What would make CW Great?

Discuss Christopher Ward watches
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Re: What would make CW Great?

Post by Kip »

Internaut wrote: Wed May 04, 2022 4:25 pm On the customer service side, perhaps if they could consider answering emails?
They do. The question(s) is how many have you sent, how and to whom?

Have you considered a phone call?

There has to be more to this complaint than presenting the impression that they never answer emails.
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Re: What would make CW Great?

Post by CWgeek »

No one or no business is “perfect”.

CW, I believe, is doing a good job of bringing value and variety to the hobby.
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Re: What would make CW Great?

Post by thomcat00 »

Internaut wrote: Wed May 04, 2022 4:25 pm On the customer service side, perhaps if they could consider answering emails?
The one time I “didn’t” get an answer to one of my emails to CW, I discovered it was that I’d overlooked the reply. The employee had replied from their work email instead of from the department account I was expecting, e.g. jane_smith@cw.com rather than customer_service@cw.com.

Worth checking again. YMMV
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Re: What would make CW Great?

Post by Thegreyman »

What would make CW great (again)? Appointing a certain former politican as President of the company? :lol:

Seriously though, without reading all the preceding posts so apologies if this has all been covered:

1. Either sticking to the original 5 year guarantee or making it 4 years, the whole servicing requirement to access 60:60 is just a bit of a nonsense and creates bad feeling.

2. Guarantee to retain parts for at least a minimum period (given the movements are fairly standard ETA/Sellita in most of the watches) then we are only talking case, handset, crystal, crown etc- fairly limited list of parts. For the SH21 it's a given I assume that they will be able to service/repair these well into the future.

3. Ditch the £100 voucher and just take £100 of the whole range of watches, it's just a gimmick. The sales I have no problem with, it is generally surplus stock or returns in the sale and that is just like every other business.

4. I'd personally have retained some wordmark below the twin flags, maybe a simple CW, however I'm not a marketing or brand expert so I'm sure they know what they are doing re this.

5. I think it would be good to reintroduce some dress/motorsport/aviation watches even by using existing model architecture such as the C65 case. CW always had a wide range of watches appealing to many, it has gone somewhat narrower in recent times tending towards dive watches.

6. Retain some models for a longer period. Some modest model evolution would probably be preferable to wholesale changes every couple of years.

Recognising that 5 and 6 are somewhat influenced by commercial considerations. CW has also not been particularly profitable to date and so the pressure to replace slow selling lines will be high e.g. the C65 Trident diver which I deduce wasn't as successful as they had hoped.

7. Keep some entry level models at a lower price point (e.g. using non COSC more basic movements) to keep the brand very accessible, whilst at the same time continue with higher end horological pieces such as the Concept.

8. Keep investing in QC and CS. I'd say it is noticeable that there haven't been so many QC issues reported on the forum as there were in previous years so that does seem like an improvement.
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Re: What would make CW Great?

Post by richtel »

I've been watching this thread with interest. I've not much further to add apart from one aspect which has already been touched on- the movements.

CW needs to continue differentiating itself from other brands in terms of quality and value. Other than it's GMTs and SH21s, CW conforms to the current market in leveraging the cheap and reliable(ish) Swiss Sellita SW200 basic three-handed movements. I think there are alternatives they could consider- such as the SW300-1a. That movement is the 3-handed version of the SW330 now deployed across all CW's GMT watches- it's the same size (a little thinner IIRC), doesn't suffer from rotor issues in the same way and, crucially, has a PR of 56 hours. It's also the same movement (or a variant of) that you see on the rear of many Longines, Bremont etc.

Just feels like a relatively small and low cost change might help further draw CW out of the Swiss masses and demonstrate added value in function as well as form.
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Re: What would make CW Great?

Post by WileyECoyote »

Thegreyman wrote: Thu May 05, 2022 7:31 pm What would make CW great (again)? Appointing a certain former politican as President of the company? :lol:

Seriously though, without reading all the preceding posts so apologies if this has all been covered:

1. Either sticking to the original 5 year guarantee or making it 4 years, the whole servicing requirement to access 60:60 is just a bit of a nonsense and creates bad feeling.

2. Guarantee to retain parts for at least a minimum period (given the movements are fairly standard ETA/Sellita in most of the watches) then we are only talking case, handset, crystal, crown etc- fairly limited list of parts. For the SH21 it's a given I assume that they will be able to service/repair these well into the future.

3. Ditch the £100 voucher and just take £100 of the whole range of watches, it's just a gimmick. The sales I have no problem with, it is generally surplus stock or returns in the sale and that is just like every other business.

4. I'd personally have retained some wordmark below the twin flags, maybe a simple CW, however I'm not a marketing or brand expert so I'm sure they know what they are doing re this.

5. I think it would be good to reintroduce some dress/motorsport/aviation watches even by using existing model architecture such as the C65 case. CW always had a wide range of watches appealing to many, it has gone somewhat narrower in recent times tending towards dive watches.

6. Retain some models for a longer period. Some modest model evolution would probably be preferable to wholesale changes every couple of years.

Recognising that 5 and 6 are somewhat influenced by commercial considerations. CW has also not been particularly profitable to date and so the pressure to replace slow selling lines will be high e.g. the C65 Trident diver which I deduce wasn't as successful as they had hoped.

7. Keep some entry level models at a lower price point (e.g. using non COSC more basic movements) to keep the brand very accessible, whilst at the same time continue with higher end horological pieces such as the Concept.

8. Keep investing in QC and CS. I'd say it is noticeable that there haven't been so many QC issues reported on the forum as there were in previous years so that does seem like an improvement.
Nice to read your well thought out comments. If you look back at my summary post, I think that you will find that we agree on several points! What you are suggesting makes a lot of sense. In particular, logic suggests that the length of warranty & required service time should be the same! Keeping the basic parts for reasonable amount of time should be a given. If not, we are buying disposable watches! That is the downside of constantly changing product lines. Plenty has already been written about taking the company name off the watch dial. I do believe it is a marketing mistake because the twin flag logo is not instantly recognizable outside CW’s fans. Hard to imagine Rolex or Omega taking their name off their dial. People do pay for brand recognition. Lastly, I agree that more financially accessible models like the Sealander Automatic should be kept & introduced. Using the improved movement with the 56 hour power reserve would be a very positive improvement.

Delmar
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Re: What would make CW Great?

Post by Internaut »

Possibly CW needs some sort of (perhaps limited) additional channel? I say this because some of the most influential watch people, on places like Youtube, are also dealers* and while they might give a nod to CW they will not give too much bandwidth to something they can't sell. This inevitably limits the kind of free (or very cheap) exposure that all businesses love.

* Thinking the likes of Teddy Baldassarre.
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