By  on May 16, 2008

MILAN — Anthochron, the new watch line by Gianmaria Buccellati, is aimed at consumers looking for off-the-beaten-path luxury.

With a name that combines anthos, the Greek word for flower, and chronos, which means time, these one-of-a-kind timepieces are intended to be romantic, luxurious and exclusive.

They will be launched at the Couture show at Wynn in Las Vegas, which starts May 28.

Finely engraved gold petals, at times stardusted with diamonds and colored stones, frame the mother-of-pearl dial to form dahlias, bellis, zinnia and camellia.

"Buccellati tends to be inspired by beauty and nature and these two elements flow together in this new watch line," said Maria Cristina Buccellati, the firm's head of image and communications.

The botanic theme trickles down to the festive color palette for the leather and fabric wristbands that are served up in a rainbow of colors, including cobalt blue, hot pink, white and lacquer red.

Retail prices range from $18,553 for the gold version to $58,021 for the ones with precious stone applications.

In the U.S., Anthochron will be available in a handful of select sales points, including Neiman Marcus and Bergdorf Goodman.

Entirely handmade, the more elaborate styles can take six months to make. Clients may also opt for personalized versions by choosing the gems.

Gianmaria Buccellati made its foray in the watch arena in 2000, spurred by a demand from clients, and built its reputation with a gold band covered with a layer of silks or leather for understated luxury.

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