Luxury watches have long been associated with exclusivity, high price tags, and traditional retail models. However, Christopher Ward is rewriting the rulebook with its direct-to-consumer approach, offering high-quality Swiss-made timepieces at accessible prices.
I had the pleasure of sitting down with Mike Pearson, the Brand Director for North America, to discuss Christopher Ward’s evolution, marketing strategy, and future plans. With nearly two decades in the watch industry and experience with brands like Bremont and Zodiac, Mike shared fascinating insights into what makes Christopher Ward a game-changer.
Mike Pearson’s Journey in the Watch Industry
Mike’s 17-year career in the watch world has taken him from working at Ernst Benz to leading brand strategies at Bremont and Zodiac. His passion for horology and deep understanding of the market ultimately led him to Christopher Ward, a brand he believes is revolutionizing the industry.
With Christopher Ward, he’s shifting from traditional retail partnerships to a community-driven, direct-to-consumer model, focusing on building trust through personal engagement rather than relying on retailers.
Christopher Ward’s Unique Business Model
Unlike most luxury watch brands, Christopher Ward has always sold directly to customers, cutting out intermediaries and keeping prices significantly lower. The company follows a simple philosophy: deliver exceptional quality at a fair price.
Mike emphasizes that this model, once seen as unconventional, has now become a major advantage—especially with the rise of e-commerce and social media marketing.
Expanding the Christopher Ward Community
Building a brand without retail stores presents challenges, but Mike has tackled this by hosting over 40 events across the U.S. and Canada, allowing watch enthusiasts to experience Christopher Ward timepieces firsthand.
Due to the success of these events, the brand recently opened a showroom in Texas, offering customers a personalized, appointment-only shopping experience. While further expansion is planned, the company is taking a gradual, strategic approach, considering locations like Ontario, Colorado, Arizona, and Georgia before expanding to major cities like New York or LA.
Best-Selling Christopher Ward Watches
Christopher Ward has gained significant recognition for its innovative designs, particularly:
- The Bel Canto – A true phenomenon, this model has become a collector’s favorite.
- The Twelve – Known for its sleek, versatile design, available in steel or titanium.
- Aquitaine & Dune Collections – A mix of vintage inspiration and modern craftsmanship.
- Ministry of Defense Collection – Built for durability with a military heritage.
With a 60-day money-back guarantee and a 5-year warranty, the brand ensures customers can shop with confidence.
Plans for 2025 and Beyond
Looking ahead, Christopher Ward is set to make a stronger impact in Canada, with Toronto and Vancouver among key locations for future events.
While traditional luxury sponsorships aren’t a priority, Christopher Ward continues to support Everton FC, Blue Marine Foundation, English Premier Rugby, and Team Brit, aligning with its values of sustainability, inclusivity, and performance.
Advice for New Watch Collectors
For those just starting their watch-collecting journey, Mike recommends:
- Entry-Level Swiss Mechanical Watches – The Trident or Sealander collections offer great value at an accessible price point.
- Versatile Everyday Watch – The Twelve in steel or titanium is perfect for both casual and formal wear.
- Do Your Own Research – Don’t just follow trends—choose a watch that truly speaks to you.
Final Thoughts
Christopher Ward’s direct-to-consumer model, commitment to quality, and customer-first approach set it apart in the luxury watch industry. As the brand continues to grow, more watch enthusiasts worldwide are discovering the exceptional craftsmanship and value it offers.
If you’re interested in experiencing a Christopher Ward timepiece, be sure to visit their website or schedule an appointment at their Texas showroom. And as Mike Pearson says, "You do you"—choose a watch that feels right for you!
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