ToyWatch USA Watches: Women's: ToyWatch USA: ToyWatch USA Watches: Over the years, it seems luxury in general has forgotten how to have fun. Kind of like it has taken itself way too seriously, you know? This presented quite a conundrum for those who favor luxury, but not its largely stuffy demeanor from brand to brand. Thanks to the wildly inventive imagination of Milan-based designer and wristwatch aficionado Marco Mavilla, the very first ToyWatch timepiece was designed in the fall of 2005. Merging high design and plastic into a lightweight, oversized watch, Mavilla awoke luxury from its stubborn slumber, redefining it in the process. By successfully questioning the authority of what luxury had typically represented at the time for wristwatches, the ToyWatch brand became an instant hit among tastemakers. Mere months later in the summer of 2006, the US market was ready to embrace the arresting, irreverent nature and style of ToyWatch. From its signature, swappable jelly watches to its use of Plasteramic - a bold plastic that serves up a ceramic-like look on a number of its watches -- ToyWatch has a timepiece for everyone looking to break the constraints of formality that luxury had previously been known for.