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.