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23 April 2015 Christopher Ward has today announced a simple solution to what the company perceives to be a long-standing weakness in the watch industry – one size does not fit all!

The British watch brand has launched a simple but highly effective initiative in their strap range, offering a choice of 3 strap sizes on every watch in the entire range.  A Standard size is used as the default size on all models but, when ordering, customers can opt instead for the alternative of a Small or Large strap, at no extra cost.

As a further development of the company’s passion for customer service, today’s launch brings more choice to the consumer, whatever their wrist size. The strategy is also a significant move away from the tradition of explicitly male or female watches and resonates with the progressive ‘agender’ trend that has taken hold in fashion and accessories.

Mike France, co-founder of Christopher Ward, explains: “Our view of the watch market today is that the demarcation of men’s and women’s watches isn’t really valid, there are simply watches for everyone.

Watch-lovers come in all shapes and sizes but the straps provided are almost invariably aimed at an average width of wrist – and even that varies across brands.  This can actually be a significant factor, potentially excluding lots of people who would love to wear a high quality timepiece. Among consumers with relatively small or relatively large wrists, those who do buy are often then put to the trouble – and added expense – of sourcing a specialist strap.  To us, that seems unfair and a poor service to the customer so we’ve created a convenient and instantly effective solution with our 3 size options: Small, Standard and Large.

Our core aim has always been to bring high quality Swiss watchmaking to as wide an audience as possible. Now we’re ensuring that, whatever your gender and whatever your wrist size, when you buy one of our watches you can do so in the absolute confidence that it will actually fit you – perfectly.”

The new strap options are now available on all Christopher Ward watches, including those with the unique Bader deployment, and the size is simply selected during the online order process.

To highlight the new straps, Christopher Ward featured three of the brand’s ‘CW Challengers’ to demonstrate the perfect fit across the 3 size options.  On the CW size podium Skeet shooter Amber Hill (5’2”) took Small, world champion yachtsman Sam Brearey (6’3″) took Standard and Olympic rower Will Satch (6’4”) the Large.

To place an order or to find out more information, please visit



NOTES to editors:

For more information please contact Sara Ashraf / Anne Kavanagh at Kavanagh

Strap dimensions:

Small fits 14.5-17cm

Standard fits 16-21cm

Large fits 20-24cm