HILTON CHECKS IN: Paris Hilton — the brand — continues to experiment with tie-ups. The celebutante breezed into Basel, Switzerland, on Saturday to launch her self-named watch collection, in collaboration with Parlux, the company that already makes Hilton's fragrance. While the heiress proclaimed a love for luxury timepieces from the likes of Rolex and Franck Muller, Hilton said her watches are for the people. "Not everyone can afford that type of watch," chimed Hilton at a news conference before a pack of star-struck European journalists. The watches, scheduled to be in stores this fall, are expected to retail for $150 to $250. Not to fear, though. Hilton said her tastes in jewelry remain resolutely expensive. "I like Chopard," she purred. "I like diamonds."