In case you've wondered what the latest craze in Italy was this summer, it wasn't the gladiator sandals or sequined tops - it was all about plastic, in lots of hot neon colors!

PlastiChic, the lightweight silicon watch ergonomically shaped with a flat back and anti-perspiration slits on the sides, had men and women alike rocking the trend. It was all about the layered look, combining few watches in different colors on one hand - aquamarine, turquoise, coral, green and orange, plus the 2009 shades of purple, pink, acid green and fuchsia are just some of the colors that join the basic white and black.

According to Shai Marco Cohen from Top Brands, the company behind this "It" item to whom I spoke at the TFWA exhibition in Cannes this week, the watch sold 3 Million pieces in Italy last summer alone and already has a cult celebrity following, as seen on David Beckham, Lindsay Lohan and Kristin Dunst.

Is The US market the next to jump on the trend? We've seen neon colors on the Fall runways and PlastiChic definitely got the trendy look, and more importantly a friendly price tag of $25. It's rumored to arrive to Saks later this year, so watch out for it!

TFWA coverage is sponsored by ELLE TIME and ELLE JEWELRY