High-end jeweler Links of London has launched it first ever watch collection in the US this month.

The luxury firm, renowned for its unique jewelry collections of dazzling platinum, gold and silver, has broken with tradition moving into watch design.

According to the company, designs in the new line take their inspiration from "classic, vintage cars, and combines timeless elegance with a fashionable allure" and are designed for both men and women.

Sharon Buntain, Links of London North America president and chief executive officer, told JCKonline: "This introduction is an exciting milestone for our brand, and we are excited to share [it, by] giving back to a worthy cause whose supporters appreciate fine design."

The collection was launched in New York City at the event of the company's co-hosting of the Free Arts NYC Young Benefactor Event.

It will go on sale in London first and elsewhere in the coming year with prices ranging between $475 and $10,000 per piece.