William Wood Watches was founded in 2017 by Jonny Garrett and named after his late grandfather, who served more than 25 years in the British Fire Service with the Newcastle & Gateshead Fire Brigade. Every watch is made with real British firefighting history: crowns cast from the brass of melted-down 1920s Merryweather firefighter helmets, whose silhouette is also the brand's logo, and straps made from upcycled fire hose. The brand has donated over $250,000 to firefighting charities, made watches for fire departments including the FDNY, and is a member of the British Watchmakers Alliance.

The range covers the Valiant automatic diver (£820), the Bronze heritage diver and the Fearless field watch (£920), the Chivalrous dress watch with a Swiss Ronda 762 quartz movement (£495), the Fire Exit day-date on a Swiss Sellita SW220 (£1,495), the Triumph chronograph on a Swiss Sellita SW510 (from £2,525), and the Dunkirk, a Swiss-made bronze watch carrying a piece of the engine of the Massey Shaw fireboat, which rescued troops from Dunkirk in 1940 (£3,995). All watches carry a three-year warranty.