As part of its renewed focus on the luxury customer Dolce & Gabbana is launching its first luxury watch collection. The men’s line, comprising 52 models, will be available at select Dolce & Gabbana stores worldwide.

Last year when Dolce & Gabbana announced plans to close their less expensive, youth focused D&G brand many retailers and commentators questioned the decision. D&G has been an important source of revenue for the label. But the revenue came at a price. When labels create tiered brands high-end customer maybe turned off by the association with cheaper production lines. “Nothing upsets affluent consumers more than finding there are multi-brand models for multiple levels of quality,” luxury consultant Jim Taylor said at the American Express Luxury Summit in Park City, Utah. The elimination of D&G restricts the company to a smaller segment of the market but it also focuses the brands image.

“To us a watch is an item to love, collect, pass down. I love when people wear watches that once belonged to their grandfathers or fathers. I would love if this was the case with our watches in the future,” says Stefano Gabbana.

All photographs: Dolce & Gabbana