Christopher Ward’s U.S. Mission: Time for a British Invasion

If you’ve spent any time in the U.S. watch scene over the last few years, you’ve probably crossed paths with Mike Pearson. And if you haven’t, you’ve almost certainly crossed paths with someone who has—he’s everywhere. Mike’s the kind of guy who can make a 38mm Sealander feel like it was forged by Hephaestus himself, and somehow still get you to follow him on Instagram out of pure charisma.

I recently visited Christopher Ward’s brand-new showroom just outside Dallas, Texas—their only showroom in the United States (for now), and only the second in the world aside from their HQ in Maidenhead, England. It’s a sleek, cozy space with a warm, unpretentious vibe—think “Texas hospitality meets Swiss finishing.” It’s clear CW isn’t just selling watches here. They’re building a movement.

Under Mike’s leadership in North America, the brand is making a serious play for the American market, but in a fun way. He’s been riding Aeolian winds from trade show to trade show with Valour and a duffle full of Bel Canto’s, like a man who’s gone Loco, amplifying the good name of Christopher Ward—and his amps don’t go to eleven, they go to Twelve.

And now he’s building a team of fellow enthusiasts and communicators to run these showrooms—not watch snobs, not luxury watch salespeople, but real people with a genuine love for horology. What CW is doing feels personal, scalable, and a little bit revolutionary. Honestly? We may be witnessing the future of modern watch retail unfold right before our eyes.

When I finally arrived at the Christopher Ward showroom—two hours delayed and rolling in at 8:30 p.m.—I was sure I’d missed everything. Mike had arranged for the Dallas Watch Crunch group to meet there, and I was supposed to join them around 6. I was excited for the event, but showing up that late had me feeling deflated. To my surprise, though, a dozen or so members were still there, waiting to welcome me in and invite me to join the conversation like no time had passed at all.

The vibe was joyous, the watches were abundant, and the drinks were plentiful (which, after my travel day, felt nothing short of medicinal). It was an unconventional introduction to the Dallas showroom, but just the welcome I needed to feel like I was ready to rock n roll.

And boy did I need that energy because I spent the next full day in the showroom while the team conducted business as usual. What does that look like for Christopher Ward?

The showroom runs by appointment, but they’re happy to accommodate walk-ins whenever they can—always keeping the scheduled appointments front and center. They typically host two appointments per hour, which lets two individuals or small groups enjoy a personalized experience: learning about the brand, sipping something refreshing, and getting hands-on with the full Christopher Ward lineup.

Right off the bat, they’ll ask what brought you in—whether there’s a specific watch you’re after or if you’re just browsing. That way, they can shape the visit to you. And if you just want to stop by, see some watches, and shoot the horological breeze (again, this is Texas—don’t take that literally), you’re absolutely welcome to do that too.

There are no white gloves, no counters keeping you at arm’s length, and definitely no glass cases to tap on. Just pick up a watch and try it on. The team will mix and match straps, talk through your tastes, ask about what you like to wear—whatever helps you connect to the pieces. But more importantly, they’re there to connect with you.

And they mean it. I lost count of how many times I saw someone on the team give out their personal cell or direct email. And these aren’t commission-hungry salespeople—they’re salaried, passionate watch nerds who genuinely care about the community and the products they represent. 

One thing Mike Pearson made very clear during my visit: he doesn’t want anyone walking into the Christopher Ward showroom to feel that all-too-familiar boutique luxury awkwardness—the kind you get at big authorized dealers, where everyone’s in a cold suit and you’re afraid to touch anything.

Here, the vibe was different. The team looked sharp, but not stuffy. Jacob, one of the sales reps, was rocking a fresh pair of Nike Dunks that I couldn’t stop staring at. Trey, the Showroom Manager, wore a forest green polo and classic high-top Chucks. Mike? Tapered jeans and cool-guy boots that said, “Yeah, I know watches and good leather.” In a world where outfits can create barriers, this felt more like pulling up a chair at a friend’s place to talk watches and life.

Trey picked me up from my hotel that morning, and we bonded quickly over a shared love of music—we both play guitar. It’s always fascinated me how watches, those tiny feats of engineering, seem to draw in both mathematical minds and creative souls alike. 

Once we got to the showroom, I met Jacob—a newer addition to the team, and someone I connected with right away. Before Christopher Ward, he was a middle school English teacher. And as a fellow former teacher, I can say with full authority: if you can hold the attention of a room full of 13-year-olds, you can sell a watch to anyone.

There’s a new member of the team I, sadly, didn’t get to meet—her first day at the showroom was just a few days after I left. Her name is Sabah, and she was recruited as part of a tag-team scouting mission by Mike and Trey.

Oh, and small detail: Sabah studied neurobiology at Arizona State. So, if you walk into the showroom and find yourself wondering who the smartest person in the room is… it’s probably her. So, when you go visit the Dallas showroom, you can ask Sabah to explain free-sprung balances to you while you’re sipping your espresso… a cakewalk compared to describing the structure and function of the nervous system.

I met Mike Pearson when he worked for Zodiac at Wind-Up NYC a few years ago. I was an enthusiast who didn’t work in this industry, and I didn’t know anyone in it. But I remembered Mike as he was so personable in the couple of minutes I spoke with him.

The Zodiac booth was busy, and while conventions can be tiring, Mike didn’t show fatigue. Even after speaking with hundreds of people, when he spoke with me, I had his attention. It’s hard to explain, but you feel when something is just a job to someone, and when they derive energy and delight in what they do. I tried on a couple of watches, didn’t buy anything, but felt as though I had a meaningful interaction with another person.

Years later, I now understand just how integral Mike is to this community. He’s a connector, a booster, someone who shines a light on others. There’s no better person to represent Christopher Ward as it levels up in America.

During my time in Dallas, Mike and I dug into how the brand is carving out its place in the U.S. market. "The biggest challenge isn’t a misconception—it’s simply awareness,” Mike told me. “Many Americans still haven’t heard of CW, or they assume the accessible pricing means lower quality.” Which, of course, we as enthusiasts know is not true. Christopher Ward maintains an approachable pricing strategy through its direct-to-consumer sales and a promise not to exceed a 3x markup on its watches.

There are also clear differences between U.S. and U.K. buyers. British customers have seen the brand grow over nearly two decades, while many Americans are encountering it for the first time—especially since the launch of the Bel Canto. Customer service expectations also differ; U.S. buyers expect quicker communication, which Mike is working hard to deliver through his team and showroom experience. 

When it comes to community, Mike lit up. He spoke highly of shows like Windup by Worn & Wound, Intersect, and District Time, all of which help connect CW with enthusiasts face-to-face. That personal connection—taking watches off the screen and putting them on wrists—is a big part of his mission.

Looking ahead to 2026, “success means continuing momentum, opening more showrooms, and growing the team without losing the brand’s direct-to-consumer soul,” he said. As for partnerships, Mike’s got his eye on Men in Blazers with the World Cup coming to the U.S.—and maybe even Superman, if he’s available.

Finally, if you’re just getting started with Christopher Ward, I asked what Mike would recommend to start a brand collection. “A killer three-watch starter pack: the Trident Pro 300, the Sealander GMT, and the C12 Twelve Titanium. Once those are in the box, you’re ready for the Bel Canto. Hopefully.” 

If there’s one thing I took away from my time in Dallas, it’s that Christopher Ward isn’t just entering the U.S. market—they’re doing it their way. No pomp. No polish-for-polish’s-sake. Just great watches, great people, and a genuine desire to connect with a community in a way that only Christopher Ward can.

Mike Pearson and his team are building something different. Something personal. Something that feels like a love letter to the enthusiast—the kind of person who nerds out over specs and movements, but also appreciates a solid hangout and a cold drink. If CW keeps this up (and I believe they will), they won’t just win over the hearts and wrists of American buyers—they’ll help redefine what modern watch retail can be.

So go ahead. Book an appointment. Swing by the showroom. Try on watches to your heart’s content. You might walk out with a new watch—or at the very least, a few new friends. And if you’re lucky, maybe Mike will even let you try on his boots.

Time will tell. But something tells me Christopher Ward’s moment in America is only just beginning.