Ace couturier Tarun Tahiliani Monday launched a collection of watches in collaboration with Timex Group.
The exclusive collection of jewelled watches is inspired by Indian women, says Tahiliani who has launched it under his label.
"The collection is very close to my heart as each timepiece contributes to the beauty and timelessness that is the quintessential Indian woman. Combining opulence with luxury, each timepiece is graceful and unique," Tahiliani said in a press statement.
The designer, known especially for his bridal wear, says he is glad to be associated with Timex for the collection.
"I decided to collaborate with Timex because of their iconic status and technological superiority," he added.
His watch collection, which offers 14 exclusive designs, has two sub-brands - Tarun Tahiliani, a bridal collection and OTT by Timex, a ready-to-wear collection. The ornamental pieces are decorated with traditional 'jadau' work with precious stones and even pearls.
V.D. Wadhwa, CEO, Timex Group India, said the collection is to lure female customers.
"Timex is well-known in India for its sporty, fashionable watches and primarily perceived as a men's brand, though a considerable contribution comes from the women segment. One of our key strategies going forward is to increase our brand connect with the women consumer and no one else understands the Indian woman better than Tarun," said Wadhwa.
"Tarun has always had a flair for couture and is known for his deep sense of style and craftsmanship. These watches are a true reflection of Tarun's love for style and grandeur and Timex's sense of heritage and innovativeness," he added.