Ralph Lauren has reduced the entry-level price of its 2017 watch collections in an effort to appeal to a wider network of retailers.
The company launched its first watch collection in 2009 in partnership with Richemont Group and using movements from Piaget and other group brands.
The watches were typically sold only in Ralph Lauren boutiques with five-figure price tags.
The more affordable 2017 collections are being pitched to multiples including Ernest Jones and Goldsmiths at retail prices starting at around £1500.
New Safari and Stirrup collections are being launched with both quartz and mechanical movements from Cartier, IWC or Sellita, but high end pieces will still be produced including highly complicated watches such as minute repeaters costing over $200,000.
Nicolas Courcoux, business development director for Ralph Lauren Watch & Jewelry Co, also showed a range of shop-in-shop furniture designed by Ralph Lauren that will be available to retail partners.
“We are very focused on selling in and selling through,” Mr Courcoux told WatchPro.
The watches will be officially launched in the UK in April or May.