Burberry has launched a watch collection called The Britain, with a strong mobile element to the campaign, all focused on the mobile version of the Burberry website. In what it claims is a mobile first, the company has developed a dedicated, fully shoppable experience, featuring exclusive mobile-only content for the launch.

Features include geo-location and time zone-driven functions that show the user’s local time on the dial of The Britain. An iPhone experience brings the local weather to life on the user’s mobile screen. There’s also an interactive explosion of the watch and movement, highlighting the intricacy of the mechanism, available for the iPad and the desktop and iPad. Finally, a 3D model of the watch shown on the mobile site is to-scale when viewed on the iPhone, and can be used as an on-screen ‘try-on’ facility.

In addition to the mobile activity, Burberry will be launching The Britain across all social media platforms tomorrow. On Facebook, the time on the Burberry cover photo and the watch face will directly correlate to the time in Britain, which means when a user visits the Burberry Facebook page at any time of day, they will see the exact time in Britain. Burberry says that no other luxury brand has used this Facebook functionality.