Last October, the company began targeting Timex as a more lifestyle, trend-driven brand with the launch of its Diamond collection. "My jeans and heels watch" is the new tag line that seeks to bridge glamour with the function.

Each Timex Diamond watch is backed by a certificate of authenticity and adheres to Gemological Institute of America standards of clarity and color. The diamonds also stand by regulations established by the Kimberley Process, ensuring that each one originated from nonconflict sources. The Timex Diamond Collection retails for $125 to $325.

In addition, Timex Group created four licensing divisions. Sequel manufactures all watches under the Guess and Guess Collection labels, while Callenen produces all watches by Nautica and Echo brands. In the luxury sector, Vertime controls the licenses for Versace, Ferragamo and Valentino. The Ferragamo and Valentino collections are launching in April at the Baselworld watch and jewelry fair. Vertime's sales in 2007 were expected to reach 36 million Swiss francs, or $33 million at the current exchange.

The fifth division of Timex launched in October 2006 will oversee the brand's highest-priced retail offerings. The firm acquired the license for watchmaker Vincent Bérard and in 2008 will produce about 100 watches in the 50,000 euros price range, or about $74,000.