The highly regarded tri-time dive watch series from Christopher Ward will soon be available in two fresh new contemporary colours - charcoal and khaki.
While the retro design of the C60 is inspired by the legendary 1954 Rolex GMT Master, the new colours reflect the very latest fashion trends.
The C60 Automatic does not provide the time in two time zones simultaneously, but, like its stable companion the C60 GMT, this automatic, powered by the famous ETA 2824-2 / Sellita SW200-1 movement, is a premium diving watch incorporating reliable, tried and tested Swiss precision. Water resistant to a depth of 300m.
The C60s shown here are the top of the line at US$676. You read that right; a quality Swiss made watch for way under $1000. No wonder Christopher Ward have shaken things up in the Jura Valley because Swiss tradition dictates that you are simply not supposed to let Swiss technology go for so little.
But then Christopher Ward have turned a lot of long held practices completely on their head. Unlike most of the major Swiss watch brands there are no multi-million dollar promotional campaigns adding lots of zeros to the price tag.
Nor are there pampered celebrities pocketing banker style bonuses just to be seen wearing a Christopher Ward – if you do happen to see a celebrity wearing a Christopher Ward watch you have the satisfaction of knowing they probably paid for it, just like you.
The idea seems to be working because sales of these British designed and Swiss assembled watches are growing by 60% year on year. And speaking of 60, the watches come with a 60-day no quibble guarantee as well as a 60-month warranty.
As Christopher Ward often state; there is very little the luxury watch world can do about their strategy other than spend even more on marketing to try and shore up the brands they have created.
Ultimately there is a limit to how many people will happily pay $3,500 plus for a watch when they could pay $600 or less for a Christopher Ward with an almost identical or even higher specification.