Wrangler has decided that the time is right to launch a brand new Western-inspired watch collection.

The US denim brand has teamed up with Paradox Fine Watch Company to launch a 65-model timepiece collection this summer, featuring 20 different series for men and women.

The line combines Wrangler’s western heritage aesthetic with modern design, incorporating the signature motifs and fashion codes that the brand has worked into its fashion lines for the past 70 years.

“Complementing Paradox Fine Watch Company’s four decades of expertise in watchmaking with the western flair that our brand is built on is an exciting opportunity to expand on how consumers can embody the Wrangler lifestyle,” said Douglas Parker, director of licensing, Wrangler, in a statement.

“The collection is meant to stay true to our roots but offer a diverse selection that appeals to many individuals.”

This past spring also saw a high-profile fashion collaboration between Wrangler and recording artist Lil Nas X, with the duo teaming up for a limited-edition collection for men and women featuring imagery relating to his hit song “Old Town Road.”

Wrangler is the latest of several fashion brands shaking up its watch division: earlier this year, Marc Jacobs International partnered with Bedrock Manufacturing to create a new series of watches set for release this October, while New York-based brand Alice + Olivia unveiled its new collaborative collection with Casio G-Shock.

The British brand Ted Baker is set to release a range of branded timepieces with Timex in the near future.