In what is becoming a less and less surprising move these days, Christopher Ward has announced that it will be implementing an across-the-board price increase, effective Monday, April 4.
In an email to the brand’s customers, CEO and Co-founder Mike France indicated that recent issues throughout its supply chain had increased cost for the brand. France opted to give existing and would-be customers “a little advanced notice,” which will likely yield a surge in sales ahead of the April hike.
We’ve been hearing these woes from just about every brand out there. Whatever COVID’s current health impact may be, the effect it has had and will continue to have on global commerce is being felt in every industry. This is especially true as China–where some or all of the manufacturing occurs for most watches–continues to struggle with outbreaks and shutdowns.
That said, it seems the smaller, more affordable brands are feeling it more intensely. These brands tap into existing supply chains, often utilized by myriad others, forcing manufacturers to prioritize their largest customers–and leaving the rest scrambling. Behemoths like Swatch and Rolex, on the other hand, effectively control their supply chains–and who has access to them–softening if not entirely deflecting the blow. That said, TAG Heuer and Hublot (both LVMH brands) have also announced upcoming price increases, citing “supply tensions.” It seems no one is entirely immune.
While it’s unclear how large the increase will be for Christopher Ward, France said that new pricing will still allow it to offer the “best value premium quality watches in the world.” If you’ve been hemming and hawing over a new C63 Sealander or a C1 Moonglow, now is the time to pull the trigger.
