developed a huge resource for marketing research as well as a means of building up an informal Christopher Ward owners’ club, without calling it anything so staid. If someone wants to buy a watch and forget the manufacturer, that is of course fine. If they’d rather build some sort of relationship, if they’re interested in watches, then they might get some sort of input into future designs.
The forum has built up and today it includes new elements, including Christopher Ward himself and the rest of the team taking part in question and answer sessions, and forum meetings at Christopher Ward’s offices. “People join because they’re interested in
and the C70 Brooklands is an extremely popular model in spite of the critics. But we realised that we’d gone too far in one particular direction with last year’s releases, so from this year onward we’ll be looking more carefully at the balance – the traditional with the sports models.”
This is real influence and the members know it. They also get to influence individual designs. As this publication went to press some of the watches in it were at the preview stage; one member is querying a circular blob at the end of a second hand on one of the models. He thinks it looks like an onion. Others disagree and
IF THEY’RE INTERESTED IN WATCHES, THEN THEY MIGHT GET INPUT INTO FUTURE DESIGNS
watches. When we meet we have a great time,” Mike says. Annually, the company asks what forum members would like to see in a watch; it takes the advice and designs something as an exclusive limited release for members only. It also offers previews of forthcoming ranges, and has learned a lot from some of the reactions. Last year, for example, the development of a number of sports models – particularly the C70 Grand Prix Collection – led some commentators to think that Chris was abandoning the traditional, simple style for which he had become known.
“They thought he’d somehow
sold out,” says Mike. “Nothing could be further from the truth
I have no idea whether it’s going to be retained for the version that goes into release, but the comment will be taken seriously. It’s worth stressing that most private businesses go through hoops in order not to let the customers, or the press, see what they’re working on in advance, preferring a great big launch event (just think of Apple’s iPad earlier this year – loads of speculation as to what it might be and whack, it’s arrived). Christopher Ward’s openness not only to sharing plans but to taking feedback is highly unusual.
Although the brand and indeed Chris himself have gone onto Twitter, Mike believes the forum is where the business’ social media
We comment sometimes, share new designs and listen to the
feedback – positive and negative.
effort will remain for the moment – just because it’s paying so handsomely. People genuinely enjoy taking part, or they wouldn’t bother. It gets people exclusive watches they won’t see elsewhere and they get a feeling of community. This social marketing of an internet business has worked spectacularly. Which is why, despite the
brand’s worldwide growth and success, you still won’t see Daniel Craig getting paid to wear a Christopher Ward watch. But if he wants to buy one or just have some sort of say in what the next version’s going to look like, he’s more than welcome to join in.
Guy Clapperton is author of This Is Social Media. He owns more Christopher Ward watches than he has wrists.
24/7 Orderline 0844 875 1515 17
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52