CHRISTOPHER WARD WOMEN
“Yet again it was the feedback from our loyal customers that encouraged us to rethink and expand our women’s collection.”
to ensure that we have the best-possible selection, from classic styles to fashionable and fun models.”
Whether she is 27 or 72 or anything in between, the Christopher Ward woman is happy in her own skin. She knows what she likes and what suits her, but she is not one- dimensional. Like her wardrobe, her watch collection will have different models for different moods and occasions. And she definitely likes to receive watches as presents! With this overall analysis in mind, four themes make up the new women’s collection, which now numbers an impressive 45 different models. The Modern Classics theme comprises the Victoria and Constance styles. In round or tank watch options, these are personified by timeless designs that have close links to popular Christopher Ward men’s watches, notably the C5 Malvern series and the C9 Harrison Automatic. Reference points from other watch brands include the Patek Philippe Calatrava, and the IWC Portuguese and Portofino models. Fashion-wise, the Victoria and Constance watches would ideally complement the likes of classic Aquascutum and Burberry outfits. As the title suggests, the Vintage Casual theme is sportier, concerned more with every day or weekend use. Ideal to wear with jeans and cashmere from Ralph Lauren, Burberry or Laura Ashley, the Emily and Charlotte watches are obviously related to Christopher Ward’s retro-styled models such as the C5 Aviator series. Outside influences include the Hermès Cape Cod and Rallye styles and IWC’s Vintage collection.
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Bringing a totally new look to the Christopher Ward catalogue is the Iconic theme, which is covered by the new Alex and Alex Sport models. Designed for the woman who might wear Michael Kors, Stella McCartney and Alexander McQueen, the range has echoes of the Calvin Klein Bold Square and Cobblestone watches, the Mini Waterloo, Signature Etched and Rectangular Rivet models from Burberry. The Trend theme includes the already popular Christopher Ward Matisse watches and the equally bright and vibrant new Loveheart selection. While some women might wear these vivacious styles all the time, they make excellent fun second or third watches. Considerable thought has been given to four ranges, but they are not mutually exclusive. The idea is that the four themes have over-lapping appeal, so that their target customer groups are linked like the Olympic ring logo.
The branding concept was finalised with Christopher Ward’s design agency, Toyas O’Mara. Partner Jason O’Mara explains how the Iconic / Alex theme was envisaged: “Like all Christopher Ward customers, the Alex woman is attracted to something different and she is looking for more individual watches at affordable price points. She herself is an individual with a multi-faceted personality. Shopping is a major pastime and she likes to have fun with fashion. She is looking for on-trend items that can work from day into evening, but she also wants the one-off ‘special occasion’ watches that she uses when she wants to ‘dress to impress’.”
Orderline 0844 875 1515
top row from left to right; Victoria S30 ROM SWS £250.00; Victoria R30 SWK £199.00; Iconic bracelet black N22 BK £175.00; Iconic watch silver N22 SSS B £275.00
middle row from left to right; Emily S21 DEC SWT XL £199.00; Emily DS21 DEC SWT XL £425.00;
bottom row from left to right; Iconic bracelet silver N22 BS £125.00; Iconic watch anthracite N22 CCC B £275.00; Iconic gold N22 GGK £250.00; Iconic black N22 KKK £250.00; Alex Sports old gold N22 CHR SGS £299.00
On the Alex N22 styles, the intriguing
pyramidal metal watch strap, which is available in four finishes, is a radically different look for Christopher Ward. Its shape is reminiscent of the studs so beloved in the punk era and its style number N22 just happens to be the postcode for Alexandra Palace in London, the scene of many a punk gig by the likes of Siouxsie and the Banshees. Christopher Ward expects many of its customers to have fond memories of this lively era.
The Alex watches feature straps in
diamond-embossed leather or studded metal. To complement the watches, there are also a number of Alex bands or braceletes to be worn on the wrist. As a busy individual who likes online shopping, the Alex customer and every other client for the new women’s watches will love the experience of dealing with Christopher Ward. Its high service levels and its excellent 60:60 no-quibble, money-back guarantee are just the sort of standards all women appreciate.
Once again, Christopher Ward is proving to be ahead of its time. View the full 2011 Women’s Collection online at
christopherward.co.uk
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