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ToyWatch Spa
  • Watch manufacturing
FoundedMilan, Italy (2006 (2006))
Key people
  • Watches
  • Pocket watches
OwnerILP III Sca Sicar - J. Hirsch & Co.

ToyWatch is a luxury Italian watchmaking company that was founded in Milan in 2006.


ToyWatch began developing in 2006 with the launch of the first collection.[1] During the same year, thanks to the good reactions from consumers, ToyWatch established its American subsidiary, ToyWatch USA. A second subsidiary has later been opened in Hong Kong.

In 2011 ToyWatch opened shareholding to the ILP III private equity fund managed by J. Hirsch & Co. who held a share of 49%.[2] As of March 2013, the ILP III private equity fund holds the entire share capital of ToyWatch.[3]

In 2015 the company's products are sold in more than 2,000 stores and in 26 boutiques (11 flagship stores and 15 franchise stores)[4] spread all over the world. Flagship stores can be found, in Italy, in Milan, Rome, Florence, Venice, Porto Cervo and Forte dei Marmi. Some other boutiques are located in cities as London, Paris, Cannes, Puerto Banus and Kuala Lumpur. Company now dissolved.


The company was originally known for producing colorful watches made from plastic. The company today produces watches from a variety of materials including plastic, polycarbonate, plasteramic, aluminum, and steel, and incorporates other materials such as Swarovski elements,[clarification needed] silicon, ceramic, gold and diamonds.[citation needed]

ToyWatch watches have been featured on Oprah's Favorite Things list for 2007[5] and on The Ellen DeGeneres Show in 2009.[6]


ToyWatch Fluo Blue

Collections chronology:

  • 2006: Total Stones
  • 2007: Skull
  • 2008: Fluo, Ceramica, Kris
  • 2009: Skeleton, Heavy Metal
  • 2010: J-Looped
  • 2011: Velvety
  • 2012: Metallic Aluminum, Maya
  • 2013: ToyMrHyde
  • 2015: Maya Natural Stones

Collections available at the beginning of 2015 (in alphabetical order):

  • Cruise
  • Cruise Graffiti
  • Fluo
  • Jetlag
  • Monnalisa
  • Monochrome
  • Maya
  • Maya Chrono
  • Maya Natural Stones
  • Metallic Collection
  • Total Stones
  • ToyCandy
  • ToyCruise Metal
  • ToyFloat
  • ToyGlass
  • ToyGlow
  • ToyMrHyde
  • ToyRing
  • ToyStrong
  • ToySwing
  • ToyViper
  • Velvety
  • Vintage Collection


  1. ^ "Archived copy". Archived from the original on 2015-03-15. Retrieved 2015-03-23. CS1 maint: discouraged parameter (link) CS1 maint: archived copy as title (link)
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  6. ^

External links[edit]