A|X Armani Exchange Returning to Coachella

Brand is using its third annual Neon Carnival event to launch its Color Pop watch collection.

CARNIVAL CRUISE: Returning to the fashion fray at the Coachella Valley Music Festival is A|X Armani Exchange, which is using its third annual Neon Carnival event on Saturday night to launch its Color Pop watch collection. The 10 unisex timepieces, priced at $100 retail and ranging in color from sun-kissed orange to mint green to berry red, will hit stores and the Web site in May. Amid the thrill rides and classic games at the carnival, A|X Armani Exchange is creating an oversize watch wheel replicating the Color Pop watch face, which partygoers like Emma Roberts, Camilla Belle, Kellan Lutz, Emile Hirsch and Jamie Chung can spin for a chance to win prizes.

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