Viva Time Launches OEM DivisionViva Time Corp., New York, a leading maker of fashion watches, has created a separate private-label division called VTC/OEM. This represents “a formalization of what has been a long-standing and significant portion of the company’s business,” said a company report. The new operation debuted at The JCK Show in Las Vegas in June.

Viva has more than 30 years of experience as a manufacturer and marketer of its own seven brands, including P. Peugeot and Gino Franco. During those years, the company often was asked by individuals and specialty retailers to design and manufacture private-label watch lines, and its list of private-label customers has grown to include celebrity designers, specialty retailers, catalog houses, and the incentives industry.

By consolidating the private-label business, say company officials, VTC/OEM will be able to focus on current and new business, streamline its operations, strengthen ties with existing customers, and begin a targeted marketing program using a name that clearly identifies the new division. For more information, contact Viva Time Corp., 49 W. 38th St., New York, NY 10018; (212) 997-1022.