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Marc Bell, president and chief executive officer of Kyboe, wants to expand the watch line to include bracelets and other accessories.

Bell, whose family office Marc Bell Capital in Boca Raton took a majority stake in the Dutch brand last year, said the expansion could happen over the next 12 months. Bell said he decided to make the investment in the brand because it’s his “favorite watch….I have 120 of them.” The brand — whose headquarters was moved to Boca Raton after Bell’s investment — was sold primarily in The Netherlands, and in resort locales such as St. Tropez and Ebiza. Bell introduced the brand to the U.S. earlier this year, and it is now sold at Saks Fifth Avenue and Lord & Taylor, as well as at jewelry stores.

Bell was in town for New York Fashion Week, where the watch brand had its first runway show. Bell said he plans to take the extravaganza — essentially a live marketing campaign with models strutting down the runway wearing Kyboes around a rotating display of watch styles — on the road to other major events. He’s eyeing Art Basel as a possible venue. Bell said he used his Broadway background to put together a “fun” show to introduce the brand to the U.S. market. As for Broadway, Bell produced “A Catered Affair,” “Rock of Ages,” “Jersey Boys” and “August: Osage County.” He won Tony awards for Jersey Boys and August: Osage County.

Read More: Marc Bell Wants to Expand KYBOE!