Land Rover partners in tough watch debut

Elliot Brown timepiece being tested in a row-around-Britain challenge

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A member of the team that's rowing around the UK models the new watch | Land Rover photos

Land Rover and watchmaker Elliot Brown have created what they are terming “one of the world’s toughest watches,” the Land Rover x Elliot Brown Holton Professional. 

The partners also announced that the watch has been designated as the official timekeeper for the Row GB Challenge, with four rowers taking to the seas to row a 2,000-mile course around the UK coastline to raise money for the British Red Cross and the JustOneOcean charity.

The “Challenge is the perfect test for a tough timepiece that will be available in the U.S. later this year as a hero piece of the Land Rover Above and Beyond collection,” the news release noted. Pricing of the watch is yet to be announced.

In the Row GB Challenge, the Exe Endurow team of Oliver Dawe-Lane, Arthur Chatto, Harry Lidgely and Charles Bromhead departed from Tower Bridge in London to row around Great Britain in their quad boat.

Land Rover x Elliot Brown Holton Professional

“The Exe Endurow team embodies this spirit of adventure with their amazing 2,000-mile expedition,” said Joe Sinclair, Jaguar Land Rover director of branded goods.

“The Land Rover x Elliot Brown watch is based on the original Elliot Brown Holton Professional watch that was developed with a specialist branch of the UK armed forces,” the news release added. 

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“Built to withstand extreme military field tests and harsh environments, it was the first British-designed military watch supplied to the unit in more than a decade. All this makes it the natural choice for a Land Rover special-edition timepiece.”

According to Elliot Brown, every watch “is rigorously tested and must pass three separate pressure tests using air and water. In addition Elliot Brown watches have been put through real-world testing, surviving being strapped to the bows of round-the-world yachts and submerged to depths of 1,921 meters.”

The company said the watches have bolted-down compressor case backs with triple seals, are made from marine-grade stainless steel, can survive a 3-kilogram mallet impact, and are visible day or night.

The round-Britain rowing effort can be followed at the ExeEndurow website.

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A former daily newspaper sports editor, Larry Edsall spent a dozen years as an editor at AutoWeek magazine before making the transition to writing for the web and becoming the author of more than 15 automotive books. In addition to being founding editor at ClassicCars.com, Larry has written for The New York Times and The Detroit News and was an adjunct honors professor at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University.

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