A petition has been launched after a luxury watch shop displayed a model flashing her underwear and sitting astride a bomb.

Breitling - which sells watches for several thousand pounds - has put the model on display at its Bluewater store.

The petition, which has so far been signed by 180 supporters, calls for the "offensive" display to be removed.

It says: "Breitling (a watch shop) has chosen for public display at Bluewater in Kent a highly sexualised model of a woman, with her legs apart astride a bomb, the pubic region of her underpants is showing and the figure has exaggerated nipples highlighted by a spotlight."

Kirsty Paterson, heading up the petition, complained to the store and was told by staff the display was about their "proud heritage as a brand linked with aviation history".

But she wasn't the first person to have reported the model as "inappropriate" for the family-friendly complex, they said.

A similar complaint was also said to be running on mums' blog Mumsnet too.

Kirsty adds: "So Breitling, celebrate your aviation heritage - put a lovely model of an aeroplane in your window display.

"Just a simple, unadorned aeroplane. I am sure this is possible. Or scale up the inner mechanical workings of your watch into a fascinating moving art installation.

"This is marketing watches by sexually objectifying women and it has no place in Bluewater, or in 2016" - Kirsty Paterson

"Or use the space to profile a display for the Royal British Legion, or Help for Heroes.

"You can choose to celebrate your aviation brand heritage without confronting us with offensive and blatantly misogynistic rubbish from the past. Of course you can.

"Bluewater and your brand claim to be 'luxury' shopping venues. This is not aspirational lifestyle marketing. Nor is it a cheeky, harmless nod to British history, or the valour of pilots in WW2.

"This is marketing watches by sexually objectifying women and it has no place in Bluewater, or in 2016."

To sign the Breitling petition click here.

A spokeswoman for Bluewater said: “We are aware of some customer comments regarding Breitling's store display and the matter is now being dealt with directly by the retailer.”

A man who identified himself as the manager of the Breitling store declined to comment or provide further information for Breitling's head office.