Watches of Switzerland announces deal with William Wood

By

Nigel TAYLOR

Published
May 31, 2023

The Watches of Switzerland Group has partnered with the British luxury brand William Wood Watches.

The latter is known for its commitment to upcycling and charity work and was founded by Jonny Garrett, grandson of a British firefighter, “who was inspired by his grandfather’s bravery and dedication to serve others”. 

It’s certainly an interesting story. The brand’s watches are made from upcycled firefighter materials, including brass from 100-year-old British firefighter helmets, and hoses used by fire departments around the world. 

Craig Bolton, President of the Watches of Switzerland Group UK and Europe, described the partnership as “a natural fit, as both brands share a commitment to luxury and sustainability” as it becomes “the first retailer to bring this brand to the UK and US market.”

Garrett added: “As the best in the world at what they do, it was the perfect partnership to enter into the luxury retail market. We admire that the Watches of Switzerland Group are advocates of helping make the watch industry more sustainable, which is highly aligned to our core values of upcycling firefighter materials into our luxury watches and donating back to firefighting foundations around the world.”

With its range of timepieces priced from £520 to £2,525, it includes the Triumph Collection chronograph range, inspired by the brand’s deep firefighting heritage, and the Valiant Collection, “inspired by the bravery and dedication of firefighters”.