Introducing: The Britain, a new collection of luxury watches from Burberry

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Today see’s the launch of The Britain, a new collection of luxury watches from Burberry. Inspired by the iconic trench coat and Burberry’s rich 156 year heritage, the collection encompasses both women and men’s mechanical watches all designed by Burberry Chief Creative Officer Christopher Bailey.

The campaign of simple black and white portraits which was shot by Mario Testino, features a whole host of British talent including Gabriella Wilde, musician Rob Pryor and art dealer Harry Scrymgeour.

Burberry have once again flexed their digital muscles and created exciting mobile-only content to go with the launch. Geo-location and time zone functions, iPhone and iPad interactive features showing the intricacy of the watch movements and detailed 3D models have been developed for a special iPhone ‘try-on’ feature.

Bailey said of the campaign: “Rob, Gabriella and Harry are part of this incredibly exciting new guard of cultural Britain; they all wear the same watch and trench coat in the campaign, but represent very different lifestyles and attitudes. It is this timeless versatility and effortless elegance that we wanted to reflect through The Britain.”  We love!