Logo only on some existing CW models.

Discuss Christopher Ward watches
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Re: Logo only on some existing CW models.

Post by jkbarnes »

DEV.Woulf wrote: Sun May 01, 2022 1:33 pm but I think it was just too classy and "English Luxery" and went against the edgy brand they were trying to turn into. Lives in our memories though! :D
That’s exactly what I was trying to say! Well put. Love the C11, by the way.
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Re: Logo only on some existing CW models.

Post by Amor Vincit Omnia »

DEV.Woulf wrote: Sun May 01, 2022 1:33 pm I wish they would have stuck with the V2, but I think it was just too classy
As classy as a Mayfair telephone number scribbled in lipstick on the back of a Bodleian reader’s card?

Never too classy, chap. :wink:
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Re: Logo only on some existing CW models.

Post by Mikkei4 »

redcat231 wrote: Sun May 01, 2022 9:46 am i think the old Chr.Ward brand text at 12h marker is the best design so far, not sure why they ditch that and messing around with brand name at 9 or no brand name at all on the dial 🤷


Christopher-Ward-Trident-COSC-01.jpg
I agree....
C60 38mm WHITE.jpg
Black C60 and C60 GMT copy.jpg
I stopped buying CW when it moved to the 9 o'clock logo. Not sure if I should buy a Sealander GMT now or wait to see what the TF only version looks like.
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Re: Logo only on some existing CW models.

Post by 0uatiOW »

^ Nice C60 GMT Black on Black Mick - still looks amazing, doesn’t it? I’m wearing my Black on White 43mm version today. The Mk2 logo makes me a little nostalgic.
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Re: Logo only on some existing CW models.

Post by Mikkei4 »

0uatiOW wrote: Sun May 01, 2022 2:37 pm ^ Nice C60 GMT Black on Black Mick - still looks amazing, doesn’t it? I’m wearing my Black on White 43mm version today. The Mk2 logo makes me a little nostalgic.
Thanks Wyatt - it looks good still because you took immense care of it when it was yours ! Just like my own black 3 hander from 2015 which still looks great.
43mm always felt big on my wrist which is why I like the 38mm.
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Re: Logo only on some existing CW models.

Post by ssholloway21 »

This is an interesting topic. I joined this forum last year and read where people preferred the old logo rather than the new text. So much so they would mention they have not purchased a new CW because of the branding. I always thought how wrong they were. I really like the text. I like it at the nine or at the twelve (it does look better at the twelve). I also never understood the argument from other people about how "I would never wear another persons name", come on! How many watches are named after their founders. Look at cars, Ferrari and Porsche are named after their founders. Please do not get me started on sports jerseys, I bet the same people saying this about the CW have a sports jersey or two they were to games. A lot of luxury items are named after the designer so I never understood that argument either.

Now, fast forward to today. I understand the first group of people I mentioned. I do not like the twin flags only change. I realize this is my opinion. Now, MF and the wonderful people at CW are smart and they have built a wonderful company with great products. The watches they produce are some of the best (in my opinion). They were genius to launch online, offer a simple pricing structure, and not go for brand ambassadors to keep costs in check for the consumer. Look at this forum, they were genius to purchase and operate separately. They offer a great product at a great price. But, in my marketing opinion (I do this for a living), why on earth would they diminish their brand. I mentioned in another topic they they should keep the name somewhere on the dial. Most brands with a symbol also keep their name, i.e. Rolex and Omega. I think this will only confuse the market. This strategy did not work for Prince (I had to use this example :lol: ), it just made everyone shake their head. There are very few brands that can use logo only (where there name is not incorporated into the logo itself). Historically these brands have been around for decades or a hundred years and there are only a few. I would have kept the text and incorporated it into the twin flags. The new symbol only makes the dial look empty and someone looking at it does not know what it is. This could be damaging to the brand down the road. The problem with CW at this point is their logo has dramatically changed twice. I understand brands go through brand updates but I feel they are going backwards. Even the old brand looked really good.

I own three CW's now with the name text. I am at the point where I am looking to pick up the standard trident and elite before they change. I do not see myself buying a watch with the new symbol only. RR's video showing the Moonglow and SC solidify that for me. I could be wrong about this and they may sell more watches because of this change. But for me, I am not a fan.

This is my rant for the day since I know that everyone was waiting to hear what I thought. :D :thumbup:
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Re: Logo only on some existing CW models.

Post by golfjunky »

I can see why they want just the twin flags and I suspect they want (read MF) to ditch the name altogether but then they are proper stuffed as the company will not have a name at all.
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Re: Logo only on some existing CW models.

Post by meinberg »

golfjunky wrote: Sun May 01, 2022 6:12 pm I can see why they want just the twin flags and I suspect they want (read MF) to ditch the name altogether but then they are proper stuffed as the company will not have a name at all.
Exactly, the problem with a logo is that it is just that, a logo, which, simplistically, is a visual back up of a company name. As an on-line only company a name is essential, try googling a logo.
The twin flags may look nice but is it enough? I think taking the name off the dial cheapens the look. I do find it ironic that a company that has spent 17 years successfully building a brand on a name is now trying to go almost 'brand free' like a new kick-starter company, doubly so as they are also trying to move the company up in the market.

The harsh reality of the watch market is that it is brand driven to a ridiculous degree, Rolex prices are a great example, CW have a growing reputation and whilst a logo or name doesn't change the quality of a watch it can change perception.
So will I buy a CW with a flag only dial? probably not, interestingly (for me) is that I like older style divers watches but the Aquitaine just has something missing for me, that something might just be the name.
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Re: Logo only on some existing CW models.

Post by strapline »

So, OK, this is my take on the logo discussion that is populating at least 3 threads doing the rounds at the mo'. I say this as someone who doesn't own a single watch from the brand, but also as someone who really enjoys the space for watch discussion, CW or otherwise, provided by this forum.

CW has done much right, not least making Swiss made mechanical watches at an affordable price point. Much that the three founder members discussed whilst on a boat trip on the Thames was well thought through, innovative and somewhat revolutionary. However, it almost appears that the question of branding was something of an afterthought. It was almost as if it drew a blank from the three men and they settled on one of their names appearing on the dial. A frantic couple of rounds of rock, paper, scissors ensued and we all know the outcome of that. Branding is vital, never more so than on a watch dial that is inspected and critiqued in the most exacting detail by many.

A brand can progress with its design, seek enhancements and add to its ranges. But throughout all that flux and evolution one thing has to remain the same. The name and how it is displayed. It’s really the only constant in what can be endless variables in watch design. When that name is clunky, awkward and appears in more guises than Peter Sellers it will have its detractors.

I think the name and logo discussion will always surround CW. It will bother some to the point they can’t buy in to the brand. Others are completely unfazed by the conversation. I can’t see that there’s any going back. I’m not sure this kind of ‘branding ambiguity’ will allow a brand to grow in to a reveared mainstream player. CW may find their progress is ultimately hindered by a somewhat hasty decision taken in a boat (if it was).

Having been a follower of the brand for a number of years now I personally have enjoyed seeing the brand’s evolution. It is a shame that the logo discussion has never sunk below the horizon in that time. I still haven’t decided if I feel happy enough to commit my money to a brand with this kind of unique identity issue.

I hope that my comments are not taken as a dig, they are how myself and, I believe, a great many others see the brand. And, I hope CW continues to progress and grow because clearly they have their fans and they do a great many things with aplomb and invention.

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Re: Logo only on some existing CW models.

Post by Amor Vincit Omnia »

strapline wrote: Mon May 02, 2022 9:19 am A frantic couple of rounds of rock, paper, scissors ensued and we all know the outcome of that.
The article does explain the reasoning behind the choice of name.

Perhaps not coincidentally, the term “Quintessentially English” was used as a “strapline” for a few years. Excuse the pun.

Something else perhaps worth mentioning; I’ve been involved in many conversations and email exchanges with Mike France over the last two years plus, and I can honestly say that I have never heard reference to the idea of changing the company name. That idea would appear to exist only in speculative posts here on the forum.
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Re: Logo only on some existing CW models.

Post by sea_urchin »

The current swish logo is hard to read, it is not obvious what it represents so fails to achieve what a log should do, this puts CW in a predicament, do they stick with it and nail their colors to the mast (as they seem to be doing), or again change it.
I think the issue is actually with the brand name, it was the wrong choice to begin with, out of the 3 founders names they should have just gone with 'Ellis'.
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Re: Logo only on some existing CW models.

Post by Amor Vincit Omnia »

sea_urchin wrote: Mon May 02, 2022 10:10 am I think the issue is actually with the brand name, it was the wrong choice to begin with, out of the 3 founders names they should have just gone with 'Ellis'.
You are right to express your opinion, but I would love to see a justification for it.
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Re: Logo only on some existing CW models.

Post by golfjunky »

Does saying ‘it’s an Ellis’ sound better than ‘it’s a Christopher ward’?
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Re: Logo only on some existing CW models.

Post by sea_urchin »

Amor Vincit Omnia wrote: Mon May 02, 2022 10:20 am
sea_urchin wrote: Mon May 02, 2022 10:10 am I think the issue is actually with the brand name, it was the wrong choice to begin with, out of the 3 founders names they should have just gone with 'Ellis'.
You are right to express your opinion, but I would love to see a justification for it.
Isn't the fact that this is the biggest talking point re CW on this and every other watch forum not justification enough?
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Re: Logo only on some existing CW models.

Post by Amor Vincit Omnia »

golfjunky wrote: Mon May 02, 2022 10:22 am Does saying ‘it’s an Ellis’ sound better than ‘it’s a Christopher ward’?
It’s an interesting point. When I first started looking for a present for my goddaughter back in 2008, the name Christopher Ward struck me as being very English and quite upmarket. I first wondered whether this might be some chap turning out handbuilt watches from a shop in Mayfair. Looking at the prices rather debunked that theory, though Sarah did still get a CW for her 18th birthday. The attraction of the name stuck with me.

She sold it when she was strapped for cash. :?
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