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Wrangler Brings its Brand Aesthetic to a New Line of Watches

Wrangler is stretching its brand reach, signing a licensing agreement with Paradox Fine Watch Company to launch a new watch collection featuring 65 different models for men and women.

Mark Schatten, executive director of Paradox Fine Watch, said the company will partner with Wrangler to develop a collection of timepieces that stays true to the brand’s place “as a steward of the Western lifestyle.”

“Our watches offer a broad range of beautiful styles and functionality, backed by the time-honored quality and rugged durability of the Wrangler name,” Schatten said.

While the Wrangler Watch line is influenced by that rugged lifestyle, the models also feature a sleek, modern design to fit with today’s trends. Inspired by the Wrangler brand image and special details woven into the Wrangler line of jeans, jackets and shirts, the companies said the watches are built to stand the test of time.

“Complementing Paradox Fine Watch Company’s four decades of expertise in watchmaking with the Western flair that our brand is built on is an exciting opportunity to expand on how consumers can embody the Wrangler lifestyle,” Douglas Parker, director of licensing for Wrangler, said. “The collection is meant to stay true to our roots but offer a diverse selection that appeals to many individuals.”

Wrangler Watches will be available at retailers online and in stores, with limited styles available on Watch bands include denim-looks and leather. The collection ranges from $25 to $75 and will be supported by an integrated marketing campaign.

Paradox Fine Watch is currently the watch distributor for Casio G-Shock and Garmin, and the licensee for Alfred Sung and now Wrangler in Canada and the U.S. Paradox Fine Watch is a division of Vistatech Enterprises, a New York corporation for the nationwide and worldwide wholesale distribution of famous-brand watches and consumer electronics.

When Wrangler’s parent company, Kontoor Brands, was spun off from VF Corp last month, executives said one of the important strategies was to grow its core brand’s Wrangler and Lee, through product extensions.