×

Dwayne 'The Rock' Johnson wants to be your personal life coach

Dwayne "The Rock" Johnson thinks you sleep too much.

Johnson, who launched his "motivational lifestyle" brand "Project Rock" in March with clothing and backpacks sold via Under Armour, has a new app, the "Rock Clock."

The Rock Clock, which can be downloaded for free from iTunes, differs from traditional alarm clock apps. It doesn't have a snooze button. There is also a feature that allows users to sync their clocks to Johnson's (who is apparently quite the early riser).

Johnson joins a litany of other celebrities in the apparel and tech space with the launch of his brand — which is not to say success is guaranteed.

"Just because you make movies or sing songs doesn't mean that people are going to care about your diapers, your haute couture dresses or whatever it is," Christopher Durham, vice president of retail brands at Theory House, told CNBC.

 Dwayne “The Rock” Johnson app
Source: The Rock Clock

The celebrity brand market is heavily saturated, according to Durham, and it's rapidly growing. Previously, the perfume industry was the place for celebrities to enter the retail space; however, that has expanded to apparel, organic products and even cleaning products.

"There are a lot right now," Durham said. "Will they all succeed? No, probably 95 percent of them will not."

Previously, The Rock's limited edition duffle bags and back packs sold out in the first 10 days they were on sale online.

In addition, social media users seem pretty excited about Johnson's new app. (Johnson has a massive social media following — 10.1 million followers on Twitter and 50.4 million on Instagram.)