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In the autumn of 2005, Milan-based designer and watch expert Marco Mavilla designed the first TOYWATCH. A lightweight, oversized plastic watch, inspired by high design timepieces, TOYWATCH is unexpected, arresting and irreverent.

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.

Famous wearers of TOYWATCH include Tara Reid (pictured) , Naomi Campbell, Phillip Seymour Hoffman, Lenny Kravitz, Sienna Miller, Madonna and Oprah Winfrey.