By  on May 8, 2006

NEW YORK — Juicy Couture may have been inspired by the laid-back Los Angeles lifestyle, but these days the nine-year-old brand is making a point of being on time.

Juicy, known for its velour and terry cloth tracksuits and, more recently, for its sportswear and accessories, is introducing a collection of fashion watches that start ticking at its showroom here today.

The watches are being produced under license by Movado Group Inc. and are the latest addition to Juicy's growing portfolio. Last year, the brand, which Liz Claiborne Inc. acquired in 2003, launched footwear under a license with Schwartz & Benjamin, sunglasses under a license with Safilo Group, and handbags and a designer apparel collection called Couture Couture that are made in-house. This year, Juicy also rolled out cold-weather accessories, including cashmere mufflers and leather driving gloves.

"I find a lot of young people anywhere from 16 to 25 don't wear watches," said Juicy's vice president and fashion director, Michelle Sanders, who oversaw the design of the collection in collaboration with Movado. "They're using their cell phones or the latest gadget to tell time. These watches are fun, colorful and have a youthful Juicy spirit, and give people who aren't versed in watches an entry into the vast watch world."

Styles bear signature Juicy detailing. The Charmed I'm Sure watch, for example, offers some of Juicy's best-selling charms, including a four-leaf clover in gold and enamel, a horseshoe studded with crystals and a roulette wheel. Another silhouette showcases a chain-link bracelet woven with velvet ribbon and finished with a dangling coronet that holds the timepiece. In still another, the watch is embedded in a quilted pink leather strap that is accented with rivets stamped with crowns or Scottie dogs.

There are also several evening styles, like a tonneau-shaped watch on a French blue twisted-silk cord from which dangles a tassel, and an Art Deco-inspired look surrounded with crystals and finished with a grosgrain strap. Most of the 100-piece line comprises fashion-driven styles that will change from season to season. There is a core collection of about 30 silhouettes, such as a round case in stainless steel on a simple bracelet strap, that will carry on indefinitely.

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