Iconic British fashion label Vivienne Westwood is to launch a collection of watches at Baselworld 2011.

The company has signed an agreement with Zeon Limited, which will design, market and distribute the timepieces under the Vivienne Westwood brand name.

The watch collection, consisting of a range of ladies and men’s watches, will retail between 100 to 500 GBP and will be available in stores from fall 2011.

What happens when legendary 152 year old Parisian jeweler Boucheron meets Horological Creative Lab MB&F ? A JWLRYMACHINE…

Stay tuned for the JWLRYMACHINE’s world premiere, on October 5th 2010.

To celebrate the 25th anniversary of its Beluga collection, Ebel has released three limited edition interpretations, themed around delicious and inviting chocolate.

The new line includes Beluga white chocolate, Beluga milk chocolate and Beluga black chocolate.

Offering a sensorial discovery of time and an invitation to savor the passing hours, these tasty new timepieces are tempting by essence.

Hermes has unveiled its latest advertising campaign showcasing its watches against a series of equestrian-themed images.

The set of advertisements depict horses in a variety of dramatic scenes and odd locations, running alongside images of the watchmakers newest models.

The pictures were taken by Tim Flach, and each image is separated by the brand’s ribbon, which reads: Hermes Sellier – Hermes Horologer.

Infiniti has worked with Bell & Ross to produce this special 100 unit Limited Edition BR03-92 Instrument Phantom Infiniti wristwatch.

The watch was launched in commemoration of the new Infiniti FX Limited Edition crossover, which like the watch has only 100 units available.

This model is exclusive to Infiniti dealers in Europe ($4,200). Purchase of the watch is not restricted to Infiniti FX Limited Edition owners though.

The Le Richemond Hotel in the Swiss city of Geneva claims it has become the first in the world to offer guests the service of a “watch butler.”

The Swiss hotel has introduced a new service for watch lovers by employing the services of Pierre Jacques, the head of Swiss watch boutique Les Ambassadeurs, to advise guests interested in Switzerland’s famous horology industry.

The “watch butler” is on hand to display particular timepieces as well as being able to arrange private tours to top-end timepiece manufacturing sites such as Vacheron Constantin, Roger Dubuis and Franck Muller.