Independent, British, Premium Watch Maker

Christopher Ward started this business because they loved precision Swiss watches yet were horrified by the huge mark ups the leading premium brands were adding to the base cost prices of their watches. They decided to take them on by creating a premium quality watch brand, in every sense, apart from price. To achieve the simple aim of putting high quality watches within everyone's reach they needed a revolutionary business model (thank you, the world-wide web) and a philosophy that determined they share the benefits of lower overheads with customers.

From humble beginnings in a converted chicken shed where they designed and developed their first watch, the now iconic Malvern Automatic, Christopher Ward are proud (but we hope not too proud) to have created over two hundred unique models for both men and women which they send in increasing numbers to discerning watch lovers in over 60 countries.

They may have left the chicken shed a while back but haven't forgotten were they came from and today are even more committed than ever to their founding principles.

Swiss Made

They may not be the most colourful nation on earth and their banking crown may have slipped a little in recent times but, there's no doubt about it, they make the best watches. And then some.

There is no other culture in the world with quite the same devotion to precision as the Swiss (that's why their trains are never late!) and it's this meticulous nature that gave birth to a watch industry that even today has no peer.

Christopher Ward's designs are brought to horological life by a number of small, Independent ateliers in the heart of watch making country, the Jura Region in the North West of the country. Brands like Rolex, Longines, Omega and Breitling have their head quarters in The Jura and where virtually every family has someone connected to the industry. Watch making is in the DNA of the people of the region.

Better Than Wholesale Prices

How can this be true? Here's how.

The base price (the ex factory price if you like) of their watches is very similar to the base price of any premium brand that uses the same high quality movements. And, by the way, that includes brands such as Longines, Omega, Breitling and Tag Huere.

From this point things are a little different.

The Christopher Ward Way

They add between 2 and 3 times the manufacturing cost to cover their overhead, running costs (including marketing) and a fair profit margin. This is then the final price you pay as they only distribute through their own online store.

Other Premium Brands Way

They add between 5 and 10 times the manufacturing cost to cover their overhead and running costs (Brad Pitt doesn't come cheap!) and achieve their somewhat more luxuriant profit margins. They then distribute the watches to retailers across the world who add on their own mark up which adds another 3-5 times the initial cost price. This means the total multiple is usually between 8 and 15 times the manufacturing cost.

Taking the mid point of both examples i.e x2.5 for Christopher Ward and x 11.5 for most other premium brands this would mean that a watch costing pound;100 to manufacture they sell for pound;250 whereas a well known, equivalent quality Swiss Brand would cost you pound;1150, some pound;900 more.

Even applying a 3 times multiple for Christopher Ward and an 8 times multiple for the other brands you would be saving pound;500. Makes you think, doesn't it.

Unique 60 Day Money Back Guarantee & Free Returns

It's impossible to fully get across how good their watches are in a brochure or on the website. That's why Christoher Ward give you up to 60 Days to decide if they truly are as good as we say. And if for any reason you aren't happy with your purchase just pop it back in the post and they'll pick up the bill. No fuss, no quibbles.

As it turns out, no-one else in the world offers such a service. Good.

Nice People You Can Talk To

Christopher Ward strive to be as helpful and available as they can be to anyone who is interested in their watches. This means everyone at CW, including Chris, is available to anyone when they're available if you get my drift.

They're not perfect and they make mistakes but the old Avis line of We Try Harder could equally be applied to them. And frankly, a small, ambitious, British watch maker who is taking on the might of the Swiss watch industry, needs to try harder!