Christopher Ward’s Value Proposition: Can Swiss Watchmaking Be Affordable?

For years, Swiss watchmaking has been synonymous with exclusivity, prestige, and high price tags. The very mention of Swiss craftsmanship evokes images of hand-assembled movements, premium materials, and meticulous finishing—all contributing to watches that often cost thousands, if not tens of thousands, of dollars. However, Christopher Ward, a British-based brand with Swiss manufacturing, challenges this notion by offering high-quality Swiss watches at a fraction of the price of its competitors.

With in-house movements, premium materials, and innovative designs, Christopher Ward has carved out a unique position in the industry—delivering affordable Swiss horology without cutting corners. But can Swiss watchmaking truly be affordable without sacrificing quality?

At Coveted, the leading destination for luxury watch insights, we explore Christopher Ward’s value proposition, key collections, movement technology, and whether it lives up to the promise of affordable Swiss craftsmanship.

The Christopher Ward Philosophy: Quality Without Overpricing

Founded in 2004, Christopher Ward’s goal was simple: to create high-quality Swiss-made watches at accessible prices. While most luxury watch brands rely on large marketing budgets, retail markups, and heritage-driven prestige, Christopher Ward operates differently by:

✔ Direct-to-Consumer Sales – No middlemen or traditional retail markups, reducing costs.✔ Swiss Craftsmanship – Watches assembled in Biel/Bienne, Switzerland, ensuring top-tier quality.✔ In-House Movements – Development of the Calibre SH21, one of the most affordable in-house automatic movements.✔ Premium Materials – Use of marine-grade stainless steel, sapphire crystals, and chronometer-certified movements.✔ Transparent Pricing – No artificial markups, offering watches that rival brands 2-3x their price.

By focusing on value-driven Swiss horology, Christopher Ward has successfully bridged the gap between affordability and high-end craftsmanship, making mechanical watchmaking accessible to a broader audience.

Christopher Ward’s Key Collections: Affordable Swiss Excellence

Christopher Ward offers a diverse range of timepieces, including divers, pilot’s watches, and dress watches, all built with Swiss precision and premium finishing.

1. Christopher Ward C60 Trident Pro 300 – The Budget-Friendly Luxury Diver

✔ Case Size: 38mm, 40mm, or 42mm ✔ Movement: Sellita SW200-1 automatic movement ✔ Power Reserve: 38 hours ✔ Water Resistance: 300m ✔ Material: Marine-grade stainless steel ✔ Complications: Date function

The C60 Trident Pro 300 is Christopher Ward’s best-selling dive watch, designed as an affordable alternative to the Rolex Submariner and Omega Seamaster. With a sleek ceramic bezel, ultra-legible dial, and robust 300m water resistance, it delivers the look and feel of a premium diver at a fraction of the price.

Who is it for?

• Watch enthusiasts looking for a high-quality Swiss dive watch under $1,000.

• Those who appreciate a modern, tool-watch aesthetic with premium materials.

Pros: ✔ Exceptional value for a Swiss-made dive watch. ✔ Scratch-resistant ceramic bezel and anti-reflective sapphire crystal. ✔ Available in multiple sizes to suit different wrist preferences.

Cons: ❌ Power reserve is lower compared to in-house movements. ❌ No in-house movement (relies on Sellita SW200-1).

2. Christopher Ward C1 Bel Canto – Affordable Haute Horlogerie

✔ Case Size: 41mm ✔ Movement: FS01 automatic movement (modified Sellita SW200-1) ✔ Power Reserve: 38 hours ✔ Water Resistance: 30m ✔ Material: Stainless steel, titanium ✔ Complications: Hour-striker chiming mechanism

The C1 Bel Canto is Christopher Ward’s most innovative and ambitious release—a sonnerie-inspired chiming watch, offering haute horlogerie-level craftsmanship for under $4,000. Its open-worked dial and mechanically striking hour complication make it one of the most affordable chiming watches ever produced.

Who is it for?

• Collectors looking for a complication-driven timepiece without the six-figure price tag.

• Watch lovers who appreciate unique movements and independent design philosophy.

Pros: ✔ One of the most affordable chiming watches on the market. ✔ Striking design with a beautifully executed open-worked dial. ✔ Titanium case option for a lightweight and premium feel.

Cons: ❌ Not widely available due to limited production. ❌ 30m water resistance limits versatility.

3. Christopher Ward C63 Sealander GMT – A Swiss GMT at an Unbeatable Price

✔ Case Size: 39mm ✔ Movement: Sellita SW330-2 automatic GMT movement ✔ Power Reserve: 56 hours ✔ Water Resistance: 150m ✔ Material: Stainless steel ✔ Complications: GMT function

For those seeking a budget-friendly Swiss GMT watch, the C63 Sealander GMT is an incredible alternative to the Rolex Explorer II or Tudor Black Bay GMT. With its sleek 24-hour bezel, COSC-certified movement, and robust construction, it’s a perfect travel companion.

Who is it for?

• Travelers and professionals who want a Swiss-made GMT without the luxury price tag.

• Collectors looking for a high-quality GMT alternative to Tudor or Rolex.

Pros: ✔ Swiss automatic GMT movement at an unbeatable price. ✔ Sleek, modern design with dual-time functionality. ✔ Excellent finishing comparable to brands in the $3,000+ range.

Cons: ❌ Fixed steel bezel instead of a rotating bezel for tracking a third time zone. ❌ Uses an outsourced movement rather than an in-house caliber.

Christopher Ward vs. Other Swiss Watch Brands

How does Christopher Ward compare to traditional Swiss luxury brands like Rolex, Omega, and TAG Heuer?

Brand	Specialty	Price Range	Movement Quality	Value for Money
Christopher Ward	Affordable Swiss watches	$700 – $4,000	In-house & Sellita-based	Excellent
Omega	Luxury tool watches	$4,500 – $12,000	METAS-certified movements	High, but at a premium
Rolex	Iconic Swiss luxury	$8,000 – $50,000	In-house movements	Premium pricing
Tudor	Affordable Rolex alternative	$3,000 – $6,000	In-house & ETA-based	Strong

Why Choose Christopher Ward?

✔ Unbeatable value for Swiss-made watches. ✔ Direct-to-consumer pricing eliminates retail markups. ✔ Independent innovation with designs like the C1 Bel Canto.

Final Verdict: Can Swiss Watchmaking Be Affordable?

Christopher Ward has proven that Swiss craftsmanship can be both high-quality and accessible. By maintaining direct-to-consumer pricing, using premium materials, and developing in-house movements, the brand challenges traditional luxury watchmaking.

At Coveted, we recognize Christopher Ward as one of the most exciting independent brands redefining affordability in Swiss horology. Whether you seek a robust dive watch, an elegant chiming complication, or a versatile GMT, Christopher Ward offers something for every collector at an unbeatable price.