In an era where digital storefronts have become the primary point of contact between brands and consumers, a counter-movement is quietly gaining momentum. Watch companies, even those who built their empires online, are rediscovering the irreplaceable value of physical interaction. This trend is particularly pronounced in the United States, a vast and dynamic market with a burgeoning community of horological enthusiasts. For a brand to commit to a brick-and-mortar presence here is a significant statement of intent, a vote of confidence in both its products and its clientele. Christopher Ward, a company that fundamentally disrupted the industry with its direct-to-consumer model, is now embracing this very strategy, signaling a new phase of its American journey.
The opening of a second US showroom in Falls Church, Virginia, is more than just a retail expansion; it is a celebration of a relationship. To commemorate this milestone and honor the loyalty of its American fanbase, the brand has introduced a special, market-exclusive timepiece. The Christopher Ward The Twelve Ember is a limited-edition variant of their popular integrated bracelet sports watch, crafted in titanium and imbued with details that speak directly to its purpose. It serves not just as a new product, but as a physical embodiment of the brand's success and its commitment to the collectors who fueled it. This release is a carefully considered nod to a market that has become the company's largest and most enthusiastic supporter.
Courtesy of Christopher Ward
To understand the significance of The Twelve Ember and the new showroom, one must first appreciate the path Christopher Ward has taken. Founded in 2004 on the banks of the River Thames, the company entered the watch world with a revolutionary premise: to offer Swiss-made, high-quality mechanical watches at prices that were previously unimaginable. By cutting out the middlemen and operating almost exclusively online, they delivered a value proposition that resonated with a new generation of watch buyers who were more interested in substance and engineering than in legacy marketing and inflated price tags. This English-Swiss entity quickly became the United Kingdom's largest watch brand, building a global following from the ground up.
The brand's identity is a blend of British design sensibility and Swiss manufacturing prowess. This dual heritage has allowed them to create a diverse and compelling catalog of timepieces, from robust dive watches to complicated dress pieces. Their ambition was never limited to simply assembling watches with off-the-shelf components. A landmark achievement came with the introduction of Calibre SH21, the first commercially viable mechanical movement developed by a British watch brand in over half a century. This in-house, chronometer-certified powerhouse demonstrated a technical capability that placed Christopher Ward in a new league, proving they were a serious horological force.
This commitment to innovation has been recognized at the highest levels of the industry. In 2023, the brand's chiming watch, the C1 Bel Canto, received the prestigious Petite Aiguille award at the Grand Prix d'Horlogerie de Genève (GPHG), often referred to as the "Oscars of watchmaking." This was followed by a "Brand of the Year" award from the lifestyle publication T3 in 2024. These accolades are not just trophies; they are validation of a philosophy that prioritizes accessible design, mechanical ingenuity, and a direct, transparent relationship with the customer. It is this foundation of credibility and growth that has paved the way for their expansion across the Atlantic.
The United States has proven to be exceptionally fertile ground for Christopher Ward. The brand experienced a remarkable 66% growth last year, with American wrists now accounting for more than half of all watches sold. This explosive success made the decision to establish a physical presence a logical next step. The first showroom opened in Dallas, Texas, in 2024, providing a hub for enthusiasts in the southern part of the country. Its success has now spurred the opening of a second location in Falls Church, Virginia, strategically positioned to serve the vibrant watch-collecting scene on the East Coast, just west of Washington, D.C.
Courtesy of Christopher Ward
These are not traditional retail stores. Christopher Ward has ingeniously adapted its direct-to-consumer ethos to a physical space by implementing a "stockless showroom" model. Visitors, who are welcomed by appointment to ensure a personalized experience, can handle and try on samples of the entire collection. This setup allows prospective buyers to get a feel for the watches in person—to appreciate the finishing, the weight, and the on-wrist presence—before placing an order. It's a low-pressure environment designed for exploration and conversation, a place where enthusiasts can connect with the brand on a deeper level.
The physical space in Virginia reflects this modern, customer-centric approach. It is a sleek, approachable environment where customers can comfortably interact with the full range of Christopher Ward's offerings. From the GPHG-winning C1 Bel Canto to long-standing favorites like the C60 Trident and C63 Sealander collections, the entire lineup is available to experience firsthand. This hands-on opportunity is invaluable for a product that is so tactile and personal. Furthermore, the brand offers a significant financial incentive for visiting: purchases made at the showrooms have their import duties covered by Christopher Ward, a savings of around 15% compared to online orders.
It is within this context of celebration and expansion that The Twelve Ember was conceived. Limited to just 300 pieces, this watch is a spin on the titanium version of The Twelve, a model that has itself been a runaway success. The name "Ember" is deliberately evocative, meant to represent the glowing embers of a fire and the idea that the Christopher Ward brand is "smoking" hot in the US market. Its availability is strictly limited to the American showrooms and special events like the Wind Up watch fair, making it a true collector's item for the brand's stateside followers.
The foundation of the Ember is the 40mm titanium case of The Twelve. The choice of Grade II titanium is central to the watch's character. While the integrated bracelet sports watch category, famously pioneered by designers like Gérald Genta, is often associated with the substantial heft of stainless steel, titanium completely changes the wearing experience. The case alone weighs a mere 41 grams, a significant reduction from its steel counterpart. This extreme lightness, combined with the material's high strength and hypoallergenic properties, makes the watch exceptionally comfortable for all-day wear without sacrificing its sporty, robust presence.
Courtesy of Christopher Ward
Crafting a watch case and bracelet from titanium is a notoriously difficult process, especially when a high level of finishing is required. The Twelve Ember showcases a masterful execution of this challenge. The distinctive 12-sided bezel, a defining feature of the collection, is a playground of textures. It features a combination of sandblasted, polished, and linearly brushed surfaces that catch the light from every angle. This intricate finishing extends across the sharply creased, architectural lines of the case, creating a visual dynamism that belies the watch's featherlight feel. The case itself is remarkably slim, measuring just 8.95mm in height, allowing it to slip easily under a cuff.
The dial is where the Ember truly distinguishes itself. It features a deep blue surface with a unique stamped texture that is described as "denim". This intricate pattern adds a sense of depth and visual interest, shifting its appearance as the light changes. The applied hour markers are clean, baton-style indexes that have been top-brushed with diamond-polished facets, ensuring legibility and adding a touch of refinement. These markers, along with the handset, are filled with blue-glowing Super-LumiNova Grade X1 BL C1, providing clear visibility in low-light conditions.
Two subtle but crucial details complete the "Ember" theme on the dial. The word "CHRONOMETER," printed just above the 6 o'clock position, is rendered in a vibrant orange. This splash of color is mirrored on the tip of the seconds hand, which sweeps smoothly around the dial. This restrained use of a warm, contrasting hue against the cool blue background effectively captures the idea of a glowing ember, adding a unique personality to the watch without overwhelming the design. It’s a confident and well-executed aesthetic choice.
Flipping the watch over reveals a design element exclusive to this limited edition. The screw-down exhibition caseback, held in place by a 12-sided surround with six exposed screws, features a central medallion deeply embossed with the Stars and Stripes of the American flag. This is framed by engravings denoting it as the "UNITED STATES EDITION" and a "LIMITED EDITION," along with its individual number out of 300. It is an unambiguous tribute to the market for which it was created, a feature that will surely resonate with American collectors and adds a layer of narrative to the piece.
Courtesy of Christopher Ward
Powering The Twelve Ember is the Sellita SW300-1 automatic movement in its highest-grade, chronometer-certified form. This calibre is a well-respected workhorse in Swiss watchmaking, known for its reliability and slim profile, which is a key contributor to the watch's slender 8.95mm case height. The "COSC" designation is significant, as it means each movement has been independently tested by the Contrôle Officiel Suisse des Chronomètres over 15 days in multiple positions and temperatures to guarantee its precision to within -4 to +6 seconds per day.
The SW300-1 operates at a frequency of 28,800 vibrations per hour (4Hz), ensuring a smooth sweep of the seconds hand, and provides a healthy power reserve of up to 56 hours. While partially obscured by the commemorative medallion on the Ember, the movement itself features an Elaboré ‘Colimaçoné’ finish, a testament to the fact that Christopher Ward pays attention to details both seen and unseen. It is a premium engine for a premium version of their flagship sports watch.
A discussion of any Twelve model would be incomplete without mentioning its integrated bracelet. The bracelet is a critical component of the design, flowing seamlessly from the angular lugs. It is constructed from single-faceted links that create a dramatic taper from the case down to the clasp, enhancing ergonomic comfort. The surfaces are meticulously brushed, complementing the finishing on the case. The bracelet is secured by a hidden butterfly clasp, which maintains the clean lines, and features a discreet micro-adjustment mechanism that allows the wearer to fine-tune the fit.
The Twelve Ember is a compelling package. It takes a successful and well-regarded design—the lightweight, highly finished titanium integrated sports watch—and infuses it with a distinct identity and a celebratory purpose. It is a watch that reflects the brand's journey: from an online upstart to an award-winning horological player with a growing physical footprint in its most important market. It is both a tool and a symbol, a high-performance chronometer and a token of appreciation.
Courtesy of Christopher Ward
Limited to 300 individually numbered pieces, The Twelve Ember is available for purchase exclusively at the Christopher Ward showrooms in Dallas, Texas, and Falls Church, Virginia, as well as at select US-based watch fairs. This distribution strategy reinforces its status as a special piece for the American market, encouraging enthusiasts to engage with the brand in person. The watch represents a confident and exciting chapter for Christopher Ward in the United States, a tangible link between the brand and the community that has embraced it so warmly.
Case: 40mm Grade 2 titanium, 8.95mm height, 44.5mm lug-to-lug, 41g case weight. 10 ATM (100m) water resistance. Screw-down exhibition caseback with US flag medallion. Anti-reflective sapphire crystal.
Movement: Sellita SW300-1 COSC automatic. 25 jewels, 56-hour power reserve, 28,800 vph (4Hz). Chronometer certified to -4/+6 seconds per day.
Dial: Deep blue with 'denim' texture. Applied indexes and hands filled with Super-LumiNova Grade X1 BL C1. Orange-tipped seconds hand and "CHRONOMETER" text.
Strap: Integrated Grade 2 titanium bracelet with single-link construction and butterfly clasp featuring micro-adjustment.
Price: $2,175.00
Reference Number: Notes: A limited edition of 300 pieces available exclusively at US showrooms and events. The caseback is uniquely embossed with the Stars and Stripes to commemorate the brand's US expansion.