Two retail outlets will open in London at the end of this month to house the collection, which will operate independently of the rest of Timberland's lines.
Euro RSCG KLP has been hired to devise an awareness-building campaign.
Inspired by heavy-duty apparel, the brand is being positioned as offering 'classic design and craftsmanship'.
Timberland hopes that the shift in brand direction will help it win back its premium tag, which it has lost over the past decade as it has become more mainstream. Between 2003 and 2004, Timberland's UK sales fell for the first time in five years, from EUR76.5m (£52.7m) to EUR76.3m (£52.6m).
The firm has had a turbulent time with its ad agencies in the past few years. Cave Anholt Jonason was hired as its first dedicated European integrated agency in February 2001, but was replaced by Fallon later that year. Fallon subsequently lost the $10m global account to Arnold Partners in February 2004.
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