Ray J -- I Got a New Piece ... and it Tells Time

Ray J wants to give Kim Kardashian a run for her money, but not in a hotel room ... this time it's in Macy's.

We've learned Ray has signed a deal to become the face of RSNL watches with his business partner, David Weintraub. The timepieces go for anywhere between $150 and $500. They got some good outlets ... JCPenney, Macy's and Kohl's.

Ray wants this to be his entree into the jewelry biz ... just like Kim K.