The Italian leather goods and accessories name, Furla, is looking to position itself as a wider lifestyle brand, kicking off with a new partnership with the watchmaker Timex Group.

Under the deal, Timex will produce and distribute a new line of Furla-branded watches to global retailers from this month in part of Furla’s move to diversify its offering and strengthen its name across other product categories.

“The synergy between Furla and Timex Group is evident through shared values, which include excellence in design and quality,” said Alberto Camerlengo, CEO of the Furla Group. “Timex Group is a company that fully understands and respects Furla’s aesthetics, its tradition and its ambition to be innovative and we believe will contribute to Furla’s growth and success within the watch category.”

The watch collections will be available within select watch retailers, jewellers and department stores, throughout travel retail and e-commerce sites, as well as in all Furla mono-brand boutiques.

The new assortment will be launched with an in-store preview in May 2020 at select Furla points of sale worldwide.

Tobias Reiss-Schmidt, CEO of Timex Group, added: “We are delighted to bring Timex Group’s expertise, global reach and long history as an authentic watchmaker to this new partnership with Furla.

“The Furla brand is a perfect fit within Timex Group, and we are excited to harness its rich heritage and brand vision through premium timepieces.”