The house of Burberry has a long and rich history. Founded in 1856, and renowned for its trench coats, scarves and trademark tan-coloured tartan linings, the label has never really ventured into the luxury end of the watch market. Until now.
Unveiled just days ago and seen here for the very first time, The Britain is a Swiss-made range of watches that run on some respectable horological movements. For the launch, much work has gone on behind the scenes - not the least of which was a luscious campaign shot by the inimitable Mario Testino - and such is the brand’s belief in their new product that it expects The Britain to become its leading accessory.
It was Burberry’s own creative director, Christopher Bailey, who designed each of the five watches in the series. “When we first began creating The Britain, we knew that we wanted a watch based on the same design principles and craftsmanship as our iconic trench coat,” he explained in a recent conversation. “The Britain marries our heritage and functional design values with modernity and innovation, creating a watch that is as elegant as it is relaxed.”
The design centres on a rounded octagonal case featuring four distinctive bolts. The watchcase actually comes in a variety of finishes from brushed and polished, to black ionised or gunmetal grey ionised stainless steel. Complimenting those materials are some tastefully coloured straps and dials that have been chosen with the house style in mind, so your options are classic brown, matte black and trench of course.
Two of the five watches are based on 47mm-diameter cases and are clearly targeted at men. One, which has a 38mm case dotted with 124 diamonds, is made strictly for women but the remaining pair are 43mm in size and will therefore appeal to both women and men equally. To give you a clearer sense of dimension, the two ‘unisex’ watches are larger than a Rolex Submariner but smaller than a Panerai Luminor, which we think is bang on the buck, especially given the current trend of ‘borrowed time’ or rather women who prefer to wear men’s watches.
The Britain may not mark a complete departure for the label, which has been selling watches – albeit less sophisticated ones - for a number of years already, but with the care and attention that’s been lavished on the lovely Britain, we’re betting it’s bound to become this year’s entry on your loved ones’ wish-lists.
Caption: The Britain’s high-profile campaign employs a cast that includes musician Rob Pryor, actress Gabriella Wilde and art dealer Harry Scrymgeour.
