2(X)IST IN WWD: TIME IS COMING SOON FOR 2(X)IST WATCHES

Posted on 5/10/12 12:00 pm by Official2XIST

In an exclusive announcement in today's WWD: Men's Week edition, 2(X)IST announces the category launch of 2(X)IST WATCHES.

Joey Harary, Chief Executive Officer of Moret Group (the parent company of 2(X)IST) told WWD:  "We feel that the timing for launching the watches is perfect now for a couple of reasons …our customer is looking for more products from us, and with watches being the most dominant piece of jewelry men wear, we feel it is a great accessory for us to introduce at this time."

According to the article, the timepieces, designed in conjunction with industrial designer Jason Wilbur, will debut later this month to the trade in Las Vegas, with general retail availabilty in Fall 2012.

To learn more about 2(X)IST WATCHES, visit www.time2XIST.com.

To read the 2(X)IST WATCHES Press Release, read below or download it via link through May 29, 2012.

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PRESS CONTACT:
Michael Pucci at Abbiamo Group
818.847.7405
pucci@abbiamogroup.com

2(X)IST TO LAUNCH WATCHES 

The Premier Men’s Lifestyle Brand Launches First-Ever Brand Extension
into Fine Timepieces to Debut at Retail in Fall 2012

NEW YORK, NY — (May 10, 2012) 2(X)IST, the premier men’s lifestyle brand, is bringing its 21-year history centered around superb fit, streamlined styling and on-trend designs in the men’s innerwear industry to the timepiece market. Established in 1991, 2(X)IST is favored by celebrities including Zac Efron, Justin Timberlake and Daniel Craig.

For 2(X)IST Watches, the brand partnered with award-winning designer and WILBURco President Jason Wilbur to develop a signature look and feel for the collection.  Wilbur is renowned in the industry for designing the Devon Tread watch, which garnered a nomination for The Grand Prix De Horologie in 2011.  On his inspiration for 2(X)IST Watches, Wilbur comments: “I grew up in New York and saw this rebel spirit all around. New York is three-dimensional, not only in form, but spiritually. So, for this watch I wanted to create a product that truly represented the spirit of New York City—not a watch, but a sculpture that captures the DNA of New York City and the amazing people that make their statement there.”

Under Wilbur’s guidance, the timepieces are streamlined and daring. Additionally, 2(X)IST Watches are made of unique, durable, alternative materials including G10 polymer, anodized aluminum and ceramics. Morris Chabbott, Director of Moret Time, 2(X)IST’S timepiece division, says: “2(X)IST Watches are reflective of that jolt of fashion, fun and fine craftsmanship that 2(X)IST is known for. These timepieces are set apart from anything on the market.”

The first series of watches will be available to consumers in Fall 2012, with additional designs planned for 2013.

2(X)IST Watches will range between $395 and $595, with availability at department and specialty stores where 2(X)IST is sold, as well as independent fine watch and jewelry retailers.

Watch and jewelry industry veteran Michael Pucci, President of Abbiamo Group, a Burbank, California-based marketing firm, brokered the collaboration. Abbiamo Group will handle all advertising and marketing initiatives for 2(X)IST Watches.

For more information on 2(X)IST Watches, visit www.TIME2XIST.com.

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About 2(X)IST: Known for cutting-edge fashion, contoured shapes and superior comfort, 2(X)IST creates forward-thinking designs to fit men’s lives. Founded in 1991, 2(X)IST has grown to become an iconic men's lifestyle brand with a style and fit for every occasion. 2(X)IST leads the evolution of fabrics, materials and technology to create better-fitting underwear, apparel and accessories for fashion-forward, confident modern men. 2(X)IST is sold at prestigious retailers including Neiman Marcus, Nordstrom, Macy’s and other top storefronts worldwide. Find your fit at www.2XIST.com.

 About Jason Wilbur of WILBURco: Jason Wilbur is an award-winning product and transportation designer for brands like Porsche, Oakley and Honda. His most recent creation, the Devon Tread 1 watch, won accolades from both the press (Watch Journal, Intersection Magazine) and the industry with a nomination for The Grand Prix De Horologie. His Devon Tread 2  watch was unveiled at Basel in 2012. In addition to working as a graphic designer, branding and marketing specialist and industrial designer, Mr. Wilbur is a guest lecturer at his alma matter, Art Center College of Design, and lectures on the business of design at the request of several international companies.

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[PHOTO CREDIT: WWD; 2(X)IST]

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