By  on January 27, 2005

NEW YORK — Given her reputation for partying at all hours, it may seem Paris Hilton has no regard for time. Nevertheless, the social-butterfly heiress and TV and Internet star is launching her own line of watches.

Parlux Fragrances, the Fort Lauderdale, Fla.-based manufacturer and distributor of Paris Hilton fragrances, has acquired the worldwide license for watches bearing the Paris Hilton name.

The collection is expected to include high-end Swiss-made watches and more moderately priced fashion styles. Wholesale prices and distribution details could not be learned at press time.

Parlux’s move into accessories is part of the firm’s strategy to expand its presence in retail channels. The idea of pairing its fragrance brands with watch collections has been in the works for some time, according to the company. It is unclear whether the firm plans to build watch lines for its other fragrances, which include those of tennis stars Maria Sharapova (who just signed to do the Tag Heuer campaign) and Andy Roddick.

Hilton, who appears in sexy ads for Guess and Marciano, has left few fashion stones unturned in the last six months. Prior to bringing her fragrance to market in November, she introduced a fine jewelry collection with Clothing, shoes and cosmetics are said to be next, though nothing has been confirmed.

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