After a year in Frisco, the English-designed, Swiss-made watch brand has proved a global concept and built a loyal North Texas community in the process
When Christopher Ward opened its first modern U.S. showroom in Frisco last year, even the team called it a gamble. The British watchmaker had built two decades of success online, not in brick-and-mortar spaces. But one year and more than 1,400 appointments later, Frisco didn’t just embrace the brand. It validated the business model, shaped its future and became the blueprint for Christopher Ward’s national growth.
“It was never about a big budget,” says Michael Pearson, North American Brand Director for Christopher Ward. “It was, if we can do it here, if we can make it feel like Christopher Ward, elevated but not too much, then we’ll earn the right to grow.”
They did. And quickly.
Where Online Trust Met In-Person Connection
For almost 20 years, Christopher Ward was known for English design, Swiss mechanics and fair, transparent pricing, all sold online. But the team always wondered what would happen if customers could finally see, feel and try on the watches in person.
Frisco became the testing ground.
Located at The Shops at Starwood, the showroom is appointment-only, but the atmosphere is warm and relaxed. “This is like coming into our house,” Pearson says. “People sit for an hour, try everything on, and we give honest feedback. No pretentiousness. No pressure.”
What surprised the team most was how far people were willing to travel. “We’ve had people fly in, bags in hand, straight from DFW,” he notes. “They just wanted to see the watches in the metal.”
Photo: Rebecca Silvestri l Local Profile
Craftsmanship And Value That Turn Heads
While the brand is known among watch enthusiasts for ambitious mechanics, especially the Bel Canto, a chiming watch typically seen at far higher price points, many Frisco visitors are surprised by the accessibility.
“People assume a thousand-dollar watch is going to be crap,” Pearson laughs. “Our goal is to make sure that a thousand dollars feels right.”
Local touches have resonated as well. The sporty “Frisco Orange” colorway, created specifically for this market, has become a customer favorite. So have U.S.-exclusive models like the Ember, a patriotic nod designed with subtlety in mind. “I wanted something an American would recognize, but not something shouting red, white and blue,” Pearson says.
Frisco Became The Proof And The Launchpad
The success of the Frisco showroom changed the company’s trajectory. Initially planned as a test, the location quickly became a model for how Christopher Ward could grow across the U.S.
Within months, the brand opened its second showroom in Falls Church, Virginia, followed this December by a flagship location in New York’s Soho neighborhood.
“Frisco showed us what was possible,” Pearson says. “Hands-on time mattered. The appointment-only model worked. And North Texans cared about craftsmanship, not just status.”
But perhaps the most meaningful lesson was community. The Frisco team now hosts collectors, newcomers, business travelers, veterans and first responders, groups the company supports through partnerships with organizations like Shields & Stripes, Blue Marine Foundation and homelessness initiatives.
“We’ve found some great people who help tell our stories,” Pearson says. “And that’s what makes this place special.”
Photo courtesy of Christopher Ward
Plan Your Visit
Christopher Ward Frisco Showroom
The Shops at Starwood
5285 Dallas Parkway, Suite 510
Frisco, TX 75034
Visits are by appointment to ensure each guest receives personal, dedicated time.
Book at ChristopherWard.com, selecting the Frisco showroom.
Photo courtesy Christopher Ward