Now Christopher Ward, which recently overhauled its core Sealander collection, is eyeing an ambitious retail expansion plan in its biggest market, the United States. France lays out the economics and business case for the brand’s unique retail approach, powered by deep community relationships built with customers over the past two decades.
The ambitions aren’t insignificant. From a handful of showrooms now, the company could have as many as 25 to 30 locations in the U.S. alone within half a decade, the CEO says. He sees Christopher Ward as a brand with the potential to reach £250 million in total annual sales, up from about £50 million today. France expects to hit £100 million in annual sales within three years. He’s also refreshingly candid about the threat that U.S. tariffs posed to the business and how the levies forced it to change the way its watches are shipped to and distributed in the country. Tariffs were also a significant drag on financial results in 2025, but the brand is forecasting a rebound in 2026 if import duties remain stable.
As always, Christopher Ward remains a bit of an outsider brand in the rest of the Swiss Watch industry, even though it made the Morgan Stanley annual Swiss Watchers report for the first time in 2026, ranking among the 50 largest brands.
Andy Hoffman
2026-05-20 15:00:00