Simpson's new venture 'design watches'

Singer Jessica Simpson is said to have added a new venture to her ever-growing lifestyle brand by designing fashion watches with Pascal Mouawad. Simpson, 29, struck an exclusive licensing agreement with world-renowned celebrity jeweller Mouawad to design, develop, produce and distribute a line of fashion watches for her brand, the Jessica Simpson Collection.

“Creating and inspiring the collection is very near to my heart - my mom and I work on this collectively and it is a passion for both of us. It is a joy to be able to create a line that is affordable and fashionable," Fox News quoted her as saying. “And collecting watches, both vintage and new, has been a hobby of mine for some time so adding watches to the collection was a natural extension," she explained.

The license marks the 21st product category for Simpson"s brand. “Jessica is a business woman with great vision and the Camuto Group (the master licensee for the Jessica Simpson Collection) has done a phenomenal job in building the brand across multiple categories," Mouawad said. “With Jessica"s good taste, flair for fashionable trends and iconic image, it was a natural fit for us to collaborate on a collection of fashion watches," he added.

The debut collection will include 35 designs, retailing from 60 dollars to 250 dollars, that speak to Simpson"s personal style, varying from classic leather and menswear styles to fashion forward jewellery-inspired looks. The collection is slated to launch Fall 2010 at upper tier department stores, specialty stores and select online stores, including JessicaSimpson.com.