Game Time (7025) has chosen the Sports Licensing and Tailgate Show to unveil its new logo. Stretch across its expansive booth is the tag line Your Team Your Time. According to Heather Sanford, these words not only convey the passion and fanaticism of fans, but also the “on-trend fashionability we’re bringing to the sports watch category.”

Game Time is a division of Geneva Watch Group, which is deeply immersed in the fashion industry. Sanford explains that, over the past 12–18 months, Game Time has pulled from style trends to create on-point, fashionable watches. The company offers timepieces licensed by the four major leagues, NASCAR, MLS and the NCAA.

New looks and a new logo haven’t changed Game Time’s approach to its retail customers, however. “We offer exceptional support,” Sanford says, “and our made-to-order ability for all our retailers means we’ll get the right assortment for the best sell-through possible, whether it’s a $1,000 order or a $200,000 order.”