Inspired by high design timepieces, Milan-based designer Marco Mavilla designed the first Toywatch in the Fall of 2006. The oversized, but surprisingly lightweight watch was made predominantly of plastic; a sort of rebellion against opulence in a luxury-obsessed society.

However, six years and millions of watches later, this plastic wristwatch retailer has expanded exponentially. With new models and materials being introduced every season we’re always eager to see what Mavilla and his team have to offer.

This season, some of the most covet-worthy pieces included a range of knitted-strap watches and wrist scarves designed in collaboration with Italian luxury house Missoni. We really like how the timepiece is becoming less and less about function, with some of the more avant-garde brands now presenting completely blank-faced watches without any movement.

We had the opportunity to preview the brand’s latest range of pieces while at the “Friends with Benefits” gift lounge in celebration of the 2012 MuchMusic Video Awards in Toronto (the gift lounge provided attendees with a chance to preview the latest collections from Toywatch, Rudsak, iSkin and others, while raising awareness for The Canadian Foundation for AIDS Research). The take-home message seems to be that these are, first and foremost, accessories (and not just because of the super cool toyrings which doubled as watches). Many of the new pieces were accompanied by a matching tasseled bracelet, or a stunning woven wrist band reminiscent of laidback luxury on the French Mediterranean. It comes as no surprise then that the company has decided to title their latest offering, the “St. Tropez Collection”. And that’s perhaps our favorite thing about the watches – they’re as beautiful to wear as they are easy to wear, and that’s the most “timely” thing of all.

- James Lavapie