Burberry hold star-studded party to launch luxury new watch collection – accompanied by slick Mario Testino campaign
Victoria Pendleton and Olivia Grant were guests at the party, held at Burberry's new flagship at 121 Regent StCampaign stars Gabriella Wilde, Roo Panes and Rob Pryor also attendedThe Britain is Burberry's first super-luxe automatic watch collection – and was inspired by the classic trenchcoat
16:13 GMT, 3 October 2012
Continuing with his plot for world domination, or at least fashion world domination, Burberry's Chief Creative Officer Christopher Bailey has launched his first collection of super-luxe automatic watches.
The Britain is a range of slick timepieces created to celebrate 156 years of the brand – harnessing all the core elements that are the essence of Burberry: history, craftsmanship, and quality.
The collection was launched with a stellar party at the new Burberry flagship at 121 Regent Street – 44,000sq ft of prime fashion real estate that has a hydraulic stage and concert-quality sound system.
And that sounds system certainly got
tested to its limits last night, as a host of young, beautiful Brits
gathered to pay homage to Bailey's latest baby.
Watch face: Stars of The Britain timepiece campaign Gabriella Wilde and Rob Pryor at the launch last night
Burberry girl: Victoria Pendleton attended the event last night. RIGHT: Stardust actress Olivia Grant at the party
Golden girl: Victoria also attended the Burberry fashion show last month, where she sat front row along with fellow Olympians Pete Reed and Andy Murray
Olympic gold medal winner Victoria Pendleton rubbed Burberry-clad shoulders with homegrown actors Olivia Grant and Gemma Chan, and singer Ren Harvieu, who performed at the event.
Stars of the current Mario Testino-lensed watch campaign were in attendance – actress Gabriella Wilde, who is currently shooting a remake of the horror film Carrie in Los Angeles, musician Rob Pryor and art dealer Harry Scrymgeour.
Musician Roo Panes, who composed the track for the autumn/winter campaign, again shot by Testino, was also there in his Burberry best.
'The Britain is the embodiment of our rich, British heritage and all our inspirations,' Christopher Bailey said of the timepiece collection.
'It is 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.'
Pretty pair: Gabriella Wilde and Rob Pryor pose in front of the hydraulic stage at the flagship store – which can be lifted or lowered for special events
Top talent: Musicians
Rob Pryor and Roo Panes have worked on many levels with the brand, both
posing for Testino, but also composing the music that accompanies the
Showtime: The Britain launch party was held in the impressive gallery of the four-floor Burberry store at 121 Regent Street – equipped with the largest screen of its kind in a retail space
set: Singer Ren Harvieu performed, with a backdrop of the enormous
screens showing images of trenchcoat-wearing men floating away on
THE BRITAIN CAMPAIGN – by Mario Testino
Starring Carrie actress Gabriella Wilde, musician Rob Pryor, and art dealer Harry Scrymgeour
This is Gabriella's second time starring as the face of Burberry, after she starred in their autumn/winter campaign earlier this year
Gabriella, 23, is currently shooting a remake of the 70s horror film
Carrie, which she has spent most of the summer filming in Los Angeles
The Mario Testino shots star a cast of British talent, including musician Rob Pryor, pictured here, as well as actress Gabriella Wilde and art dealer Harry Scrymgeour
Christopher Bailey likes to champion young British talent in his campaigns
Society boy: Harry Scrymgeour, 26, is starring in his first Burberry campaign with The Britain
The Britain watch collection was inspired by the heritage brand's trenchcoats – and while they have designed watches before, this is the brand's first ultra-luxe automatic range
The watches, which start from 1,275, are 'the embodiment of the brand's core values – heritage, craftsmanship and quality,' says Bailey