Burberry announced the launch of The Britain, its mechanical watch collection for men and women which celebrates 156 years of Burberry history British functional design values and the craftsmanship at the heart of the brand. The collection is inspired by the iconic Burberry trench coat and includes automatic and chronograph watches for men and women. An iconic Burberry colour palette runs through the collection and details, and a transparent case back on automatic watches highlights the intricacies of the movement and the Swiss craftsmanship behind it. The ad campaign for The Britain has been shot by Mario Testino in London and features a British cast of emerging cultural talent that represents the many facets and attitudes of the brand and The Britain. Musician Rob Pryor, actress Gabriella Wilde and art dealer Harry Scrymgeour feature in the black and white portraits, highlighting the timeless appeal and versatility of the collection. The launch has been celebrated with a cocktail event hosted by Gabriella Wilde and Rob Pryor at the newly opened Burberry Regent Street flagship store in London. Among the over 400 guests were British Olympic gold medallist Victoria Pendleton, musician and current Burberry ad campaign star Roo Panes, TV presenter and BBC radio DJ Greg James, actresses Gemma Chan and Olivia Grant and actor Jeremy Piven. British musician Ren Harvieu performed a live acoustic set at the event. A dedicated online home for The Britain launches today on Burberry.com, allowing detailed and interactive exploration of the watch and its movement across devices, including the iPhone and iPad. In a mobile first, Burberry has also developed a dedicated, shoppable experience featuring exclusive mobile-only content, including a to-scale interactive 3D model, which can be used as a 'try before you buy' utility. The contextually driven mobile experience displays users’ time, location and weather wherever they are in the world.