The first styles under the new deal will bow for fall 2020 at Missoni’s flagships, as well as through Timex’s network of retailers.
Although a price range have not been determined, the line of watches will features Swiss movements combined with the brand’s signature aesthetics, including the zigzag pattern, the juxtaposition of different textures, materials, prints and lettering, the two companies said in a joint statement.
“I am sure that Timex Group, with its longtime experience and proven competence, will be able to enhance Missoni’s creativity. Together, we will carry out a great project, taking the thrilling opportunity to approach new consumers and convey to them our exclusive message through these timepieces,” noted Michele Norsa, vice president of Missoni and FSI Industrial Partner. In June last year, Missoni revealed it was selling a 41.2 percent stake to FSI Midmarket Growth Equity Fund for 70 million euros.
In an interview with WWD in June, Norsa anticipated plans to add licenses — including fashion watches, as well as the development of perfumes and the gifts category — for the brand. In December last year, Missoni also inked a renewable five-year licensing agreement with Safilo Group for the production and distribution of prescription eyewear and sunglass collections for Missoni and M Missoni, with the new products available beginning in January 2020.
“I am particularly proud of the debut of this new line of watches, which adds a new, important element to the mosaic of the Missoni world. Today more than ever, the watch is a fashion accessory able to express the style of the wearer, showing their taste and personality. We will bring a touch of color to the time of our customers,” explained Angela Missoni, the label’s president and creative director.
“We look forward to combining our expertise in luxury watchmaking with the iconic designs of Missoni and to bring a watch collection, which expresses the multicolor aesthetic and contemporary luxury vision of the brand, to consumers around the world,” commented Tobias Reiss-Schmidt, president and chief executive officer of Timex Group.
Timex Group produces and distributes under license the watch collections of other fashion labels including Versace, Versus Versace, Salvatore Ferragamo and Guess. Last month, marking its 165th anniversary the company released the Giorgio Galli S1 Automatic timepiece emphasizing the expertise of the group’s design director Giorgio Galli, who started collaborating with the company in 1996.