For when you need more time…

Mixing Your Watch Passion with the Rest of Your Life

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Flag on summit

Marketing in the watch world comes in all shapes and sizes. Breitling have Beckham, Longines have Simon Baker from The Mentalist and Christopher Ward have Mount Christopher Ward. What? Well read on and you will see…

I am a sucker for fun watch marketing, for example I loved the Tudor advert they made when they launched their new Tudor Heritage Chronograph, which you can see here and indeed I quite like watching Beckham promoting Breitling, but Christopher Ward often have a different way of doing things and their way inspired me to get off my butt and mix up my enjoyment of walking with my love for watches. So below is what they did.



English luxury watchmakers Christopher Ward are delighted to announce that the sponsored Tajikistan Expedition 2013 has achieved its objective – summiting a previously unclimbed peak that will now be officially named Mount Christopher Ward!

In what is believed to be the world’s first naming of a mountain after a brand, Christopher Ward took up the position of lead sponsor of the Tajikistan Silk Road Expedition 2013, which set of from Scotland in late June.  After a 3,500-mile road journey to central Tajikistan followed by a 3-day trek into the mountains the expedition achieved the new peak on August 6th, reaching 4922 metres.

The young team’s venture, led by 20-year old Struan Chisholm, was only the second climbing expedition ever seen in the remote Rog Valley, where a number of unclimbed peaks still remain. Across the whole adventure, conditions ranged from sea level to almost 5000 metres and temperatures ranged from 45C to -15C, creating a test of endurance for the team and for their Christopher Ward C11 watches.

After spending a few days acclimatizing and then selecting routes through the mountain range, the highest available peak was targeted and news of their success came via a brief satellite phone message from Struan: ‘Lat: N 39 21′ 0” Long: E 70 0′ 18”.  2am start. Shooting stars darting across the sky. Glacier creaking. A gruelling ascent culminating in a vertical ice climb. Today we reached the peak of the icy white giant which dominates our valley – at 4922 metres (16148 ft) – Mount Christopher Ward.’
Mike France, co-owner of Christopher Ward, comments: “The last time we saw them was to wave them off in the sunshine outside the door of our Maidenhead showroom and now we have our first image of the icy peak they conquered.  We’ve monitored their progress closely but the ‘radio silence’ imposed by the remoteness of the valley left us on tenterhooks and Struan’s message was a wonderful moment for us all.  Our priority has always been the safety of the team but everyone at Christopher Ward is absolutely delighted that we now have ‘our’ mountain!

Struan and his team represent a wonderful British spirit of adventure combined with skill, organisation and endurance and we are extremely proud to have them as ambassadors for the Christopher Ward brand.”

Chris Ward, eponymous co-owner of the company, shares the pride in the achievement: “The Tajik 2013 expedition are a highly skilled team and, on top of their achievement as mountaineers, their determination has quite literally put the Christopher Ward name on the map in a remarkable way.  This is an absolutely amazing ‘first’ for any brand – we’re sure that no other company has ever achieved this before – and reflects our brand passion for originality, skill and adventure.  I’m also looking forward to hearing how our watches performed on their incredible journey!”

The expedition team, all recent graduates in their early twenties, consists of five experienced climbers: Struan Chisholm, Calum Nicoll, Max Jamilly, Theo Scott, Leo Horstmeyer, and also UK-based logistics and communication support from the sixth member of the team, Sam Newmark.  The climbing team have had problems with illness and are currently recovering at a lower level in the valley before preparing for their return to the UK.

Flag below summit

Now to me this is a bit different from the Breitling and Tudor marketing, which is without doubt rather stylish and in its way works for me, but the Christopher Ward campaign has worked on a whole different level. First it makes me feel positive about the brand, so I want to know more, see more and  yes have more Christopher Ward watches, but it also makes me want to get out there and adventure.

Well as it happens I live in the Malvern Hills and the Malverns were inspirational to Christopher Ward prompting them to name their first big hit watch The Malvern and the Malvern Aviator, so I decided to climb the hills find a suitable ridge and name it the Malvern Aviator Ridge! Sure it’s silly, pointless even, but it got me out of the house this morning, camera in hand and Malvern Aviator on the wrist and I climbed up the hills and photographed my watch atop the Malverns, myself on the ridge wearing my Malvern Aviator, and marking the spot with “CW”, before dropping down the other side for a hearty breakfast! Click on the photos for a slideshow of Photos from the er… expedition!

Malvern Aviator on Malvern Aviator Ridge in The Malverns

So well done to The Christopher Ward Expedition team for claiming Mount Christopher Ward and thank you for inspiring me to have a bit of fun.

Malvern Aviator


Author: ibeastie

Interested in Photography, Watches, Style and Cars

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