Furla has signed a five-year licensing agreement with Italian manufacturer Morellato for the design and production of its first watch line.

The debut fall collection, which will be presented at the upcoming edition of international trade show Baselworld running March 17 to 24, will hit stores in July.

Positioned in the premium segment of the market, the line will include women’s colorful timepieces, most of them featuring interchangeable straps.

“I think this product will be particularly successful where we are strong in terms of brand awareness and where Morellato is strong in terms of distribution,” said Furla chief executive officer Eraldo Poletto, citing Japan, the Middle and Far East and Europe as the most appealing markets for the Furla watch collection.

This will be available at the label’s international flagships, which will also carry special editions and capsule collections, as well as specialty stores around the globe.

“We will develop collections which are in line with Furla’s aesthetic and products,” said Morellato group chief executive officer and president Massimo Carraro. “For example, the watches’ hands will show details referring to the closure of the Metropolis bag, while the numbers two and seven will be highlighted on the bezel to recall 1927, Furla’s year of foundation.”

Carraro also said that the financial goal of this partnership is to generate 25 million euros, or $27.2 million at current exchange rate, in five years.

Morellato already produces and distributes under license the watch collections of a range of fashion brands, including Just Cavalli, Maserati, Pepe Jeans London and Trussardi.

According to Poletto, Furla, which has recently signed a licensing agreement with De Rigo Vision for the production and distribution of its first eyewear line, is expecting to close the fiscal year posting a double-digit growth.

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