In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Discuss Christopher Ward watches

What should Christopher Ward do with their branding?

Keep it as it is - the rebrand is good
18
44%
Revert back to their old Chr.Ward brand and refresh it
18
44%
Create a 'heritage' and a 'modernist' line of watches
5
12%
 
Total votes: 41

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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by Mikkei4 »

Thunder1 wrote: Mon May 02, 2022 3:33 pm Hard to believe something as relatively insignificant as the 'logo name/placement' has continued to persist as a determining factor of 'if and when' one would buy a watch...incredible..talk about 1st world problems!!.. :problem:
Why buy something that has an element of design that you dislike ? Personally I don't find the logo/name "insignificant" nor do I find that hard to believe or incredible but I accept that this is a "personal" point of view of somebody that could afford this type of product. Ultimately most of us are likely to make this type of decision whether it's every day or week or month or year for numerous products at various levels of expenditure and whether we do it consciously or otherwise.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by coffeemike »

As a personal opinion, there definitely isn't a right or wrong answer here.

In terms of a logo, it has whatever meaning you, or the community you're in, infuses it with. Any logo or branding change will, to some extent, reset that back towards a blank slate.

For my own two cents' worth:
- I'm a fan of the twin flags. Create a symbol, use it for a time, and build the brand presence around that symbol. What will make this successful is the number of times and places we see that symbol appear and create the association.
- I was fine with the most recent wordmarks. I own a Sealander with the name text center aligned under 12 (and in a way, wish it had the swish flags on it as well). I was also fine with the left-aligned 9:00 wordmark, as for whatever reason I can't pinpoint, it felt like a very British design element.
- I'm less a fan of the older wordmarks (like Chr. Ward) or the older hands (the bulbous onion ones), favoring something with a little more timeless simplicity like the handset on the Sealander.

I view this like so many changes - with consistency over time, the noise will settle and the connotation of the branding will deepen.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by Amor Vincit Omnia »

coffeemike wrote: Mon May 02, 2022 4:52 pm As a personal opinion, there definitely isn't a right or wrong answer here.
A fair assessment. Welcome to the forum – please remember to visit the Member Introduction section and tell us all about yourself. :D
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by rkovars »

All of this talk about the logo and name brought out a larger point that was expressed by Paul Sweetenham at Wind Up - "We would like to think that if you put your thumb over the name you would still know it was a Farer." There is something to be said about this sentiment.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by jf72 »

coffeemike wrote: Mon May 02, 2022 4:52 pm
I view this like so many changes - with consistency over time, the noise will settle and the connotation of the branding will deepen.
I have genuinely waited 5 years of my life to make this thread lol. I cannot quite tell if the noise has settled on this or if people are still up in arms to some degree!
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by Amor Vincit Omnia »

jf72 wrote: Mon May 02, 2022 7:21 pm
I have genuinely waited 5 years of my life to make this thread lol.
That must have been quite a moment for you.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by JAFO »

Re the vote options.

I would have voted for a more careful consideration of the word brand. I find the Chr Ward so old fashioned. I much prefer the current Christopher Ward font, but not necessarily the name. However they can't keep.changing it with every new release, so they do need a once and for all decision. It's a bit of a millstone now because everybody is watching with each new model.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by jf72 »

Amor Vincit Omnia wrote: Mon May 02, 2022 7:41 pm
jf72 wrote: Mon May 02, 2022 7:21 pm
I have genuinely waited 5 years of my life to make this thread lol.
That must have been quite a moment for you.
the most excitement a boy could have!
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by Amor Vincit Omnia »

^^^ Then I must introduce you to Aurélie the French maid and Georgina the stable girl.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by Radboud »

asqwerth wrote: Mon May 02, 2022 9:09 am
thomcat00 wrote: Mon May 02, 2022 8:39 am
Radboud wrote: Mon May 02, 2022 2:36 am The historic mistake is using Christopher Ward for the brand name..
While you’re entitled to your opinion, I very much disagree. To me, I have not a problem with letter length, syllable count and accent, nor even the left justified layout on the dial. The typeface isn’t great but nor is it horrible; it lacks a “pop” to my eyes. What are your objections?
I think the poster's point is that by using the name of one of the founding members as the brand name, it became awkward when he left the company. Do you still want his name on your watches and registered company name, when he's not just left the company but somewhat involved, through his son, with Tribus watches?
Yes, that's exactly what I meant. Thanks for explaining that for me. :)

A single 2 - 3 syllable catchy brand name and a corresponding classic but modern logo makes all the difference. It seems they are just digging a deeper hole by not letting go of the CW brand name.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by asqwerth »

Radboud said
seems they are just digging a deeper hole by not letting go of the CW brand name
On the other hand, people do know the watches as Christopher Ward watches, and know what to expect from that brand (pricing, models, design, quality), so to completely change the name now will eliminate all the business reputation and goodwill built up over the years in the name.

Suspect they'll keep the name, at least for now, and are hoping to quickly get the public to associate just the sight of the new swish logo alone with the brand name, so in future they don't have to keep spelling it out in big letters on their products, website, in advertising, marketing, etc.

ADDED: addressing the OP, whether or not the 2016 rebranding happened (which never bothered me as much as it did some others), Mr CW leaving would still have necessitated this current logo-only focus.

PS. I have watches with the Mks 1 to 3 logos.
C5As~FLE12R~W61~C60GMT~FLE15
Nomos Orion33/Tetra2~BallEH~Montblanc~Tudor BB36~Archimede36~Damasko~Revue T~BremontSolo37
Vintage~Bulova23~Polerouter~Wittnauer~Longines~Omega~Soumar~Eterna~Gruen

Quartz~Matisse~FLE17~Ebel~Citizen
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by Radboud »

I doubt it will eliminate all of their reputation and goodwill. It will be talked about on social media, forums and watch blogs and searches for Christopher Ward and christopherward.com will find their new brand name and domain. Lots of free publicity.

I think the real historic mistake is not having a brand name at all on the dial. When you see a watch you like and don't recognize, the first thing you do is search the brand name. It's a bit difficult searching for 'watch brand lego blocks logo'. The swish logo may not be as recognizable as CW thinks it is.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by Radboud »

jf72 wrote: Sun May 01, 2022 3:41 pmWhat do you guys think? Personally, rather than doing a 'New Coke' U-turn, I would like to see a separation of two brands into a 'heritage' line (Chr.Ward) and a 'modernist' line with the twin flags. Adidas has done this successfully with the 3-stripes logo for their sporty attire and the Treefoil logo for their upmarket casual wear.
They did this with the recent C8 Pilot Revival that has the Chr.WARD word mark on the dial. The swish logo would have looked very out place on that watch. Would look pretty awesome on the Aquitaine as well.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by MichaelMD »

The flags are a big improvement. The moving of "Christopher Ward" to the 12 o'clock position was a big step in the right direction. But removing it entirely in favor of the flags logo is a great move. Hope it stays that way.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by DEV.Woulf »

Starting to think Christopher Ward... Swish made a huge mistake naming the brand after one person, let alone a person who left the company. Considering their first two watches were Malverns, perhaps that would have been a great name for the company? Omega, Rolex, Malvern... English sounding combined with maybe a crest logo definitely has a ring to it. And they're still using the Malvern name to this day. :irre3:

.....🛡
.MALVERN

It would have avoided any and all debates/drama right from the start. But what do I know? :ka:
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