The Britain – first collection of automatic luxury watches by Burberry

Burberry’s iconic trench coats is the major source of inspiration for “The Britain”, the first automatic timepiece launched by the Bristish luxury house and the company’s first venture into the luxury watch market.

The Britain collection of square cased watches embodies the brand’s rich British heritage, featuring timepieces in the range varying across 43mm and 47mm case sizes.

“It’s a very personal project that we have been working on for a long time – The Britain is this powerful balance of modernity and tradition, mixing strong attitude and innovative design with craftsmanship and timeless quality,” Christopher Bailey, Burberry’s chief creative officer, said at the “The Britain” collection launch in Burberry’s new flagship store on London’s Regent Street.

“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. The Britain marries our heritage and functional design values with modernity and innovation, creating a watch that is as elegant as it is relaxed,” added Burberry’s chief designer.

Renowed photographer Mario Testino shoot a series of black-and-white portraits starring actress Gabriella Wilde, Rob Pryor, ex-member of rock band Outcry Collective (co-author of the music accompanying the ad campaign), and art dealer Harry Scrymgeour.

The timepieces featuring ETA, Ronda and Soprod self-winding mechanical movements and prices range from £1,125 to £2,775 (US$ 1,820 to US$ 4,490) were teamed with Burberry trench coats.