The JLO by Jennifer Lopez label was created by Sweetface Fashion Co. in April 2001, when Jenifer Lopez launched the first fashion collection developed under her creative direction. In August 2004, EGC was chosen as the brands official watchmaker.

Today, the JLO by Jennifer Lopez watch line is sold internationally. The watches are sexy and chic, with a Hollywood-inspired drama and glitziness. The world would expect nothing less from a timepiece that bears this superstars name.