Coach is producing a line of more affordable timepieces.Coach is revamping its collection of watches.Stuart Vevers was recently announced as the brand's new creative director, promising change and an effort for Coach to be seen as a lifestyle label.The collection of timepieces has doubled to 200 and will include lower-priced designs in order to compete with the watch market.Rather than the previous price average of $300, the new figure is a more affordable $228, with the most models costing no more than $298."We all recognised fashion watches as a major category and a lifestyle opportunity," Javan Bunch, senior vice president of licensing at Coach, told WWD."We have a real mandate in the accessories world. We feel that this [collection] is an expression of our DNA."Coach has produced watches in partnership with Movado since 1998, but the new line draws on other elements of the brand.For example, it uses leather straps reminiscent of those found on its handbags.The Penny model uses clips found on Coach's dog leashes, while the Tristen is a new take on the label's Boyfriend watch.There are sportier looks, as well as elegant models that use Swarovski crystals and mother of pearl."We've taken a huge investment in doing this, and we are really repositioning the whole brand and rallying our organisation behind this," Movado chairman and chief executive officer Efraim Grinberg said. "Coach has such a strong heritage and is such a strong brand from a consumer perspective. For us, entering the fashion watch category in a Coach way really represents an opportunity."The new collection is set to hit stores in the fall.