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ACTION TIME: Electric has lifted the lid on its debut watch range, due to go on sale in October.
The brand will introduce 42 stockkeeping units at prices ranging from 175 euros to 800 euros, or around $225 to $1,040 at current exchange, said Anthony Cazottes, general manager of Europe, the Middle East and Africa at the San Clemente, Calif.-based sunglass and snow-goggle specialist.
This story first appeared in the July 23, 2013 issue of WWD. Subscribe Today.
The quartz timepieces, which were designed in-house, range from a classic field watch with a Nato canvas strap to a dive watch in bicolored stainless steel, Cazottes said at a presentation in Paris. The watches will be launched at 100 points of sale in Europe that already carry Electric eyewear, he added.
The company in December unveiled a new logo as part of its restructuring under parent company Kering, owner of Volcom Inc., which acquired Electric in 2008. In April, it promoted Eric Crane to chief executive officer.
The changes are meant to underpin Electric’s position as the action sports accessories pillar in Kering’s sport and lifestyle division and fuel its sales.