This week on the SUPERLATIVE podcast, aBlogtoWatch Founder Ariel Adams is joined by Mike France, the Co-Founder and CEO of Christopher Ward. The two start the show by reminiscing about the early days of ABTW, and how Ariel first learned about the brand. Ariel talks about how he saw Christopher Ward totally embracing e-commerce at the time, when other brands were ignoring it. He also compliments the brand on how he has always seen a continuous cycle of growth in the quality of the brand year after year, and Mike shares how the brand is always aiming to improve. The two discuss the difference between a customer’s interest in the extrinsic value of watches compared to intrinsic value of them, and how they see the former changing into the latter more recently. Mike talks about their target audience and how Christopher Ward does, or actually doesn’t attempt to market to them. Ariel draws parallels between someone’s profession, their success, and the values that they may look for in a watch brand or their desired timepiece. As the conversation comes to an end, Ariel asks Mike what it is about Christopher Ward as a company that has provided him with the mindset he has about open and transparent communication with their customers, and Mike elaborates on how they are breaking down the fourth wall for them. Listen below or on the player of your choice.
Christopher Ward was founded in 2004 by Mike France, Peter Ellis, and the eponymous Christopher Ward. In the almost two decades since, the brand has been part of the renaissance of British watchmaking, demonstrating the UK’s penchant for producing exceptional watches. Though its initial watches leaned more towards dress style, it has since found firm footing in sports watches, with its signature “light-catcher” case and several in-house calibers to its name (namely the SH21 and its variants.) Priced affordably and offering what is often regarded as one of the best values in watches , Christopher Ward continues to impress with pieces like the recent Bel Canto.