Strong sales at watch retailer Christopher Ward

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Watch company reports sales up 45% on 2009.

Watch brand and retailer Christopher Ward is enjoying buoyant trading with sales up 45 percent year-on-year in the period from March to October.

The company, which sells Swiss-made watches direct to consumers, has credited its affordable prices for the strong sales.

Christopher Ward co-founder Chris Ward said: “While there is a recession, we’re doing very well. People still want luxury and our business model allows us to set price points that are affordable.”

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Christopher Ward sells the majority of its watches, which are designed by its team in England but constructed in Switzerland with Swiss parts, through its website with a small number of phone orders. The company prides itself on selling Swiss-made watches without the inflated price points created by hefty marketing investment, as seen at many Swiss watch brands.

The company is promoting itself through affiliate marketing, pay-per click schemes and this year has trialled running targeted ads in niche magazines, such as diving and aviation titles.

Looking to the future, Ward said that the “ultimate goal” for the brand is to improve its distribution network and have its watches shipped directly from Switzerland. The company is still looking at a way to do this without compromising its English branding.

Christopher Ward was founded in 2004 and sold its first watch in 2005. It now sells 15,000 men’s and women’s watches a year with an average price point of £250.

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