Having waxed lyrical about my Top 5 Microbrands at this year’s WindUp Watch Fair in Chicago just yesterday, I can’t help but feel as if I’ve left someone out. It’s a feeling akin to mentally running through a list of things you might have forgotten when you set off on holiday (“keys, wallet, phone, passport…”), but this time it’s one of my favourite British brands who have been left behind.
Now, somewhat stereotypically for a writer, I’m a sucker for a good story. For instance, I can look at a watch and feel no immediate attraction to it, but once I’ve checked out the brand’s inspiration and origins, my feelings do sometimes change. I’m not talking about PR manufactured stories, or simple clickbait for social media (both of which this industry is already inundated with), but if you can learn to filter out pure authenticity, you’re onto a winner.
That’s where William Wood Watches come in, because the “why?” behind their brand values and design cues are arguably just as significant as the aesthetics or technical specifications of their models.
Founded back in 2016, the British company takes its name from William Wood, CEO Jonny Garrett’s late grandfather. Driven by a passion to blend horology with the heroism of firefighting, Garrett has curated a brand that is both distinctive and purposeful in honouring the life of his grandfather, who served courageously for 25 years in the British Fire Service. Their bold and often quirky designs make use of upcycled firefighting materials which are melted down as a lasting symbol of not only Jonny’s own family heritage but also the heroism of those who have dedicated their lives to fighting fires.
The London-based brand has gone from strength to strength since its inception, culminating in a recently announced partnership with the prestigious Watches of Switzerland Group, who will act as an official stockist of William Wood watches in the UK and the US.
Having attended at multiple WindUp locations over the past few years, CEO Jonny and his team once again find themselves in Chicago for 2024’s watch fair. Having grown exponentially since their founding eight years ago, it didn’t quite sit right to include William Wood in a list of my favourite ‘microbrands’ at the event, but that doesn’t mean I’d like to ignore their presence altogether.
So, if you’re keen to find out what you might expect from William Wood in Chicago this weekend, read on as I take you through the best models from their impressive, and heartfelt, collection.
William Wood Watches Best Models
Fuel Edition - Triumph Collection
Price: £2,525.00 GBP
Released: 2021
First up, a little something from William Wood’s Triumph collection, a range of colourful stainless-steel chronographs with fire engine dials. With the collection now three years old, the Triumph models are available in three standard editions (Heat - red, Oxygen – blue and Fuel - yellow), as well as two special British anniversary editions.
Somewhat restrained compared to some of the brands more recent models (we’ll get to you later, Fire Exit watch), the Fuel Edition is, naturally, rife with fire engine-inspired design cues. Featuring a neutral matte dial with cut-out indices, a chequered seconds track inspired by the markings found on the side of British fire engines, as well as sub-dials located at 3 and 9 o’clock which have been cleverly shaped like the pressure pump gauges found inside fire hose valves, the Triumph models are equipped with the Sellita SW510 Chronograph Movement and arrive on straps made from upcycled fire hose.
The Red Watch – Valiant Collection
Price: £820 GBP
Released: 2021
Now for a more adventurous option (and also one of the brand’s most affordable offerings) the Red Watch, taken from William Wood’s Valiant diving watch collection.
Again, this watch features a vintage fire bell seconds hand and fire engine pattern seconds track with William Wood’s iconic vintage firefighter helmet logo. The Red Watch offers wearer’s William Wood’s slightly toned down, sophisticated answer to a dive watch, with 100m water resistance to boot and a black dial/red bezel combo that isn’t a far cry from the likes of Tudor’s Black Bay models, aesthetically speaking.
Arriving on William Wood’s signature upcycled fire hose strap, quick-release spring bars have been incorporated so you can easily strap swap in favour of one of their nylon offerings or even a more uniform bracelet. Options from the WatchGecko store make the combinations somewhat endless, but we think our Mayday Sailcloth collection would be a good place to start.
Fire Exit – Day Date Collection
Price: £1,495.00 GBP
Released: 2024
Injecting some of the playful charm I so admire from this brand, the Fire Exit watch creatively fuses innovation and fun, taking its inspiration from the universally recognisable fire exit sign. The ‘fire exit sign man’ who can be found in almost every office, airport and shopping mall, takes on a life of his own as he cheerfully trots around the enhanced day wheel at the centre of the dial. The little green man cleverly tells a new story with each day through his actions, ranging from a sleepy Sunday right through to Wednesday’s commute and a Friday night out. The date can also be found at 4 o’clock.
Just as functional as real-life fire exit signs, the Fire Exit watch has been generously finished with C1-grade Super Luminova, with each day of the week, indices, hands, bezel, caseback, and fire exit arrow buckle, emitting a healthy green glow day or night.
The Fire Exit watch comes equipped with the Swiss-Made Sellita SW220 Day Date Movement and has a power reserve of up to 41-hours, 26 jewels accuracy and 28,800 beats per hour.
Dunkirk – Historic Collection
Price: £3,995.00 GBP
Released: 2024
Perhaps the brands most inspiring model yet, the Dunkirk Watch was released to commemorate the 84 th anniversary of Operation Dynamo, commonly known as just ‘Dunkirk’. Operation Dynamo saw 850 “Little Boats”, as well as a handful of better-prepared Naval vessels, brave enemy artillery as they set sail across the Channel on a mission to rescue hundreds of thousands British, French, and Belgian soldiers who had been stranded and left vulnerable to the attack of merciless Nazi troops. The support of the “Little Boats” was crucial to the success of the mission which saw over 338,000 marooned soldiers triumphantly evacuated to safety.
One of these such “Little Boats” was the Massey Shaw, a London Fire Brigade Fireboat whose crew made multiple trips across several days and subsequently saved 600 lives. The Dunkirk Watch is a tribute to this very boat, its courageous crew and the Dunkirk Spirit represented by both.
Custom-built and equipped with the Swiss-Made Sellita SW200, the Dunkirk Watch takes design cues from the twin telegraphs aboard the Massey Shaw and utilises melted down pieces of the boat’s original engine in an unmistakeable homage to the rich history and human stories of WWII.
