The JOE by Joseph Abboud line of men’s jewelry and watches—a collaboration between the fashion brand and J.C. Penney—launches Nov. 1 in select stores and online.

Made in stainless steel with wood, leather, and rose gold–colored accents, some 40 jewelry SKUs will be sold in stores and 62 will be available for purchase online; 18 watch models will be available. All pieces are being manufactured in China (though watch movements are being made in Japan). Salesone International of Norwalk, Conn., is the licensee of the line, and American Brandz of New York City is the manufacturer.

The designs are described as “neo-traditional, confident, and sophisticated,” according to Steve Scott, senior buyer of fine jewelry for the retailer. Additionally, the styles serve as an “enlightened American alternative to traditional lifestyle brands,” he adds.

“The line from the initial concept fit into a white space in the J.C. Penney mix,” Scott tells JCK in an email interview. “We believe it will meet the needs of many customers that our current assortment did not.”

The target customer is under 40, confident, and wants his sense of style—current, versatile, and attractive—to represent this attitude. “He is approachable with a positive outlook,” notes Scott.

The Joseph Abboud Group designed the styles with input and guidance from the J.C. Penney team; suggested retail prices for the jewelry range from $29 to $199, while watches range in price from $55 to $90. Currently, there are no plans to add a women’s line.

Men’s jewelry from the JOE by Joeph Abboud line launches Nov. 1 at J.C. Penney; retail prices range from $29 to $199.

JCK