The reply from the Head of Customer would be 'we have a policy', but I have all the proof to show that the brand themselves offered an indefinite 15% discount. Lindsay, this is absolutely horrible.
I have followed Christopher Ward for some time and, despite the lack of traditional heritage, I truly admired the brand’s direction. I was prepared to make my first watch purchase here - specifically the The Twelve (Nebula Purple) in Titanium. However, the customer service experience has been disappointing enough to halt that purchase entirely.
The Incident
In November 2025, a visit to the London showroom was scheduled with my cousin, a prominent distributor in Europe for some huge watch brands. Christopher Ward cancelled the appointment either on the day or the day prior (not 100% sure but it's one of the two) without explanation. To rectify this, the Head of Customer Operations offered a 15% discount as a token of appreciation for the inconvenience. Due to my cousin leaving London the day after the appointment (as he was visiting while I am living here), we could not redeem it immediately.
The Failure in Service Recovery
When my cousin reached out recently to honor that specific offer and kind gesture for my upcoming purchase - noting that my brother (his other cousin) had also just purchased a watch (also his first timepiece) from the showroom two weeks ago - the response was unacceptable:
The Excuse: I was told the individual who "promised" the discount had left the company, and therefore it would not be honored.
The "Counter-Offer": They offered a complimentary strap instead. This is something the showroom sales staff already offers to walk-in customers as a standard courtesy. Offering a "standard" perk as a "special" solution is disingenuous. They already done that with my brother.
The Escalation: Even after escalating to the COO, the brand remained firm. They are willing to lose a multi-watch household over a previously promised 15% gesture.
Final Assessment
Christopher Ward produces high-quality, affordable timepieces, but they currently exhibit an unearned ego that doesn't align with their standing in the industry. They are not Rolex or Breitling; they do not have the heritage to justify treating customers as disposable.
If a brand cannot maintain the integrity of a promise made by its own Head of Operations/Head of Customer simply because of staff turnover, they lack the operational maturity required to grow into a truly "great" brand. I had hoped to be a long-term customer, but until they prioritize customer care over rigid, short-sighted policies, I will be taking my business elsewhere.
I am open to being contacted by the brand to fix what has been broken, but in the meantime - there is a lot to fix. Drop the ego, and honor your promises people.
Claim your business profile now and gain access to all features and respond to customer reviews.
Christopher Ward, founded by Christopher Ward, Mike France and Peter Ellis in 2004, is a British luxury watch company.
Every watch is designed in England and handmade in Switzerland. From the award-winning Bel Canto to our rugged Trident dive watches and versatile Sealander collection, each piece blends innovative engineering with timeless British design.
