What's Tory Burch's Favorite Time of Day? Find Out and Get Details on Her New Watch Collection

Tory Burch watches are the new Tory Burch flats! The designer has turned her attention to time and launched her first-ever watch collection this month. All seven styles feature the brand's iconic double-T logo, but “each watch group has a distinctive look,” Burch tells InStyle. One thing they all have in common: each is named after a member of Burch's family, who she says are “a huge source of inspiration” for her brand.

From the classic bold bracelet of "The Tory" to the double-wrap leather straps of "The Buddy Signature" (named after Burch’s father), the collection packs a variety of arm candy starting at $350. But one of the watches stands out: The Robinson (pictured above). “We wanted to create something to celebrate our 10-year anniversary—a watch that is chic and timeless,” Burch says. “I love the unique cuff design and the lapis inlay—it combines the precision of a watch with the elegance of jewelry.” Jessica Alba is already a fan of the limited-edition piece, of which only 500 signed copies were made.

When designing the collection, “it was really important to us that our watches be Swiss made,” Burch says. “We wanted timepieces that would last as long as the ones my parents and grandparents had, and thought about our signature brand colors: classic neutrals and unexpected hues that resonate. For instance, I love how a light blue or pink face plays against stainless steel.”

So, what's Burch's favorite time on the clock? Early morning. “I love the quiet calm right before I wake up my three boys,” she reveals.

Shop the collection now at toryburch.com!

PHOTOS: Hollywood Stars in Tory Burch