Does Burberry Still Make Watches? A Buyer's Guide to Discontinued Burberry Watches

Burberry left the watch business years ago, but brand-new Swiss-made Burberry watches are still on sale. Here's what happened, which collections you can still buy, and what to check before you do.

VaianaExpress Buying Guides

The Short Answer

That's the whole story in two sentences. The rest of this guide covers the details that matter when you're actually buying one: which collections exist, how they differ, what "new" really means for a watch that left the factory years ago, and how to avoid fakes.

What Happened to Burberry Watches

Burberry never built watches itself. Like many fashion houses, it licensed its name to a watch company. Fossil Group made, distributed and marketed Burberry watches for well over a decade, working with Burberry's own design team.

In the early 2010s Burberry pushed hard into higher-end watches. At Baselworld 2013 it launched The Britain, a collection designed by then creative director Christopher Bailey, from a large two-story stand at the show. It was the most ambitious watch line the brand ever released.

That push didn't last. In January 2016 Burberry announced it would let the Fossil license run out when its term ended in December 2017 and would leave the watch category. Analysts at the time estimated the Burberry line was worth $100–200 million a year to Fossil, so this wasn't a small side project winding down. Burberry chose to focus on its core fashion and leather goods instead.

Burberry still licenses its name for other products. Its eyewear deal with EssilorLuxottica, for example, was renewed in December 2025 and now runs through 2035. Watches are the category it walked away from, and there's been no announcement of a return.

2017 or 2020? Clearing Up the Date

If you've searched this question before, you've probably seen two different answers. Most sources say Burberry watches ended in 2017. A few, including at least one authentication guide, say 2020.

The contemporary reporting supports 2017. Coverage from January and March 2016 says Burberry would let the license expire at the end of 2017, and trade press named that same end date. The 2020 figure most likely reflects when remaining Burberry stock stopped showing up through regular distribution channels, not when production ended. For a buyer, the practical point is the same either way: any Burberry watch sold today was made before the license ended.

Why Burberry Watches Were Swiss-Made

Most fashion watches are made in Asia and use inexpensive movements. Burberry was different. Fossil built the line around the "Swiss Made" label, using its Swiss production arm, which included Swiss Technology Production (STP), a Fossil-owned movement maker.

That's the main reason Burberry watches still interest buyers years after the line ended. You're getting Swiss manufacturing and a luxury fashion name, at prices that now often sit alongside ordinary fashion watches.

Every Burberry watch in our current stock is listed as a Swiss Made quartz model. Quartz means battery-powered: accurate, low-maintenance, and nothing to wind. Burberry did make some automatic (self-winding) models over the years, so if you specifically want an automatic, check the movement on each listing rather than assuming.

The Four Collections You Can Still Buy

Burberry released several collections over the years. The four below are the ones you're most likely to find new today, and they're the four we currently stock.

The City

The City is the Burberry watch most people picture: a round steel case, a clean dial, and very often the Burberry check, either stamped or engraved into the dial or printed on a leather or fabric strap. It's the largest collection by far. Ladies' models commonly come in 26mm and 34mm cases; men's models run about 38–40mm.

Within The City you'll see several sub-styles named after Burberry's check patterns, including Nova (the classic beige check), Haymarket, and Smoke and Beat check variations. There are also diamond-set versions, gold and rose gold PVD finishes, and mother-of-pearl dials.

The City Chronograph

This is the sportier branch of The City: a 42mm case with running seconds, a 30-minute counter and a 12-hour counter, and a date window at 4 o'clock. Some versions use sapphire crystal, and the black BU9382 adds a black ceramic bezel. For men who want a Swiss chronograph with a well-known name for under $300, it's one of the better-value picks on the market.

A smaller set of ladies' chronographs (the BU975x references) follows the same idea in gold-tone and two-tone finishes.

The Classic

The Classic (BU10xxx references) is dressier and quieter than The City. Ladies' models are often around 32mm with steel or two-tone bracelets. Men's versions around 40mm add details such as a small seconds sub-dial at 6 o'clock and a subtle check texture on the dial.

The Britain

The Britain is Burberry's premium watch line and the easiest to recognize: an octagonal face with a D-shaped bezel and a color palette taken from Burberry's trench coats. Our Britain pieces are women's models (BBY17xx and BBY18xx), including diamond-set bezels and mother-of-pearl dials. It's the most expensive Burberry line we carry, and the one where the gap between original retail and today's price is usually largest.

Collections Compared Side by Side

Prices below are the ranges across our own live listings at the time of writing.

And here's how the details differ between a few representative models:

A 50-meter (5 ATM) rating covers rain, splashes and hand-washing. It isn't meant for swimming or diving, so take these watches off before you get in the water. Here's why a rating in meters doesn't mean you can dive to that depth.

What "New" Means for a Discontinued Watch

A new Burberry watch bought today is what the watch trade calls new old stock: unworn and never sold, but made years ago. That's a perfectly good way to buy a watch, as long as you know what to expect.

• The battery may run out sooner. A quartz battery fitted at the factory has been aging in storage. Don't be surprised if it needs replacing earlier than a battery in a freshly made watch. Any watch shop can do it.
• Check leather straps on arrival. Leather that has sat in a box for years is usually fine, but it's worth a look. Straps are standard sizes (for example, 20mm lug width on BU9009 and BU10011), so replacements are easy to find.
• Warranty works differently now. Burberry no longer has a watch licensee, so there's no current manufacturer program behind these watches in the way there is for a brand still in production. Ask any seller what coverage and returns apply before you buy, and check the product page for details.
• Prices vary widely between sellers. Because there's no official retail price anymore, the same reference can sell for very different amounts. Compare the exact reference number, not just the collection name.
• Stock runs out for good. Nobody is making more. When a particular reference sells out, it's gone except on the resale market.

How to Check a Burberry Watch Is Genuine

Burberry's check pattern is one of the most copied designs in fashion, and watches are no exception. These checks will catch most fakes:

• "Swiss Made" on the dial. Genuine Burberry watches from the Fossil era carry the Swiss Made marking. Its absence is a major warning sign.
• A reference number that matches. The BU or BBY reference on the case back should match the model you were sold. Look the number up and compare the photos: case size, dial color and strap should all match.
• Clean, even check work. On models with the check pattern, the lines should be crisp, evenly spaced and properly aligned. Blurry or uneven check printing is a common giveaway.
• Precise case-back engraving. Engraving should be sharp and consistent, not shallow or messy.
• A price that makes sense. New Burberry watches sell below their original prices, but a "new" Britain for the price of a basic City watch deserves a second look.
• A seller who answers questions. A reputable seller will tell you the exact reference, the condition and what's included before you buy.

Picks From Our Current Stock

These are live listings at the time of writing, with current prices. One from each collection, plus a second City and a second Classic for balance.

Frequently Asked Questions