The Luxurious Momentum of Christopher Ward: CEO Mike France's Vision for the Swiss-Made Watchmaker

The journey to becoming a powerhouse brand doesn’t happen overnight. It requires a blend of vision, innovation, and tactical strategy. At the helm of Christopher Ward, the UK’s largest watch brand, is CEO Mike France who embodies these qualities. Over the past few years, the brand has significantly grown, with its appeal stemming from the Swiss-made, affordable priced luxury watches and staple releases like the ‘Bel Canto’ chiming watch. A commitment to controlled pricing while maintaining quality has also contributed to its popularity.

This groundswell doesn’t stop at physical stores. Christopher Ward, currently turning over about £50 million annually, is predicted to hit a sales target of £250 million in the near future. This would require a decided escalation in sales momentum, with a short-term benchmark of hitting £100 million within three years.

Despite the potential disruption that the introduction of U.S. tariffs could have brought to the brand, Christopher Ward maneuvered strategically, changing its shipping and distribution methods. After a noticeable financial drain in 2025 due to tariffs, the brand projects a healthier rebound in 2026, provided import duties remain static. Winning recognition in the Morgan Stanley’s annual Swiss Watchers report amongst the top 50 brands for the first time in 2026 marks an important milestone.