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Brand Stories
By skipping retailers, CW delivers in-house Swiss watches at half the usual price.
Chris Ward, Mike France and Peter Ellis launched CW in 2004 from a barn in Maidenhead, UK. The premise: Swiss-made watches sold direct online, with no retail markup.
Most watch retail prices break down as 50% retailer/distributor margin, 25% brand margin, 25% cost. CW cut the retailer entirely. A £1,500 Swiss watch elsewhere becomes £750 from CW.
The 2019 in-house Caliber SH21 put CW on the haute horlogerie map — a 5-day twin-barrel automatic in the £2,000 range. The 2022 Bel Canto chiming watch sold out at £3,400 against ₹40L equivalents from established Swiss brands.
