L.A. Gear moves into watches

L.A. Gear, Los Angeles-based fashion athletic shoe company, has expanded its focus from feet to wrists. The firm has added a line of watches, starting with the holiday season. The watches are being produced in a company factory, recently purchased in Hong Kong.

Robert Greenberg, president of L.A. Gear, estimated first-year wholesale sales of $2 million. “The L.A. Gear name will attract the customers attention, and that is what we are initially relying on,” said Greenberg. “We’re looking to find our own niche in the watch market.

Greenberg said the company is adamant about keeping the watches distinctly different from other sport watches on the market. “We have our own silhouettes, colors and band treatments that are true to the L.A. Gear name.”

Since the watches wholesale for $18, greenberg hopes to see consumers buying them in multiples, wearing two or three at a time.

Aimed at the teenage market, the collection consists of 35 different styles categorized into two lines: sport and basic. All watches have metal cases and either Japanese or Swiss movements. Leather and plastic bands come in pastel and bright shades, and two expandable bands are also included.

“Nineteen-eighty-nine is our year of unbelievable growth,” said Greenberg, “and the watches will add to that.”