Christopher Ward has emerged as a beacon of exquisite craftsmanship, blending traditional Swiss watchmaking expertise with innovative design concepts. Founded in 2004 by Mike France, Chris Ward, and Peter Ellis, this British watch brand has swiftly ascended the ranks, earning a devoted following among horology enthusiasts worldwide.
With a commitment to exceptional quality, attention to detail, and reasonable pricing, its timepieces can stand out in the recently crowded market. Join us as we delve into the captivating journey and unique offerings of Christopher Ward, exploring what sets this distinguished brand apart.
We had a chance to send a few questions their way to learn more about the company. Here is what they had to say:
1. When did the founders' love for watches start?
Both Mike and Peter have always been into watches. After spending some time looking into the industry, they found that a lot of movements (the “engine” of the watch) that were being used were often made by the same company and the only creative changes were designs. They were stunned to see some of the markups and saw an opportunity to challenge the watch industry, which we are still doing to this day.
2. Considering the increase in the number of new watch companies, what sets Christopher Ward apart from competitors in the industry?
One of the pillars of Christopher Ward is our 3x product markup. This is a promise to our customers that we will not charge more than 3x of what it costs to make a watch.
We believe in putting premium mechanical watches in the hands of as many people as possible. Part of the reason for the success of the Bel Canto is that we can put a complication often reserved for high horology in reach of as many people as we can. To us that is special.
3. How was the brand's identity defined and how hard was the process to change the logo?
Christopher Ward’s identity has always come from our co-founders who had a very clear vision for what they wanted the business to be.
Changing the logo was a massive undertaking. With the twin-flags logo, we wanted to create something that shows the synergy of our teams across England and Switzerland, as well as being easily recognizable. After many iterations of this in the designing and planning stages, we settled on what you see today - a brand identity that means a great deal to many people.
4. Watch enthusiasts tend to be demanding when it comes to specs, especially with watches over $500. How challenging was it to find the right suppliers?
Ensuring that we can keep up with demand for high-quality products is very important to us, whilst retaining our core business values. We do not want to be a brand that is seen as difficult to reach. Finding and maintaining great relationships with key suppliers is a must and something that we pride ourselves on as a business.
5. Who is your priority target market, and how do you customize your watches to meet their needs and preferences?
Our target market is people who love watches across the spectrum, whether they are buying a first watch as a present to themselves or someone they love, or someone who has a real passion for the industry and wants to try something new. The fact that we can offer a range of everyday dive watches, through to a more high-end model like the Bel Canto – always with our 3x markup promise – means there’s something in the range for everyone.
6. In the rapidly evolving landscape of digital marketing, what strategies or platforms have you found most effective in engaging with consumers and driving sales for your watches?
When we have surveyed our customers, we have found that our audience prefers to watch content on YouTube. This is where it is vital to us that we have an ongoing sampling program so that we can get our watch samples out to as many creators as we can We of course focus on new releases, but it is also important not to forget about our existing range.
7. What can we expect from the brand in the future?
We have many exciting things coming for the future and releases that we are certain people will love, starting with a very special watch at the end of April. There are also some big changes coming to CW as well that are vital next steps for the growth of the business. As they say, “watch” this space!
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