Christopher Ward's Mike France Charts Ambitious Path Toward Remarkable Expansion and Growth

In a fascinating discussion on ‘The Business of Watches’ podcast, Christopher Ward CEO, Mike France, unveils notable changes and remarkable growth within the UK’s largest watch brand. Due in part to well-received releases such as the Bel Canto chiming watch and a commitment to fair pricing, Christopher Ward has seen an outsized surge in growth. The Swiss-made brand also recently revamped its core Sealander collection, a testament to their dedication to innovation.

With a meticulous plan, he expects to hit £100 million in annual sales within just three years. France doesn’t shy away from discussing the challenges and threats posed by US tariffs to the business. He openly discusses how they adapted their shipping and distribution strategy in response, reflecting the resilience and adaptability of the brand. While the tariffs significantly impacted the financial results in 2025, Christopher Ward anticipates a rebound by 2026 if import duties remain stable.

The brand featuring in the Morgan Stanley annual Swiss Watchers report in 2026, as one of the 50 largest brands, highlights Christopher Ward’s unique position as a brand that continues to rise. Its success story is woven from strategic releases, strong customer relationships that have grown over two decades, and ongoing commitment to approachable pricing. As the watch brand continues to break barriers, it is a captivating case of a unique retail strategy fuelling unprecedented growth.