Since it was first established in 2005 the Toywatch brand has seen an explosion in its popularity, and become an international phenomenon. The brand was created by an Italian watch enthusiast and collector who took influence from famous and classic Swiss watches such as the Rolex Submariner and replicated them in bright colours and styles at a much cheaper price. The idea was simple Luxurt Design at Swatch prices. It was soon picked up in America where Toywatch USA was formed to distribute the brand. Today it is sold in many countries worldwide and the finest quality retail outlets. The collection of Toywatches is vast and is split into several ranges including Jelly, Fluo, Crystal and Ceramic styles.