Michele Watches, best known for its Ultimate Diamond Chronograph, has changed its name. The action was precipitated by the brand’s recent introduction of its men’s watches at Bloomingdale’s and Neiman Marcus.

“No matter how desirable it was, men would resist buying a wristwatch as long as it had a woman’s name on the face,” said a company statement. The new name is “MW Collection” (the MW standing for Men/Women as well as Michele Watches).

During the transition phase, as the company introduces the new name to the public, the watches will be known by the tag line “MW Collection by Michele.” The MW Collection will introduce 10 new men’s and women’s lines at the JA New York Summer Show, July 29-Aug. 1.

JCK