How Christopher Ward Quietly Took Over the Watch World
Luxury watchmaking is usually the preserve of Swiss chalets, heritage brands, and enough vowels in a name to make your wallet flinch. But what if we told you that one of the most exciting, innovative, and fastest-growing watch brands in the world comes not from Geneva, but from Maidenhead?
Enter: Christopher Ward — a brand that proves you don’t need a centuries-old legacy to shake up an industry built on exactly that.
A Thameside Idea That Took on the World
The year was 2004, and three friends — Mike France, Peter Ellis, and Chris Ward — were bobbing along the Thames on a boat, reflecting on their next move in business. They were seasoned entrepreneurs with backgrounds in marketing and retail, but none had a horology degree or a factory in Le Locle.
Instead, they had a simple idea:
“Why are luxury watches so expensive… and could we do it differently?”
At that time, Swiss watchmakers were thriving on exclusivity, bloated markups, and mystique. The trio saw a gap — create beautifully made Swiss watches but strip out the middlemen, branding fluff, and elitist price tags.
The result? The first truly direct-to-consumer luxury watch brand — and a subtle revolution in the making.
Credit - Christopher Ward
Credit - Christopher Ward
Credit - Christopher Ward
Launching With Honesty (and eBay)
Christopher Ward’s first model — the C5 Malvern Automatic — quietly launched in 2005. There was no flagship store, no champagne-fuelled gala, and certainly no Rolex-level hype. Instead, it was listed on their brand-new website… and eBay.
Still, it got noticed. Journalists were intrigued by the transparency: Swiss movement, English design, straightforward pricing — no fuss. Watch forums lit up. The Malvern quickly sold out. Something was ticking in the right direction.
Built in Switzerland. Rooted in Britain.
From day one, Christopher Ward watches have been assembled in Switzerland (at Synergies Horlogères, a manufacturer the brand would later merge with), while designed, developed, and marketed from the UK. This Swiss-British fusion gave them the legitimacy they needed in the watch world, but the tone stayed unmistakably British — dry, understated, and cheekily disruptive.
No gold-plated influencers. No Made-Up Heritage™. Just timepieces built to last, priced to be fair, and presented without the faff.
Credit - Christopher Ward
The Calibre SH21: David Throws a Rock at Goliath
If the Malvern was the warm-up act, then 2014 was the mic drop.
Just 10 years after launching, Christopher Ward released the Calibre SH21 — the first in-house mechanical movement from any British watch brand in over 50 years. Even more impressive? They did it with full COSC (Swiss chronometer) certification and a jaw-dropping 120-hour power reserve.
This wasn't just a watch brand anymore. This was a serious player in horology.
The SH21 cemented their reputation. It proved that CW wasn’t just repackaging Swiss parts — they were innovating, and doing it on their own terms.
No Middlemen, No Markup, No Nonsense
Christopher Ward’s mission has always been to democratise watchmaking. That means luxury-grade mechanical watches, built by the same hands and machines used by top-tier Swiss brands, but sold for a fraction of the price.
How?
Direct-to-consumer model (no retailers = no 3x markup)
In-house design = total control
Honest pricing = loyal fanbase
60|60 Guarantee = 60-day returns and 60-month movement warranty
It’s hard not to root for a brand that does all this and sends you a hand-signed thank you card when you buy a watch.
A Global Fanbase (With Zero Fuss)
Fast forward to today, and Christopher Ward is no longer a plucky underdog. It’s an international success story, with watches worn by collectors in over 100 countries, features in GQ, Esquire, The New York Times, and glowing reviews on every major watch site from Hodinkee to Time+Tide.
Their best-selling models like the C60 Trident Pro 300, the retro-chic C65 Dartmouth, and the architectural Twelve are celebrated for punching way above their price tag — offering meticulous finishing, rugged performance, and distinctive design language.
In a market full of derivative designs and astronomical markups, CW brings something genuinely refreshing.
Final Thoughts: Why Christopher Ward Matters
Christopher Ward is proof that great ideas don’t need old money or an alpine chalet to succeed. It’s a modern British brand, built on transparency, craftsmanship, and sheer bloody-minded determination.
They don’t do flashy marketing or paid influencers. They don’t shout.
But make no mistake — they’ve earned the respect of horology’s old guard and the love of modern collectors around the world.
In an age of style over substance, Christopher Ward delivers both — beautifully, reliably, and without asking you to remortgage your house.
⏱️ Good watches don’t need to cost the Earth. And they don’t need a Swiss surname. They just need to be built well — and worn proudly.
Christopher Ward has proven that, one tick at a time.
