Franck Dubarry Intrepidus watch.

Franck Dubarry, the French entrepreneur who founded TechnoMarine, is taking another stab at the luxury watch industry.

Dubarry has launched a namesake men’s and women’s watch collection, which is inspired by the French Revolution and will be made available online in the U.S. this month.

Dubarry has created a collection of bold men’s and women’s watches that feature unique design details. The Crazy Balls collection displays small balls inside the face of the watch, while the Crazy Colors collection is constructed with stones ranging from amethyst to onyx. The collection is priced from $1,000 to $30,000.

According to Dubarry, he started this line because he felt like the watch industry needed innovation.

“I think that people in the watch business rely too much on what has happened 100 years ago,” Dubarry said. “I’m a strong believer that you don’t wear a watch to tell the time, but for the social status you want to relay to the world.”

This e-commerce launch will coincide with a multicity ad campaign that will be featured in magazines and airports in Dubai, Geneva, Paris, London, Miami, Los Angeles and New York.

“I just see that because of distribution and the Internet, people are changing the way they consume and how they live and I don’t think it’s important to provide them with the same brands,” Dubarry said.

Dubarry founded the Gram advertising agency in 1990 before introducing TechnoMarine in 1998. Similar to what he’s doing for this line, with TechnoMarine Dubarry paired unconventional materials including plastics and diamonds. Dubarry sold the company in 2007 to private equity investors.

In addition to building this line, Dubarry is working on a start-up company that will produce antitheft luggage tracking technology and he’s also developing a polo resort in Argentina.

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