Is Christopher Ward still a microbrand?

Yes.  They don’t have a distribution network of ADs around the globe and the average joe on the street will have never heard of them.  In fact, there are plenty of watch nerds who will have never heard of them or have no experiences with the brand at all.

During lockdown, CW had a TV ad showing (in the UK, at least). I had to double take!

I consider them a microbrand (in the nicest sense of the word). They seem to pivot very quickly to the market and their consumers’ tastes

Nope

In 2022, a brand does not have to have a distribution network of AD's to not be considered a microbrand.  CW had a TV ad running in the UK during the early stages of the pandemic too.

From a quality standpoint at the $1,000 pricepoint, CW is head and shoulders above the competition (Longines, Tissot, Certina, and now that they are upmarket, Seiko as well).

Would love a comparison of similar watches between CW and Oris because I think the two brands are most comparable from afar.

In order to respond meaningfully we must first establish the criteria and thresholds for qualification as a microbrand. What are the defining characteristics of the genre? 

It must be black & white; there must be some definition otherwise it's just opinion. 

I would suggest low volume production as a key criteria but, how low is low? When does a puddle become a pond? When does a pond become a lake? There must be a threshold above which a brand, no matter how niche, can no longer be considered "micro".

Once the production volume threshold is set, then other factors can be considered until we have a clear definition of the term "microbrand"

Then we won't need a poll. 😁

FWIW I consider them an independent more than a micro-brand. 

I don't have a set definition but it's as much about size of range/years established as it is about production volume.

By my nebulous definition I see CW as firmly in the independent category and Farer as right on the cusp between micro and indie.

Agreed

CW is much closer to Oris than say, Halios

I'd say Christopher Ward was never a microbrand. They just set out to look like one. They were incredibly well funded from day one, with big money equity. I'd say the biggest difference between CW, and a "microbrand" is their in-house capabilities, which include an entire swiss operation, a share in a manufacturing factory (same factory that makes formex), and a truly in-house movement. What micro has an in-house movement?

Wikipedia defines microbrand watches as a company that produces 300-2000 units a year. Christopher Ward produces 25,000 a year, which is about how many Zenith makes. And personally, having enough resources to develop and produce an in-house movement is where I draw the line between microbrand and independent.

And they just announced that they've signed a multi-year partnership to be Everton Football Club's official timepiece...which is incredible.

Awesome and very Un micro

Does it matter if Christopher Ward is a microbrand or not?  They make a nice watch that I would wear.

I struggle with this one, especially when creating the tournament. I lean that they are more Oris than AnOrdain, but many believe they are, thus the inclusion. Thankfully, those in disagreement l, like me, can vote.  :-)

One thing I will say, for and against them; they very much act like a micro in the way they approach the community and interact with smaller sites. The against?  The ever changing logo like a micro would do.

Great.  I’m waiting for my team (ManU) to sign an awesome deal with DW, MVMT or one of the fashion brands.

I had to look up zenith and Christopher wards production numbers, but damn that is crazy that they are basically the same volume. C Ward is definitely not a micro brand with those production numbers