Seiko stable mate Lorus is targeting young and fashionable females with a collection of 33 striking timepieces in the Just Sparkle line.
The collection goes on sale in Debenhams, John Lewis, F Hinds and H Samuel as well as independent stores this month.
Retailers who take on Just Sparkle will be given a dedicated point of sale display to set it apart from the core Lorus lines.
The price point of £49.99 and £74.99 is pitched to encourage girls to buy more than one watch to complement their party outfits over the Christmas season.
The collection features a range of materials from rose gold tone metal bracelets, crystal elements, ceramic effect inlays and mother of pearl.
Consumers can choose from cocktail watch styles, to sparkly dress pieces to multi-dial layouts.
There is a choice of leather straps in shades of pink or white, or metal bracelets with ceramic effect inlays or two-tone finishes.
There are a variety of dials from shades of pink champagne, fully loaded crystal embellished dials to lilac mother of pearl.
“With Just Sparkle’s affordable pricing, today’s fashionable young women can build their own watch wardrobe easily and quickly. What’s more, consumers can take peace of mind from the fantastic build quality, as you would expect from a brand belonging to the Seiko family, and know that theirs is a watch built to last and a watch they can trust,” Lorus says.