By  on February 7, 2013

Fossil Inc. is releasing its first Swiss men’s watch collection this month, in the hopes of extending its reach to a higher-end consumer, particularly in Asia.

The collection, which will range from $695 to $995 and include automatic watches and chronographs, speaks to what Fossil deems a “growing demand” in Asia for luxe timepieces. In the past, Fossil has only carried mechanical watches with Japanese movements, which retail from $95 to $295. The launch of the Swiss collection comes at a time when the brand’s retail footprint in Asia is at “critical mass,” according to Fossil executive vice president Tom Kennedy.

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