TIMEX, a global leader in watchmaking for more than 160 years, has unveiled its latest campaign highlighting Crystal Bloom, a new line of women’s trend watches with Swarovski® details. Social and beauty influencer, actress, and model, Olivia Culpo, will be starring in the brand’s spring campaign.

As far back as the early 1900s, TIMEX was among the first watchmakers to craft watches for women. Now, over 100 years later, TIMEX is reinforcing their position as a leader in designing and manufacturing watches for women with the Spring 2018 collection.

“This season, TIMEX is taking a strong step to reclaim our heritage in the women’s market. Our lead collection, Crystal Bloom honors our craftsmanship, combining elegant femininity with timeless design,” said Shawn Cummings, TIMEX Sr. Vice President, Market Business Unit. “Olivia’s confidence and bold sense of style complements the softer spring colors and crystal detailing in the Crystal Bloom Collection. We look forward to working with her throughout the campaign as we begin a new dialogue with the modern woman.”

TIMEX has partnered with Swarovski to develop this collection of 10 styles, which include designs that feature a crystal fabric dial made of genuine Swarovski crystals against a unique floral design. The impressive fabric made of Swarovski crystals make the dial shimmer, while the crystal accent styles add the perfect touch of sparkle.

“TIMEX is an incredibly iconic American brand, and the Crystal Bloom watch brings their very rich heritage to life in a fresh and modern way,” said Olivia Culpo. “I love to wear it when I want to add a touch of glam and femininity to my style.”

The Crystal Bloom collection is available in leather strap and metal bracelet styles, priced $65.00 USD to $80.00 USD. The collection is available now on TIMEX.com.

The full Spring 2018 Women’s collection includes modern feminine interpretations of classics such as Waterbury and Fairfield, and new designs such as the Petite are also available on TIMEX.com ranging from $47.00 USD to $129.00 USD.

See more from TIMEX here