The Extreme Group has revealed a tie up with Chrono, one of the UK's leading watch distributors.
The deal will see Chrono take the UK distribution for Extreme's new brand, EX Time, and its complete watch range.
The new collection is apparently set against the backdrop of the sports world, but will also appeal to those who aspire to the lifestyle but don't necessarily participate in sports.
The watches have already been featured in the likes of Stuff, T3, BBC1's Basil Brush Show and The National Student Mag amongst others.
"We are really pleased about the new deal with Chrono as they completely understand our vision," said Al Gosling, CEO of the Extreme Group. "They have invaluable experience with youth and sports brands and a great understanding of the market."
Nilesh Patel, MD of Chrono, added: "With our well established presence in the jewellery marketplace and the high awareness of Extreme already present in sports and outdoor retailers, we are expecting the product range to be very well received, creating exciting opportunities for retailers that seek a dynamic brand that is associated with modern lifestyles."
The official launch of EX Time will be at Basel Watch Fair in Switzerland from April 3rd-10th.