Just in time for the 52nd Annual Grammy Awards, professional poker player Lee Watkinson recently created a new line of the popular Hard Core Elegance jewelry and apparel. Last week, famous musicians and Hollywood celebrities were seen walking the red carpet in Hard Core Elegance fashion, and performers hit the stage donning the newest HCE merchandise.

Guitar Center gave its nod of approval by ordering the new HCE line for its Rock Museum located in its flagship store. This is the first time Guitar Center has agreed to feature such a product.

Guitar player “Slash” has made HCE a wardrobe staple over the past two years, and during his Grammy performance he wore the signature HCE wallet chain, while wife Pearla paraded the HCE Glam Rock bracelet. The lead member of the Zac Brown Band showed off his HCE Dragon wallet chain while walking the red carpet and also during his onstage performance. But HCE saw its crowning moment when each of the band members sported HCE while accepting their “Best New Artist” award.

Black Eyed Peas Allan Pineda Lindo, better known as “apl.de.ap,” also walked the red carpet and performed live onstage wearing a HCE Predator wallet chain. He also took it for a spin on the “E” 360 style cam. Other Grammy celebrities draped in HCE jewelry and apparel included Smokey Robinson, Aaron Carter, Miranda Lambert, Lionel Richie, Mick Fleetwood, Roberta Flack, Justin Bieber, American Idol winner Kris Allen, Black Eyed Peas “Taboo,” each member of Lady Antebellum, All American Rejects, Alice in Chains Jerry Cantrell, Randy Jackson, Jamie Foxx, T-Pain, Kimora Lee Simmons, Imelda May, Grammy winner Maxwell, and three-time Grammy nominee Anthony Hamilton.

“It was quite a week,” said the unassuming and usually private Watkinson. During Grammy week, he and fiancee Timi DeRosa exhibited the new HCE line of jewelry and apparel inside the Grammy Gift Suite.

The HCE founder has ulterior motives for subscribing such attention. Watkinson taps into the celebrity scene in order to garner more awareness around a very special cause. “My personal goal is to help captive chimpanzees.” Always gracious, he added, “We also want to give something back to those celebrities who support our charity. So, we encourage them to showcase our products in order to enhance their own fundraising efforts.”