Rotary will launch its new Jura collection of skeletonised automatic watches through the Signet Group, in a deal that will give Ernest Jones and H Samuel exclusivity.

The range features Rotary’s first proprietary movement and open case backs. The Jura family of timepieces will also be part of a high-profile TV advertising campaign.

The Jura range features a total of 20 new skeleton models, some with black and gunmetal ion plating. Three pocket watches also feature in the collection, and all are Swiss made.

About Rotary Watches

Rotary Watches Ltd was established at La Chaux-de-Fonds, Switzerland by Moise Dreyfuss in 1895. By the 1920s family members Georges and Sylvain Dreyfuss began importing Rotary watches to Britain, which was to become the company’s most successful market. Rotary is still an independent family company, and at present Robert Dreyfuss – the great grandchild of Moise Dreyfuss – is its chairman.

In 1940 Rotary became the official watch supplier for the British Army. Coinciding as this did with the Second World War and the drafting of huge numbers into the army, the move put a Rotary watch in almost every household in Britain, leaving a lasting impression of the brand in the UK. More recently, Rotary Watches was elected as one of the UK’s “superbrands” in 2006 and has retained its place in successive years. The “winged wheel” Rotary logo was first introduced in 1925 and has since undergone only minor changes in appearance. In addition to its traditional brand, the company also produces watches under the more exclusive “Dreyfuss & Co” name.