Geneva Watch partners with Marquee Brands for new BCBG women's watches

By

Cassidy Mantor

Published
Jan 22, 2018

Geneva Watch Group has partnered with Marquee Brands for the global creation and distribution of BCBGeneration and BCBG MaxAzria women's watches slated to launch fall of this year.

The watches will focus on design innovation, luxury, craftsmanship and the brand's unique point of view.

Diane Bekhor, Senior Vice President at BCBG Group said the brand is "thrilled" to be partnering with Geneva Watch Group for both the BCBG Max Azria and BCBGeneration labels. Geneva Watch Group currently owns licenses for numerous fashion brands including Kenneth Cole Productions, Ted Baker London, Nicole Miller, Glamour, and Sean John.

Christian Frommherz, CEO of Geneva Watch Group said the company would honor the BCBG brands which are known for "high end design while remaining wearable for the everyday woman."

Marquee Brands was part of the duo of licensing and holding companies that bought out the bankrupt BCBG last year. As part of the deal, Marquee Brands paid $108 million for all of BCBG's intellectual property relating to BCBG Max Azria, BCBGeneration and Herve Leger. Global Brands Group paid $27.4 million to acquire the bankrupt company's existing inventory and assets related to operations.

Other Marquee Brands include Body Glove, Ben Sherman and Bruno Magli.

The new BCBG women's watches will be available at BCBG Max Azria stores, online through BCBG's website and at select global retailer partners. The debut collection from Geneva Watch Group will launch Fall 2018.