The denim label G-Star Raw is opening up new product categories. On Tuesday, parent company WHP Global LLC announced that it had entered into a long-term, worldwide licensing agreement for G-Star brand watches and jewelry with JDM Swiss Group. In the future, the Swiss company will develop, produce and market the label’s corresponding products for women and men.
The first collections resulting from the new partnership will be available in G-Star’s own stores and online shop in Europe and the USA from next spring. Additional markets as well as sales through wholesale partners, department stores and selected watch and jewelry retailers would follow, according to a statement.
Stanley Silverstein, chief commercial officer at WHP Global, explained the move: “The launch of G-Star in watches and jewelry is an exciting milestone in our journey to expand the brand into new categories and markets around the world,” he said in a statement bringing G-Star’s global appeal to a whole new category.”
WHP Global acquired a majority stake in G-Star Raw at the end of 2023. The brand management group’s portfolio also includes brands such as Vera Wang, Anne Klein, Isaac Mizrahi and Lotto.