"Swiss Made" Commitment From Top British Watch Maker

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Christopher Ward, the English timepiece designer determined to put luxury watches within the reach of everyone, has entered into a partnership with a swiss manufacturer. He hopes this development in his revolutionary business model should secure his 'cult status' British brand's place in the Swiss dominated market place.

English watch maker, Christopher Ward, has always been unconventional and full of surprises.

From inception, four years ago, when he launched the first ever fully vertical online only watch brand using only Swiss made movements and premium materials, the aim has been simply to put luxury watches within the reach of everyone.

The revolutionary business model without middlemen, retailers or hugely expensive celebrity led marketing campaigns, means that whilst the quality is similar (many argue, better) than many more illustrious brands, the prices are often as much as 80% less.

This extraordinary value proposition has created a cult following in over 50 countries, led to the spawning of an independent forum and has generated huge growth, particularly of the mechanical models such as the C5 Malvern.

Although only ever using Swiss made movements, final assembly has until now been in China and Honk Kong. However, from August 2008, final assembly is transferring to an exclusive atelier in the famous Bernese Jura region of Switzerland.

This very significant step has been nearly two years in the planning and was first mooted when it became clear that the Swatch group who own ETA, the single largest supplier of high grade mechanical movements in the world, were planning not to allow movements into China from 2009.

Eventually, Chris found a small manufacturer of outstanding credentials with over 100 years experience of manufacturing movements and assembling high grade watches and who found the vision of Christopher Ward London both refreshing and exciting.

Working closely for over a year now, the partners have been able to not only improve every aspect of the current ranges but have developed a stunning array of new models for both men and women which, even before their launch, have created extraordinary excitement amongst Christopher Ward watchers worldwide. The 44mm C8 Pilots watch has perhaps stolen most of the limelight so far but the brands first square face design the C13 & C15 Henley and the C7 Rapide, a sport's chronograph, are not far behind.

But the even better news is that all this has been achieved with only relatively small increases in selling prices and, having introduced Longine's PVD process for gold plated versions, in some instances the prices have actually come down!

Having secured long term supply of its current mechanical movements and established a manufacturing base in Switzerland the brand has now set its sights on introducing a greater variety of complications in the future; a future which, if the present trajectory is maintained, will see Christopher Ward emerging in a few years time as not only a quintessentially British brand but a very large British presence in a very Swiss dominated industry. Until then, however, they just intend to keep on designing great watches that blow you away even before you see the price

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