De Beers is now in the business of keeping time.

The diamond giant recentlylaunched a line of eight men's and women's watches priced between US$12,000 and US$38,000.

De Beers watches are available to the consumers only at De Beers retail stores.

Called the Talisman line, the design of the watches was inspired by De Beers' Talisman Collection of diamond jewelry.


De Beers' new watch line is modeled after talisman medallions, which traditionally were worn for strength, protection and good luck.

The collection started with the Talisman Suntime Watch. It now includes a range of Swiss-made automatic, manual and quartz watches in white or yellow gold with rough diamonds, baguette diamonds, full pavé-set diamonds, semi pavé-set diamonds or without pavé-set diamonds.

De Beers' foray into the watch world is the latest in a series of decisions by the company to diversify.

Source. Nationaljeweler.com
www.nationaljeweler.com

Debeers.com
www.debeers.com