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\nPhoto: Rebecca Silvestri l Local Profile\u00a0 <\/p>\n
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<\/p>\n
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\u2019t just embrace the brand. It validated the business model, shaped its future and became the blueprint for Christopher Ward\u2019s national growth.<\/p>\n
\u201cIt was never about a big budget,\u201d says Michael Pearson, North American Brand Director for Christopher Ward. \u201cIt was, if we can do it here, if we can make it feel like Christopher Ward, elevated but not too much, then we\u2019ll earn the right to grow.\u201d<\/p>\n
They did. And quickly.<\/p>\n
Where Online Trust Met In-Person Connection<\/p>\n
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.<\/p>\n
Frisco became the testing ground.<\/p>\n
Located at The Shops at Starwood, the showroom is appointment-only, but the atmosphere is warm and relaxed. \u201cThis is like coming into our house,\u201d Pearson says. \u201cPeople sit for an hour, try everything on, and we give honest feedback. No pretentiousness. No pressure.\u201d<\/p>\n
What surprised the team most was how far people were willing to travel. \u201cWe\u2019ve had people fly in, bags in hand, straight from DFW,\u201d he notes. \u201cThey just wanted to see the watches in the metal.\u201d<\/p>\n
\nPhoto: Rebecca Silvestri l Local Profile\u00a0
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Craftsmanship And Value That Turn Heads<\/p>\n
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.<\/p>\n
\u201cPeople assume a thousand-dollar watch is going to be crap,\u201d Pearson laughs. \u201cOur goal is to make sure that a thousand dollars feels right.\u201d<\/p>\n
Local touches have resonated as well. The sporty \u201cFrisco Orange\u201d 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. \u201cI wanted something an American would recognize, but not something shouting red, white and blue,\u201d Pearson says.<\/p>\n
Frisco Became The Proof And The Launchpad<\/p>\n
The success of the Frisco showroom changed the company\u2019s trajectory. Initially planned as a test, the location quickly became a model for how Christopher Ward could grow across the U.S.<\/p>\n
Within months, the brand opened its second showroom in Falls Church, Virginia, followed this December by a flagship location in New York\u2019s Soho neighborhood.<\/p>\n
\u201cFrisco showed us what was possible,\u201d Pearson says. \u201cHands-on time mattered. The appointment-only model worked. And North Texans cared about craftsmanship, not just status.\u201d<\/p>\n
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.<\/p>\n
\u201cWe\u2019ve found some great people who help tell our stories,\u201d Pearson says. \u201cAnd that\u2019s what makes this place special.\u201d<\/p>\n
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\nPhoto courtesy of Christopher Ward
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Plan Your Visit<\/p>\n
Christopher Ward Frisco Showroom
\nThe Shops at Starwood
\n5285 Dallas Parkway, Suite 510
\nFrisco, TX 75034<\/p>\n
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