Founded in 1996 by Pamela Skaist-Levy and Gela Taylor in Los Angeles, Juicy Couture has captured the hearts of young and young-at-heart fashionistas with its chic styles.

Jennifer Lopez, Halle Berry, Madonna, Paris Hilton and Lindsay Lohan are among the celebrities who have been seen wearing Juicy confections at various events. Indeed, celebrities play a very important part in raising awareness of Juicy Couture.

Juicy Couture originally known for its tracksuits, has expanded into apparel, shoes, swimwear, handbags, sunglasses, jewelry, leather goods, fragrances, baby gear and even cute doggie accessories for pampered dogs, among other categories -- Juicy Couture for Men was introduced in 2003.

In summer 2007, Juicy Couture launched its timepiece collection. (To date Juicy Couture only offers watches for girls and women. There is no male timepiece whatsoever in the brand's watch collection). To ensure that Juicy watches are produced with a high standard, the brand collaborates with Movado Group, a Swiss brand that produces timepieces for various popular brands including Ebel, Concord, Hugo Boss, Lacoste and Tommy Hilfiger.

Esther Teh, general manager of Movado Group for southeast Asia, said Juicy Couture is a brand for girls who want something flirty and feminine. Movado offers an ultrafeminine collection: a little bit sweet, a little bit sophisticated to meet everyone's desires. The prices of Juicy Couture watches in Indonesia range between Rp 2,000,000 (US$159) and Rp 6,000,000.

"What's iconic in Juicy Couture would be the charms, so you will see a lot of charm bracelet timepieces and you will see charm embellishments on the strap watches as well," Teh said, adding that little details make these timepieces unique, such as the cute charm embellishments and Juicy's signature coronet crown.

For fashionistas who love to match their watches with their favorite outfits (or mood), Juicy offers timepieces with interchangeable bezels. "It's like having two or three watches for the price of one," Teh said.

Before they launch each collection, Movado Group collaborates with Juicy Couture to ensure that the marketing theme synergizes with the U.S. mother brand. "This is just an example, if the season is about safari, we need to produce timepieces with the same theme," Teh explained. That way Juicy fashionistas can always match their outfits with Juicy watches perfectly.

Juicy offers three collections every year: Spring, Summer and Fall Holiday Collection.

Since both Juicy founders love all things vintage, naturally Juicy also include vintage-looking pieces in its watch collection. The Royal watch features Swarovski crystal baguettes around a mother-of-pearl dial with a stainless steel bracelet.

Besides their U.S outlets, Juicy Couture boutiques can be found in Italy, Japan, Hong Kong -- which Teh said is their biggest Asian market currently -- China, Malaysia, United Arab Emirates as well as Dubai.

Jakarta: Entertainment X'nter (021 3199 0176), Grand Indonesia.

Bandung: Bandung Supermal (022 9101 266),

Surabaya: Tunjungan Plaza III (031 5468 301).

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