The U.S. Army has partnered with Invicta Watch Company of America to launch a line of premium U.S. Army-branded wrist watches.

Invicta’s new line aims to take the U.S. Army brand to new heights by expanding its presence within the accessory space. Beanstalk, the U.S. Army’s brand extension licensing agency, brokered the agreement.

“The U.S. Army - Invicta collection merges Invicta’s innovative designs and engineering with the highly recognizable U.S. Army logo to create a performance, function-driven time-piece that consumers of both brands can enjoy,” says Eyal Lalo, chief executive officer, Invicta. “This collection offers U.S. Army collectors and enthusiasts a chance to wear their U.S. Army pride right on their wrists, capturing the timelessness of their patriotism.” 

The U.S. Army Invicta watch collection is available online with products ranging in price from $100-$400.

For Beanstalk, the deal marks another collaboration for its client portfolio. The agency recently discussed its approach to licensing in a sponsored a panel at Licensing Week Virtual. Beanstalk’s panel, “Consumers, Brands and Retailers: Adapting in the New Reality,” explored the future state of retail, branding and consumer behavior. Register for the first-ever Licensing Week Virtual to watch the full session on-demand.