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
24
46%
Revert back to their old Chr.Ward brand and refresh it
20
38%
Create a 'heritage' and a 'modernist' line of watches
8
15%
 
Total votes: 52

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

Post by DEV.Woulf »

golfjunky wrote: Thu May 05, 2022 10:11 am This result baffles me as i thought the Chr.Ward was the most disliked of them all.
Well, as the famous song said... :erschreckt:
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by Amor Vincit Omnia »

DEV.Woulf wrote: Thu May 05, 2022 2:42 pm
golfjunky wrote: Thu May 05, 2022 10:11 am This result baffles me as i thought the Chr.Ward was the most disliked of them all.
Well, as the famous song said... :erschreckt:
They paved paradise and put up a parking lot
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by watchaholic »

I guess I’m too new to the flock to recall the “cow brand” reference. Now I can’t unsee it. :lol:

Edit:
Just one more observation. If the company is looking to establish a bit of heritage, it might be beneficial to retain some of it in their branding.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by nbg »

golfjunky wrote: Thu May 05, 2022 10:11 am This result baffles me as i thought the Chr.Ward was the most disliked of them all.
Disliked? :shock:

I thought it was just a very vocal minority that hated it with a passion! :lol:

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

Post by Amor Vincit Omnia »

nbg wrote: Thu May 05, 2022 3:52 pm I thought it was just a very vocal minority…
We’ve never had one of those on the forum, have we?
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by Caller »

I haven't voted. But are CW universally known as CWL?
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by TheBeatles »

I’ve just received an email from CW about bespoke watches.

The example shown is for The Royal Gurkha Rifles with the crossed kukris at 12.

I think that’s the best logo so far.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by golfjunky »

Caller wrote: Thu May 05, 2022 5:08 pm I haven't voted. But are CW universally known as CWL?
No, they are known as the Rolex of the internet.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by asqwerth »

From before the merger with Synergies Horlogères SA, I recall "CWL" being used in this forum as an easy to type abbreviation for Christopher Ward London. It's just a shortcut.
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by jf72 »

Kip wrote: Wed May 04, 2022 11:49 pm Although I did not partake in the poll, I have followed the topic with interest. The comments seem to be following the poll and and have provided a definitive and clear cut opinion as to what CW should have done. :escape:
i was just thinking as you seem to have some insights... have the special edition C5 Malvern and C8' Pilot's been successful for CW financially? not sure if they have sold like hot cakes or been a damp squib... if the former, then i wonder what the appetite on the forum would be for the same treatment to be given to a Trident MKII (with the redesigned case etc)... obviously it would have to be worth it for CW!

or imagine how fun it would be to have an Aquitaine with the old logo and see how the sales compare in a head to head! 8)
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by Kip »

The Revival models can be looked as an an experiment by CW. The C5 Malvern Revival Special Edition (250 pcs. issued) sold out quickly followed by the C8 Pilot Revival Special Edition (200 pcs. issued). There seem to be some of the C8 DLC versions (50 pcs. issued) still available.

I think is is safe to that CW has learned something from these models. I do think that we may again see some revivals at some point. The question will be... What models?
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by jf72 »

Kip wrote: Thu May 26, 2022 10:41 am The Revival models can be looked as an an experiment by CW. The C5 Malvern Revival Special Edition (250 pcs. issued) sold out quickly followed by the C8 Pilot Revival Special Edition (200 pcs. issued). There seem to be some of the C8 DLC versions (50 pcs. issued) still available.

I think is is safe to that CW has learned something from these models. I do think that we may again see some revivals at some point. The question will be... What models?
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by Amor Vincit Omnia »

Kip wrote: Thu May 26, 2022 10:41 am I do think that we may again see some revivals at some point. The question will be... What models?
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Re: In hindsight...was the Christopher Ward rebrand of 2016 a historic mistake?

Post by ProfGlenn »

Interesting to see the logo debate continue. So I think so much depends on the watch.

For the slimline square (I have a blue one), the Christopher Ward at 9 o'clock looks so much better than the CHR. WARD at 12 o'clock. I ought to try and get a white dial one as well. I do love the squares. I think the company made some stunning dress watches. The moonglow with Christopher ward at 9 o'clock is the best looking moon phase watch I have seen.

Christopher Ward at 12 o'clock looks great on the sealander, on the C8 power reserve, but for me, bizarrely, something it not right on the new green C60 bronze with Christopher Ward at 12 o'clock. I prefer my old blue one with Christopher Ward at 9 o'clock. It's weird and beauty is in the eye of the beholder, but it either looks right or it doesn't. The sealander is a cracking job and the prototypes with Christopher Ward at 9 o'clock weren't as attractive to me. Of course it depends on where the date is.

For the C9 AM GT, Christopher Ward at 9 o'clock looks truly outstanding. This is, for me, one of their greatest ever designs. A truly beautiful piece.

The twin flags alone was just about passable on the the former C7 motorsport range, for obvious chequered flag reasons. I feel the move to logo only without the name of the company on the dial, for ALL future watches is a mistake. And I think it will be a big mistake. But I really hope to be wrong. However I don't think I will be buying one though. Thankfully there are plenty of fantastic old models to choose from and seek out. The watch needs to say on the dial what it is.

I think the Revival models are a lovely touch and I wrote to Mike to say what a fantastic job they had done with these. I love my Revival. I think the case quality is better than an Omega de Ville. To me anyway.

I would love to see me more of these - I'd love to see the C5 MKII in a C1 case, for example.

Perhaps the company just needs to change it's name. Like when Marathon changed to Snickers!....just change the name and some good marketing for a while to let everyone know the new name. But, for me, twin flags alone are not enough - at least not on every watch.

And just to completely destroy my own argument above here.....the C70s....the Ascari, the 1926 etc etc - these only had the CW logo in the middle and these are also amongst their greatest ever designs - but these are so iconic and at least CW is on the dial, so I am not left wanting the name as well......

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

Post by JAFO »

I still think CW are now somewhat hoist, as it were.

A two letter brand, CW is a bit fashion-watchy to me, and lacks gravitas. CWL is probably better. In time the real meaning of the letters will fade, and it's just the brand name, CWL. Having said that, a three letter acronym, rather like IWC, also carries little gravitas to me. British Telecom became BT. British Airways became BA. Standard Oil became Esso, and over time the original falls out of time and forgotten, rather like the one ring of power.

The Swiss/English ident could have worked equally with just a single cross, as it's never coloured white and red as far as I can see, but maybe that wasn't available.

The whole thing has become a permanent quandary now. Maybe Malvern watches as already pointed out, or even Trident watches, but again maybe they weren't available, or at any rate aren't available now.

One way might be to start a new brand with a new name, and maybe steadily build on that, sort of like Toyota/Lexus.

I don't mind having a name brand. I didn't mind it at 9 o'clock. I think I prefer it at 12, but a logo and two lines of text underneath is hard to fit in.

Sorry to ramble on like this. Thinking aloud really.