Walt Disney Inc., for the first time, has targeted the high-end watch segment for its 75-year-old Mickey Mouse character by launching the Retro Mickey Diamond Watch Collection.

The watches are produced and hand-decorated with 26 diamonds weighing 0.5 carats each in Switzerland, and come in four color schemes: Black and white, red and blue, pink, and brown, and sell for (between $550 and $1,350) THB20,000-THB50,000 and more.

Dannis Wu, managing director of Sun Tronic Co Ltd, a Hong Kong merchandise company authorized to handle Mickey Mouse products, said last week the collection was designed to interest both men and women of 20-years of age and older in the middle-high to high-end income brackets.

Read more about the Mickey Mouse diamond watch collection at diamonds.net.