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December 17, 2020

Brazen Sports, a Detroit-based watch company, has launched its collection of American-engineered, Swiss-made timepieces at Lucido Fine Jewelry in Birmingham.

A variety of leather and rubber straps are available for the watches, which feature case designs that draw on the aesthetics of an ammunition chamber. The 44mm timepieces are backed by a two-year limited warranty and include a Ronda or an ETA Quartz movement, anti-reflective coated sapphire crystal, a screw down crown, and are water resistant to 100 meters.

The company’s watches are available in a Chronograph style, including a Duel Chronograph, Military Tactical Chronograph, and Motorsports Chronograph option; and a three-hand style, including its CenterFire and Classic Sports designs.

“I have spent the better part of my life in the luxury industry, privately sharing in the special moments of my customer’s lives,” says Eddie Rimanelli, founder and CEO of Brazen Sports. “Whether it be an anniversary, a birthday, a milestone, or just because, fine timepieces and jewelry have the power to articulate provenance from one generation to the next.”

He says the timepieces, which range from $550 to $850, are designed for action sports lifestyles, including military and law enforcement personnel, marksmen, hunters, motorsports fans, watch enthusiasts, and more.

Through the holiday season, all Brazen Sports e-commerce pickups and in-store purchases from Lucido Fine Jewelry, located at 250 N. Old Woodward Ave., will receive a safety and maintenance kit, a leather strap of the customer’s choice, a changing tool, and a cable-style gun-locking device at no cost.

In addition, a portion of proceeds will be donated to Project Child Safe, a firearms safety nonprofit organization, for customers who mention, “Eddie sent them.”