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Agenda-setting intelligence, analysis and advice for the global fashion community.

The DTC Watch Brands With Luxury Ambitions

Timepiece start-ups like Baltic, which went from Kickstarter campaign to producing $50K collector grade watches, and Christopher Ward, who is on track to reach more than $40 million in sales this year, are leveraging collector communities and innovation to take on high luxury watchmaking.
A photo displaying Christopher Ward's C1 Bel Canto watch.
Christopher Ward, one of the original digitally-native micro watch brands, is moving upmarket with products like its premium C1 Bel Canto. (Christopher Ward)

One of 2022′s most talked about watches wasn’t the product of a decades-old Swiss giant like Rolex or Patek Phillippe, but a company founded in this century.

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About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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