In the fall of 2006, Milan-based designer and wristwatch aficionado Marco Mavilla designed the first TOYWATCH. A lightweight, oversized plastic watch, inspired by high design timepieces, TOYWATCH is unexpected, arresting and irreverent. Under the direction of fine-watch collector and TOYWATCH USA CEO, Randy Gordon, TOYWATCH was brought to the USA in the summer of 2006. An anti-luxury statement in a luxury obsessed culture, TOYWATCH has become the "it" wristwatch and the "must-have" item among style influentials and tastemakers. The brand ignited a firestorm in the fashion, design and accessories industries and has been heralded as a sensation by the press. Fall of 2007 will welcome the first ever, freestanding TOYWATCH store - if you find yourself at Via Montenapoleone in Milan, come check out ToyWatch.

"TOYWATCH...has been a runaway hit since their debut."
- Kristina Dechter, The New York Times

"Hollywood is obsessed with this Italian-made chronograph wristwatch."
- Life & Style Weekly

"Many industry executives say they have not seen this kind of buzz since Swatch premiered its Swiss manufactured watches in 1983."
- Womens Wear Daily