American Automotive Meets Automotive Horology with Detroit Based EQUIPE Watches
In a time where US imports of Swiss watches is still lagging behind the global average, EQUIPE tells U.S. retailers and watch enthusiasts to look within the borders of this great country to reignite their love affair for great timepieces.

DETROIT, MI, July 07, 2010 /24-7PressRelease/ -- Racing out of the Motor City, EQUIPE Watches are high performance, premium quality timepieces that boast design inspiration from the automotive capital of the world. Founded by the owner of WatchWear.com, the largest online retailer of watches in America, these muscle machines for the wrist are geared for those with a passion for watches and cars - not necessarily in that order.

There are 15 models in the EQUIPE watches fleet, with color combinations and styles in more than 140 variations to give options to those who like their watches like they like their cars. Included are
• The Dash XXL (shown): An embodiment of the oversized dashboard of superior vintage autos such as the Chrysler Imperial and Lincoln Continental; at 60mm, this watch covers the wrist, and offers chronograph functions and multiple time zones.
• The Paddle: an edgy chronograph equipped with lever-shaped bars above and beneath the crown that emulate paddle shifters and a ratcheted bezel design.
• The Ball Joint: featuring four fully flexible lugs with independent suspension and a 360-degree lug movement that adjusts to the movement of the wrists to offer the greatest level of comfort in a wristwatch today.

Watches are created in limited production and are numbered with a WIN (Watch Identification Number). EQUIPE watches come in an aluminum watch carrying case with a combination lock, that can also be used to store men's jewelry. Watches begin at just $299 retail, with the top of the line Ball Joint chronograph retailing at $999.

While the sticker price is less than premium, the manufacturing quality certainly is not. Water resistant to 100 meters, EQUIPE watches are made in 316L stainless steel and feature screw in case backs with engraved logo; luminous hands and dials; bracelets with engraved double button clasps; non-glare double coated mineral crystals or sapphire coated crystals and CITIZEN MIYOTA movements. Multiple styles also offer hinged lugs, which require an extra step in production and aids in ergonomic comfort for the wrists. Such attention to detail is usually only found in Swiss timepieces that command thousands more than EQUIPE's collectible range.

"After spending so many successful years selling great Swiss brands through our Watchwear.com, we wanted to introduce a watch collection that is authentically Detroit; one that pays homage to the great classic cars of yesterday and the modern race cars of today", said Jeff Freedman, founder of EQUIPE watches. "Our Detroit-based design team was rigorous in warranting the aesthetics of each watch would meet the approval of the most avid auto enthusiast. And in using the same sourcing and manufacturing as leading luxury Swiss brands, we've maintained serious quality control that ensures a watch aficionado will feel just as comfortable wearing our watch as he does his Panerai or Breitling. Like classic cars and fine timepieces, EQUIPE watches are made and priced to be collected."

For retailers, EQUIPE offers an exciting in-store display system that promotes the automotive theme. The entire 15 set collection of EQUIPE watches sit on an engine block custom mold display, complete with pistons and manifold. An immediate eye-catcher, the display is certain to draw in the watch enthusiast who'd like to park the all-American EQUIPE watch next to his Swiss models.

As part of its aggressive national launch strategy, EQUIPE will partner with retailers to offer grassroots promotional automotive-inspired opportunities. The company will coop advertising to support retailers via local car clubs and other automotive themed events. Retailers may contact EQUIPE watches at (248) 896-0317 or jeff@equipewatches.com to learn more about favorable buy-in terms, including low inventory requirements, express back lot fulfillment, and 24 hour order delivery.

The Lilian Raji Agency will manage all public relations and strategic marketing for EQUIPE's launch. They may be reached at (646) 224-1144 or equipe@lmrpr.com with questions and press requests to review the watches.

Press Release Contact Information:

Lilian Raji
Lilian Raji PR
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Atlanta, Georgia
USA 30305
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