In celebration of its 100th anniversary, the Royal Air Force (RAF) has unveiled a cross-category selection of limited edition products through a range of high-profile partnerships.
The transaction was brokered by IMG, which is a global leader in sports, fashion, events and media, operating in more than 30 countries.
The RAF100 licensing programme consists of Breitling watches; Royal Mail stamps; Belstaff aviator jackets; Royal Mint and Westminster Collection commemorative coins; a coffee table book by Carlton Books; chinaware by William Edwards; tea towels and canvas bags by Ulster Weavers; toy models by Hornby Hobbies; stationary and souvenirs by the Portfolio Group; and aviation-inspired luggage and tags by Globe-Trotter.
Commenting on the association, Air Vice-Marshal Mike Wigston, Assistant Chief of the Air Staff, said, “RAF100 is about raising awareness and understanding of the Royal Air Force across a range of different audiences, especially those we have less contact with than we would like. Linking the RAF brand to other iconic brands through the RAF100 licensing programme provides a great opportunity to do this as we commemorate our past, celebrate who we are and what we do today, and inspire the next generation.”
The collections will be launched throughout the year in recognition of the RAF’s centenary year.
Tim Smith, Licensing Director, IMG, said, “We are delighted to see the RAF100 licensing programme come to life in the form of this extensive and diverse range of quality products. Each is meticulously designed to celebrate and share the RAF’s rich heritage and achievements, as well as to raise awareness and inspire the next generation as the RAF enters its second century.”
Independent Swiss watchmaker and official supplier to world aviation Breitling is introducing a limited-edition collection of luxury RAF100-inspired watches: Navitimer 01 46, the Colt Skyracer, Aerospace, and Avenger GMT II. The watches will be available from Breitling stores with retail prices ranging from £2,000 – £8,000. One Navitimer will be auctioned to raise charitable funds for the RAF100 Appeal.
Modern British heritage brand Belstaff is launching 100 brown leather aviator jackets, each individually numbered on the inside and featuring the RAF Pilot’s Wings embroidered on the exterior. The jackets will be available from Belstaff stores from August.
In March, Royal Mail is unveiling a set of six heritage stamps featuring artwork by specialist aviation artist Michael Turner, as well as postcards and frames. The special stamp collection will depict iconic aircrafts from the RAF’s past and present. Additionally, Royal Mail will launch a mini set of four stamps inspired by The Red Arrows, featuring the full Diamond 9 and Synchro Pair teams’ most famous manoeuvres.
Royal Mint will introduce a range of five RAF-themed coins, showcasing the RAF’s badge and aircrafts from the last century. Available as legal tender £2 coins and specialist collectible variations, the commemorative coins will be released at intervals over the course of the year.
Leading luxury luggage brand Globe-Trotter will be launching a RAF and aviation-inspired mini utility case, mid-size slim attaché and a large trolley case, as well as a leather RAF100 branded luggage tag. The collection will be made from aluminium with rivets across the middle of the products to reflect the look and feel of an aircraft. It will be available in Globe-Trotter stores, as well as various other retailers and e-tailers, such as Mr Porter, from 23 May.
Carlton Books has created a coffee table book to mark the milestone, which will be available to buy online and from Waterstones and other bookstores, priced at £30.
William Edwards will produce a luxury collection of RAF100-themed fine bone china products. The special china collection will be available in a range of styles, including 21cm coupe plated, limited edition tankard, coaster tray, hinged pillbox and a mug, with prices ranging from £15 to £45.
The Westminster Collection will introduce collectable RAF £5 and £10 coins and ingots, made in base metal, silver and gold with prices ranging from £5 – £8,500. In addition, a series of 12–18 £35 gold-plated base metal commemorative coins will be available to be collected on a monthly basis.
Additionally, home textiles company Ulster Weavers will launch a range of collectable tea towels and canvas bags, Hornby Hobbies will release an RAF100-branded collection of Airfix and corgi dog models, and Portfolio Group will unveil stationary and souvenir items such as keyrings, mugs and magnets.
The RAF100 programme is a celebration of the world’s oldest independent air force’s centenary, aiming to engage fans and new audiences spanning all ages. The campaign runs until September 2018 with a diverse range of events, activities, charitable initiatives and licenced consumer products.
For almost 100 years, the Royal Air Force has defended the skies of Britain and projected Britain’s power and influence around the world.
