Carolee, the jewelry manufacturer based in Greenwich, Conn., is taking her faux jewelry look into watches in a collection being launched in the January market.
Carolee Friedlander, owner of the firm, projected first-year sales of $1 million to $2 million. “Everyone has a strap watch. Our research shows there is a void in the jewelry watch category.”
The collection, which comprises about 15 styles, wholesales from $75 to $175. The watches are made with Swiss movements and are put together in the firm’s Providence, R.I., factory. While bracelet watches with stones are the mainstay of the line, there are some strap watches, including leather and faille fabrics.
Friedlander is also offering some watch fobs. “The fobs are a natural layering of the Chanel-inspired look,” she said. The watches will be merchandised with the jewelry where possible because it all relates, Friedlander said.
New collections will be shown seasonally. Friedlander said extensive lines are planned for the March and May markets. The firm is planning a advertising campaign in fall ’89 to promote the watches.
Carolee is also working with some retailers to create private label watch lines, though she would not reveal store names.