end women’s and men’s fashion, gifts and home goods, accessories, beauty products and the company’s well-known fabric collection.

Liberty currently only sells its own brand of watches. TOKYObay’s key watch styles, available in time for the holiday season, will include double wraparound leather bracelets, essential feminine classics and larger “boyfriend” unisex looks. The watches will retail in the store for about 60 to 100 pounds, or $95 to $158 at current exchange.

TOKYObay watches will be highlighted as a key item within Liberty’s holiday gift guide that will be circulated nationwide with the Sunday Times Style and Telegraph newspapers.

Celebrating its 20th anniversary, TOKYObay has already established a following in the U.S. and Canada, with watches being sold in high-end independent boutiques, department stores, catalogues and museum gift stores. Last year, TOKYObay watch sales increased about 40 percent over 2009 and the trend continues for 2011 as the brand expands internationally across selected retailers in Russia, China and the Philippines.

“I think it’s always very gratifying to be successful on your original home turf,” said British-born Dory Isaacs, the brand’s head designer. “Since we started TOKYObay, being represented well in the U.K. — especially London — has been on my wish list. The fact that we are now gaining attention from around the world, as well, is a true sign that cleverly designed watches are fast becoming an essential accessory in an everyday wardrobe.”

Besides its comprehensive lines of watches, bags, jewelry and clocks, TOKYObay has added Argent sterling silver and rose gold jewelry, a watch series made from historic Japanese woven braid and a 20-year retrospective to coincide with its anniversary.

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