Fox & Crop Collection By Sekonda

The wristwatch: the ironic accessory, for gentlemen in particular, that time simply cannot defy.

The fiercely loyal will always turn to their wrist while scheduling the demands of modern life and feel lost on the rare occasion they forget to wear one, if they take it off at all.

But in an age where time is an ever more precious commodity, its supply has never been more plentiful. Your smartphone, your desktop, your 24-hour news channel, the time stamp on your latest tweet.

Yet the wristwatch not only endures, it prospers. Of course, in becoming more of a statement in style than simply hours, minutes and seconds at a glance, the modern watch is defined as much by its aesthetic design as its mechanical reliability.

Classically understated or bullishly attention-grabbing, it boasts the power to make or break an outfit. In commissioning a collection to complement its classically British clothing range, Fox & Crop turned to SEKONDA – the UK’s best-selling watch brand for the past 20 years.

Owned by Time Products, a Leicester-based innovator in men’s and women’s watches, Sekonda’s own range consists of high quality, attractive watches which are outstanding value for money.

But it was their experience in extending their brand that was most appealing for Fox & Crop, as explained by Matt Payne, Head of Retail and Licencing. “Sekonda was always an attractive prospect for Fox & Crop because of our mutual and proud association to Leicester, but SEKONDA’s proven ability to produce successful extensions to their brand made them stand out significantly.

“In the Fox & Crop collection, they have produced a limited edition range that combines the credibility of an established, high-quality watch maker, touched with Fox & Crop’s quintessentially British appeal.”

Since the brand was launched in 1966, Sekonda has been committed to producing high quality watches by using top quality movements, strict manufacturing specifications, rigorous testing and quality control. Its existing, successful brand extensions include Xpose, SEKSY and, most recently, Editions.

Its Fox & Crop collection includes four gentlemen’s watches, all priced £100, and two ladies’ watches, priced £65-£75. David Merriman, Managing Director of Time Products UK Ltd, said: “Time Products, which owns the brand Sekonda and has been based in Leicester for 50 years, is proud to work with the Foxes in providing timepieces. “Sekonda is a traditional British watch brand which shares many classic values associated with the Fox and Crop brand. Our contemporary timepieces emblazoned with the Fox and Crop logo are a pleasure to own at a very reasonable price point.”

The Fox & Crop collection by SEKONDA is available to purchase now from .