Dolce & Gabbana are launching their first luxury men's watch collection.
The accessories line will comprise 52 models and be available in select boutiques from June 18. The collection will be stocked in 30 stores before the end of 2012.
Designer Stefano Gabbana told WWD: ''A man cannot not have a watch, it's part of a man's style, it's one of the few accessories that he can wear, and it was a category that was missing for us.''
Speaking about the select distribution method, Stefano added: ''It's interesting to offer products that one must look for, special things that are difficult to find.''
The Swiss-made collection is split into three product lines: the classic DG7, with a mesh Milano chain bracelet; the sporty DS5, with chronometers and chronographs tested by the Official Swiss Chronometer Testing Institute, and the glitzy DG7 Gems, embellished with diamonds, rubies, sapphires or emeralds.
Stefano said his creative partner and watch-lover Domenico Dolce had ensured the line was ''tasteful and unpretentious'' and the pieces were ''never too flashy''.
The Italian fashion house see this as the next logical step after they launched their jewellery line in 2011.
Domenico explained: ''We didn't wonder whether this was the right moment, we just felt the moment had come, just as we did with our jewels.''
The brand launch their international ad campaign featuring images by Mariano Vivanco in June. The faces of the brand have been named as David Gandy for the DG7, Adam Senn for the DS5 and Enrique Palacios for the DG7 Gems. Prices are $2,513 upwards.