Fitzroy is a new watch company out of England that aims to create the quintessential British timepiece. The watches ($590-$1,990) celebrate the country's heritage and fashion sense with elegant lines and bold colors. For their first collection the brand will launch with a standard automatic and chronograph model which are available in dozens of colorways and they've also created a strap-change mechanism to make it easy to swap in a different strap or bracelet.
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