Guess has unveiled a new collaborative timepiece created with DJ and music producer Tiesto, said to be inspired by his performances around the world.
The limited-edition 45mm timepiece will be available in Guess stores and its partner department stores and specialist retailers. The gunmetal PVD stainless steel timepiece has an oversized crown, patterned dial and an electric blue seconds hand. As an added flourish the Tiesto logo adorns the caseback.
Tiesto is described as having created a global brand out of his DJ and production work, and has previously launched his own radio channel, headphones and an iPhone app.
Paul Marciano, chief executive and creative director at Guess said: “When I first met Tiesto, I was really so impressed. We connected right away on both a personal and professional level.
"He is more than just a DJ – he is very multi-faceted and truly understands what it takes to build a brand. There is no better choice in music today to represent the free-spirited, adventurous and sexy Guess lifestyle.”
The brand and DJ will promote the launch through a dedicated mini-site featuring product details, performance schedules and an e-commerce section. The Twitter hash tag #guesstiesto is also being pushed among fans of the brand to build buzz around the collaboration.
The wider Tiesto and Guess collaboration includes skinny-fit jeans for men and women in black and indigo finishes, graphic print T-shirts and leather jackets detailed and trimmed with the custom Guess and Tiësto logo in black and electric blue.