Christopher Ward Forecasts $100 Million in Annual Sales
Christopher Ward forecasts annual sales of $100 million for its financial year ending in March 2027, managing director Mike France told WatchPro on November 2. The figure is a projection for the current year. It follows France’s interview with Esquire’s About Time newsletter about the company’s expanding workforce, engineering capacity and showroom network.
New buyers still drive the business
France told Esquire that new customers represent 65–70 percent of the brand’s buyers each year. He described entry-level Sealander and Trident models as central to attracting those customers, who may later move to watches with more complicated movements.
The company’s direct sales model also supplies information about buying behavior. France said Christopher Ward divides its audience into approximately forty segments, including groups based on how many watches a customer owns. That information helps shape its communications with different collectors.
He put the workforce at about 270 people and said the engineering, design and supply-chain teams had grown. That expansion allows several development projects to progress at the same time.
Showrooms alongside online sales
According to WatchPro, a Chicago opening in May brought Christopher Ward’s showroom network to seven locations. The report also identifies Maidenhead, London, Liverpool, the Dallas area, Falls Church and New York. France described further North American expansion as an ambition, with a possible network of thirty locations.
In the Esquire interview, he said physical showrooms also support online sales. The company is developing a new atelier in Biel, with a spring opening dependent on permits.
France credited the Bel Canto with increasing both sales and internal capabilities. He also described a further complication under development, and said a working model still has to be completed; a launch in spring 2028 is a target, not a confirmed date.
The reported business figures
- Sales outlook: $100 million for the financial year ending March 2027, according to Mike France via WatchPro.
- Workforce: Approximately 270 people, according to France’s Esquire interview.
- Showrooms: Seven locations, as reported by WatchPro on November 2.
Sources: WatchPro, November 2, 2026; Christopher Ward, official company story.
