WatchPro 2020 - Backes & Strauss renames watch family as the Brexit collection

The only thing worse than attracting controversy is attracting no attention at all.

That would appear to be the thinking behind an initiative by Backes & Strauss, a British watch company that specialises in ultra-luxury diamond-encrusted timepieces.

In light of the UK’s official departure from the European Union on the 31st of January 2020, Backes & Strauss has decided to rechristen its John Bull collection as the Brexit collection.

The playfully patriotic series have gem-set Union Jacks on their dials made up from diamonds, rubies and sapphires.

There are three styles, the square-shaped Berkeley, the round Piccadilly and the oval-shaped Regent.

Each is available in 18ct white gold or steel.