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In a valiant effort to stay relevant in a market controlled by Generation X-ers, Giorgio Armani created Armani Exchange, a youth-inspired fashion line that serves as an introduction into more fabulous clothing, luxury watches and accessories.  The differences are a lot more energetic and befitting this current generation of spenders.

A/X Watches Range from $120 (L) to about $250 (R)

On the surface, it seems that A/X targets consumers who are interested in a brand name. The more exclusive a brand can be, the better. A/X is different from that general notion by its price points. Clothing ranges from men’s sweaters to women’s outerwear and ladies’ denim to men’s slacks. Prices follow suit, with just about each item of apparel working it’s way toward $100. Bigger, more impressive items top off at about $300 for blazers and leather jackets. Not too shabby. And of course, watches and other accessories follow suit, with many sunglasses, cashmere scarves and purses starting at a humble $70. So for a mere fraction of the cost of the parent Armani, consumers can enjoy well-made apparel and a famous brand name.

Anyone can wear watches and for the name and value, Armani Exchange doesn’t disappoint. A/X watches range from a modest $120 for a men’s street style to about $250 for a stainless steel, ion-plated chronograph. That’s sometimes hundreds below competitor Michael Kors watches, which tend to fail the wearer more– i.e. clasps that…don’t, ion plating that fades after only a couple of months of wear and faux horn and acrylic materials that break on even the most careful wearer– than allow its Oprah-shepherded consumer to get any kind of bang for the bucks the watches require.

Armani Exchange time pieces are made in the same Dallas-based facility that Michael Kors watches are made, yet they are made stronger. That is because the designers and quality assurance teams from Armani specifies certain materials, processes and even workers for all of their brands and they don’t try to disillusion their money-savvy audience by cutting corners and slapping a label on half-assed products. I’ve heard the complaints and seen time and time again how Michael Kors doesn’t hold his products up to that standard of quality, but still charges the consumer up to and over $500 for a watch that doesn’t even have any precious metal content.

Not with Armani Exchange. Even now at armaniexchange.com, there are many great items on sale for 20% off already reduced styles. Peppered in among the clothes are a good selection of watches that are ready for this spring and summer and won’t break the bank. Armani is staying relevant by creating a brand that holds to the designer’s long-respected reputation and is still wearable and useful by today’s middle class. On top of it all, you get what you aptly pay for; great quality, great name brand, enviable design. It’s Armani, for the rest of us.