Burberry clocks into luxury watches

Already a force in the fashion watch market, Burberry is launching a first collection in luxury timepieces named "The Britain." The mechanical watches are entirely fabricated in Switzerland, offering models for both men and women and a design directly inspired by the brand's iconic trench coat. They collection features pieces with four different movments, including a model with a power reserve of 40 hours as well as automatic models and one with a chronograph.

Actress Gabriella Wilde musician Rob Pryor show off the new mechanical timepiece from Burberry, "The Britain." © Mario Testino
To celebrate the launch, the brand organized an evening presentation in its new 2,500 square-meter London flagship on Regent Street. The ad campaign was handled by photographer Mario Testino, who recruited his models from British culture's emerging talent, such as the musician Rob Pryor, the actress Gabrielle Wilde and the art dealer Harry Scrymgeour.

The Britain collection is now available on the brand's website, www.Burberry.com, which is currently running a homepage showcasing the watches. The timepieces are also available at a selection of the brand's stores and authorized retailers abroad.

With the launch of The Britain, Burberry is following the trend of luxury brands to enter the high-end watch market, such as Louis Vuitton (LVMH), which opened a luxury jewelry and watch store and workshop on the Place Vendôme in Paris at the beginning of the year. Another highly anticipated event in the industry is the opening of the largest store for luxury watches at the site of the former Old England department store on the boulevard des Capucines in Paris, scheduled for the end of 2013.

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