From London to Dallas (and DC!): How CW is winning American hearts

Hi Mike! In 2024, Christopher Ward was involved in over 55 events across more than 30 cities and two Canadian provinces. How was it for you?
Amazing and humbling! I’ve always loved travelling across the US – and despite having lived here for many years, it still surprises me. Introducing Christopher Ward to cities like Washington, D.C. for the first time was particularly special. The watch community there is vibrant and welcoming, and it’s close to other cities I love, like Philadelphia and Baltimore.

There’s something fulfilling about bringing the brand to such iconic skylines. Cities like New York and Chicago are unforgettable, but so are the stunning natural landscapes of Utah and Arizona. The U.S. is breathtaking – especially when seen from the road. I’ll never forget driving up the West Coast from San Francisco to Washington State, or the route through the Carolinas to Atlanta.

Is there an event that stands out?
One that I’m incredibly proud of was bringing Christopher Ward to the Tailhook Symposium in Reno. Tailhook is the largest naval aviation event in the country, and we had the privilege of meeting Navy pilots flying some of the world’s most advanced aircraft. It was surreal to see their enthusiasm for what we do, and to have them engage with our Bespoke department about creating custom pieces for their squadrons.

I also had the honour of meeting General Austin Miller, and was able to thank him – not just for his service – but for wearing our watches. His support of our brand has introduced us to so many new people. It was an unforgettable experience.

What about moments that were meaningful to you?
Without a doubt, the events I did alongside our UK team. For most of 2024, I was running solo in the US, so having Olivia, our events & partnerships lead, or Declan from our Maidenhead showroom, and even Jörg Bader Jr. from Switzerland, join me meant the world. It reminded me that I’m part of something bigger.

That feeling was especially strong when Mike France and Peter Ellis came to Texas for a major event at FC Dallas’s stadium. We brought together local collectors, members of our forum and Facebook communities, and hearing Mike tell our story – our American journey – to a US audience was powerful. That trip even led to us finding our new showroom in Dallas.

How have people reacted to Christopher Ward?
The word I hear most often at events is “thank you” – for bringing the brand to their city or town. So many people have followed our journey, but hadn’t purchased a watch because they wanted to experience us in person first.

One touching story came from a group in Austin known as WIS512. They attended one of our spring events and fell in love with the Twelve (Ti). Over the years, they’d talked about creating a group watch – something that could also honour the memory of a dear friend who’d passed away. After the event, they trusted us enough to work together on a design. The result was a stunning timepiece that carries deep emotional significance, and serves as a tribute to their friend, @wristi. It was a powerful reminder of what watches can mean to people.

Tell us about the new Dallas showroom…
We opened it at the end of September, and the response has been phenomenal. One of the first things people say when they walk in is how much the space feels like Christopher Ward. There are no glass cabinets or barriers – just an open, welcoming environment. And because we operate by appointment only, every visitor is treated like a friend or family member. In just the first two months, our team – Trey and Taylor – met with over 200 guests, and each interaction was unique and meaningful. We’re looking forward to welcoming more watch enthusiasts to North Dallas.

What’s ahead for the rest of 2025?
It’s already been an extremely busy start to the year. I kicked things off with a seven-city tour of the UK, continuing our mission to connect with people in person across the globe. While I expect to travel a bit less this year, there are still key locations I couldn’t reach in 2024, like Vancouver, Denver and parts of the Midwest. We’re committed to becoming a deeper part of these communities, and have exciting plans in motion to make that happen.

We’ll also continue to be a presence at events like the Windup watch fair and other trade shows in the US and Canada. As we celebrate 20 incredible years of Christopher Ward, it feels like we’re only just getting started!

Ensure you find a watch that’s right for you by visiting a Christopher Ward showroom. It’s like going to your own personal tailor – but for watches. Book an appointment.