The range of 16 watches starts at 拢9.95 and will only be available online, at , to cut out retailers' overheads. The range is manufactured by volume watchmaker Zeon.
The watches are named after the ports visited on the EasyCruise's route and include St Tropez and Nice, and are of course available in orange and other colours.
The entrepreneur believes his 15th Easy brand will follow in the footsteps of iconic 1980s mass-market brand Swatch.
"EasyWatch has filled the void left by Swatch. At first they were affordable but now they've become expensive as they try to up-sell to consumers through ever-fancier shops and locations. EasyWatch is a great value product for the fashion-conscious, internet-savvy consumers of today," Haji-Ioannou said.
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