Anti-Luxury Brand ToyWatch Joins Madison's Luxury Watch Boom

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

ToyWatch is the line that brought less expensive, "anti-luxury" plastic watches to the wrists of Michelle Obama, Oprah Winfrey, Michael Jordan, and even brand-loving celeb Heidi Montag, and now it's coming to Madison Avenue. The watch collection, started in 2005 by Milan-based designer Marco Mavilla, will bring brightly colored, chunky time pieces to East 57th Street to compete with other Madison Avenue luxury watch vendors such as Girard Perregaux, Hublot and Breitling.

ToyWatch's new Plasteramic line made up of ceramic/plastic watches that come in black, white, pink and gray. Each one for $195—or twice as much as a Swatch. The opening date has not been announced that, but we'll let you know as soon as we hear word!—Joann Pan
· ToyWatch To Join The Timepiece Race On Madison [The Shophound]
· Watch this space for Swatch rival [Crain's]
· ToyWatch [Official Site]

Photo Credit