Business model
From its launch in 2004, Christopher Ward positioned itself as the "world's first exclusively online luxury watch brand," eliminating traditional retail markups by selling directly to consumers.[15] By cutting distribution and marketing costs, the company offers competitive pricing and higher technical value.[16][17]
Sales are conducted exclusively via company-owned channels— online and telephone sales—with physical showrooms in the UK and US.[18] An earlier showroom in Nashua, New Hampshire was closed in March 2016.[19] On 16 September 2024, Christopher Ward opened a new US showroom in Frisco, Texas.[20] Christopher Ward has 6 showrooms as of 18 February 2026 in London, Maidenhead, Liverpool, New York, Frisco & Falls Church.[18]
Customer support is managed remotely: customers submit service requests via the website, after which watches are sent to the company’s service centre for evaluation and repair.[21]
A hallmark of its direct‑to‑consumer model is the "60|60 guarantee," offering a 60-day return policy and a 60‑month movement warranty on purchases made through its official channels.[22]
Financial performance has accelerated rapidly in recent years. For the year ending 31 March 2020, the company reported £10 million in revenue (up 19%) and produced approximately 20,000 watches.[23] By mid‑2021, sales had topped £15 million—a 30% increase year‑on‑year.[24]
Fiscal year 2024 (to 31 March 2024) saw a major leap: turnover reached £30.5 million (vs £16.8 million in 2023), while pre‑tax profit rose from £222,000 to £3.9 million.[25] The company’s growth was attributed to the popularity of models such as the C1 Bel Canto and The Twelve.[26]
