Rag & Bone Ticks Into Timepieces: A New Chapter for Fashion Brands & Accessible Luxury

Shelton, Conn. – November 6, 2025 – Rag & Bone, the New York-based fashion brand known for its edgy yet understated aesthetic, has unveiled its first watch collection in partnership with Sequel, a division of Timex Group. The Fall/Winter 2025 line marks a significant expansion for the brand and reflects a growing trend of fashion houses venturing into the accessible luxury timepiece market.

While traditionally focused on ready-to-wear, denim, and accessories, Rag & Bone’s foray into timepieces isn’t a surprise to industry analysts. The move aligns with a broader strategy of lifestyle branding, allowing companies to capture a larger share of consumer spending and solidify brand loyalty.

“We’ve seen a shift in consumer behavior,” explains a source within the fashion industry. “People want brands that resonate with their overall lifestyle, not just specific categories. Expanding into timepieces allows Rag & Bone to become more integrated into the everyday lives of its customers.”

The collection, boasting three distinct styles – Casual, City, and Urban – is priced from $220 to $595, positioning it competitively within the accessible luxury segment. Watches feature refined designs, sapphire crystal, and premium Italian leather straps certified by the Leather Working Group (LWG), demonstrating a commitment to both style and sustainability.

A Growing Trend: Fashion Brands and the Watch Market

Rag & Bone isn’t alone in this expansion. Michael Kors, Tory Burch, and Fossil have all successfully established themselves in the fashion watch market, leveraging their brand recognition and design expertise. The appeal lies in offering consumers stylish timepieces at a price point that’s more accessible than traditional luxury brands.

“The fashion watch segment is thriving,” says an industry observer. “Consumers are looking for watches that complement their personal style and express their individuality. Fashion brands are well-positioned to deliver on that demand.”

However, entering the watch market isn't without its challenges. Competition is fierce, and brands must differentiate themselves through design, quality, and innovation.

Timex Group & Sequel: A Strategic Partnership

The collaboration with Sequel, a division of Timex Group, proves crucial for Rag & Bone. Sequel specializes in licensing agreements and managing watch lines for fashion brands, providing the manufacturing expertise and global distribution network necessary for success.

“Timex Group brings a wealth of experience to the table,” explains a source familiar with the partnership. “They understand the complexities of the watch industry and can handle everything from design and production to quality control and logistics.”

This partnership aligns with Timex Group’s broader strategy of diversification and expanding beyond its core watch brands. By collaborating with fashion labels, Timex can tap into new markets and reach a wider audience.

Sustainability Takes Center Stage

Beyond style and price, sustainability is emerging as a key differentiator in the fashion watch market. Rag & Bone’s commitment to using LWG-certified leather demonstrates a growing awareness of environmental and social responsibility.

The LWG certification ensures that leather is sourced from tanneries that adhere to strict environmental standards, minimizing the impact on water usage, energy consumption, and waste management.

“Consumers are increasingly demanding transparency and sustainability from the brands they support,” says an environmental advocate. “Rag & Bone’s use of LWG-certified leather sends a positive message and demonstrates a commitment to responsible sourcing.”

However, some industry observers caution that sustainability claims should be scrutinized. “Greenwashing is a real concern,” warns a sustainability expert. “Brands need to be transparent about their supply chains and demonstrate genuine commitment to environmental and social responsibility.”

Rag & Bone appears to be taking a thoughtful approach to sustainability, but continued transparency and accountability will be crucial to maintain consumer trust.

The Future of Fashion and Timepieces

Rag & Bone’s venture into the watch market signals a broader shift in the fashion industry. Brands are increasingly recognizing the value of diversification and expanding into complementary categories.

The success of this strategy will depend on several factors, including design innovation, quality control, sustainability initiatives, and effective marketing.

As consumers continue to demand more from the brands they support, fashion houses that prioritize style, sustainability, and value are poised to thrive in the evolving landscape of luxury and accessible accessories. The ticking success of Rag & Bone’s initial foray will undoubtedly be watched closely by competitors and industry analysts alike.