New York, NY, June 16, 2020 – The U.S. Army has executed a license agreement with leading watch manufacturer, Invicta Watch Company of America, which has more than a century of expertise and caters to watch collectors, to launch a line of premium U.S. Army-branded wrist watches that are engineered to the highest standards. Beanstalk, the U.S. Army’s brand extension licensing agency, brokered the agreement.

The mission of the U.S. Army licensing program is to develop and distribute quality consumer products that build positive brand awareness and allow U.S. Army supporters to wear the brand with pride. Entering into a license agreement with a brand like Invicta is a unique opportunity for the U.S. Army to reach consumers with signature chronograph watches. Forged at an optimum level of craftsmanship and design, the collection articulates the core spirit of the Army, taking a time-honoured military tradition into the field of civilian life.

Invicta has taken the meticulous art of case construction to new heights and creates an opportunity for the U.S. Army brand to reach the watch enthusiast and expand the presence of the brand within the accessory space.

“The U.S. Army - Invicta collection merges Invicta’s innovative designs and engineering with the highly recognizable U.S. Army logo to create a performance, function-driven time-piece that consumers of both brands can enjoy,” says Eyal Lalo, CEO of Invicta. “This collection offers U.S. Army collectors and enthusiasts a chance to wear their U.S. Army pride right on their wrists, capturing the timelessness of their patriotism.” 

The U.S. Army Invicta watch collection is available online at Shop HQ https://www.shophq.com/b/watches/invicta/ and https://invictastores.com/ with products ranging in price from $100-$400.

About the U.S. Army

Since 2004, the U.S. Army Trademark Licensing Program has strategically expanded its brand into more than 100 product categories including apparel, footwear, jewelry, consumer electronics, gifts, collectibles and sporting goods.  The program currently consists of over 250 Licensees and successfully leverages the values of pride, performance and personal development to build positive brand awareness, while creating multiple touchpoints for consumers.  Officially Licensed U.S. Army products are available in more than 50,000 doors across the United States, including major retailers such as Walmart, Target, Kohls, and Cracker Barrel, among others.  The key objective of the Army’s licensing program is to promote brand awareness through the development of quality licensed products that introduce a modern approach to the U.S. Army brand. By federal law, licensing fees paid to the U.S. Army for the use of its trademarks provide support for the Army Trademark Licensing Program, and net licensing revenue is devoted to U.S. Army Morale, Welfare and Recreation programs.

About Invicta

From Invicta's founding more than a century ago to the present day, innovative excellence has been at the core of each era and every collection throughout the brand’s history.

Now known as the "master of case complication," Invicta has taken the meticulous art of case construction to new heights. Building each timepiece for the fierce of heart, the watches are an exemplary example of versatility, setting a precedent for braving the most adventurous or eloquent of activities. This expertise and execution is anchored in a dedication to detail. In setting criteria for exceptional standards, each step of the production process embodies an articulation geared for enduring ingenuity.

About Beanstalk 

Beanstalk, a global brand extension licensing agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer. Beanstalk offers a breadth of services across our practice areas, including brand representation, digital media representation (Tinderbox), icon representation, manufacturer representation, consulting (Blueprint), creative services (STUDIO B), legal and financial services, and royalty auditing. The company is headquartered in New York, with offices in London, Miami and Cincinnati and affiliates throughout the world.  For more information, please visit www.beanstalk.com. Beanstalk is a member of the Omnicom Specialty Marketing Group.

About the Omnicom Specialty Marketing Group

Omnicom Specialty Marketing Group (OSMG) aligns the growing demand for highly specialized consumer and retail marketing services with integrated solution teams consisting of the best talent to address clients’ needs. OSMG provides global services that include: point-of-sale marketing and merchandise technology, field marketing and sales support, brand extension and representation; talent management; Purpose; and consulting and fundraising for non-profit organizations. Omnicom Specialty Marketing Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC), that includes more than 200 companies in a wide range of marketing disciplines, including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.