British Watch and Clock Makers
- Company typePrivate
- Founded2020
- HeadquartersCoventry, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What British Watch and Clock Makers does
The Alliance of British Watch and Clock Makers is a not-for-profit trade body, structured as a company limited by guarantee and registered in England and Wales, headquartered in Coventry. Founded in November 2020 by Roger W. Smith OBE, Mike France (CEO of Christopher Ward), and Alistair Audsley, the Alliance operates as the first and only trade association for the British horological sector, representing 114 trading member companies — the vast majority of the identified British watch and clock making industry. Its primary mission is to provide a unified voice for the sector, promote British provenance, develop supply chain and talent pipelines, and champion British watches internationally.
The Alliance generates revenue through four streams: (1) Club Membership fees at £65 per year from horologists, collectors, enthusiasts, and students in 24 countries; (2) ticketed revenue from the annual British Watchmakers' Day flagship event held at The Lindley Hall, London; (3) proceeds from collaboration watches between member brands (e.g., the 50-piece "Fears Christopher Ward: Alliance 01"); and (4), from November 2025, a new paid "Accredited Member" tier for trade members. Trade Membership itself has been free since founding. Distribution is direct-to-consumer via the britishwatchmakers.com website, supplemented by Open Dial virtual events, the Talking Time interview series, and international engagement at forums including Eurotempus, CPHE, and the Hong Kong International Watch Forum.
The organization's product surface centers on Trade Membership (free, advocacy and representation for brands), Club Membership (paid, enthusiast perks including magazine subscriptions, priority event access, and exclusive watch discounts), British Watchmakers' Day (the annual marquee trade show and consumer event), Open Dial (virtual behind-the-scenes maker showcases), the Careers Hub (talent pipeline), and the Bellwether research series (sector data published in partnership with KPMG in 2021 and Skolorr in 2025). The Alliance is recognized on the UK government's BEIS Economic Sector Panel and represents the UK at the global conference of watch federations.
British Watch and Clock Makers firmographics
Firmographics- Name
- British Watch and Clock Makers
- Legal name
- Alliance of British Watch and Clock Makers Limited
- Website
- https://britishwatchmakers.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
British Watch and Clock Makers industry classification
Industry- Product category
- Industry Trade Body
- SIC
- Watches, Clocks, Clockwork Operated Devices/Parts (3873)
- akta.pro primary industry
- Independent/Microbrand Watches (CRAKADAH)
- akta.pro secondary industry
- Clocks & Desk/Travel Timepieces (CRAKADAI)
Keywords
Where British Watch and Clock Makers is headquartered
LocationHeadquarters
- HQ city
- Coventry
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
British Watch and Clock Makers business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Club Membership Fees: Annual membership fees from horologists, collectors, enthusiasts, and students worldwide. Club membership provides exclusive benefits including magazine subscriptions, priority event access, and discounts on member brand watches.
- Event Tickets: Revenue from British Watchmakers' Day general admission tickets. General admission tickets sold out in 15 hours, demonstrating strong demand. VIP and Club member tickets also available.
- Trade Membership (Currently Free): Trade membership is free for all British watch and clock brands. The organization is introducing 'Accredited Member status' to encourage brands to support their trade body as they expand scope beyond promotion to careers and education.
- Watch Collaboration Proceeds: Proceeds from collaboration watches between Trade members (e.g., 'Fears Christopher Ward: Alliance 01') are donated to the Alliance to fund promotion efforts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Club Membership - Standard |
| Subscription | Annual | Club Membership - Student |
| Subscription | Annual | Trade Membership |
| Other | Pay-as-you-go | British Watchmakers' Day Tickets |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels9 records
British Watch and Clock Makers product offering
Product offeringCore offering
British Watch and Clock Makers is a not-for-profit trade body (legally Alliance of British Watch and Clock Makers Limited) representing the British watch and clock making sector. It offers free Trade Membership to British watch and clock brands and paid Club Membership (£65/year) to horology enthusiasts, while running British Watchmakers' Day (annual in-person event) and Open Dial (online speaker series) events to celebrate and promote British horology.
Product overview
The Alliance of British Watch and Clock Makers is a trade body representing British watch and clock brands, not a product company. Its offerings consist of Trade Membership for brands (free), Club Membership for enthusiasts at £65/year, and organization of events including British Watchmakers' Day and Open Dial virtual showcases. The Alliance also publishes Bellwether Survey research reports and operates a Careers Hub. The organization facilitates collaboration between member brands such as Roger W. Smith, Christopher Ward, Fears, Mr Jones Watches, Studio Underd0g, and approximately 110 others.
Differentiator
Problem solved
Functional benefit
Products and services
- Trade Membership Free membership programme offered to British watch and clock making brands, providing them with a unified voice for the sector, networking opportunities, and inclusion in events and initiatives.
- Club Membership Annual paid membership programme priced at £65 per year for horology enthusiasts and collectors, providing access to special editions, exclusive products, discounts on events, and a quarterly magazine. Free student membership is also offered.
- British Watchmakers' Day An annual ticketed showcase event held in London where British watch and clock brands, suppliers, and enthusiasts gather to celebrate, exhibit, and discuss British horology.
- Open Dial An online speaker series featuring discussions with leading figures from the British watchmaking industry, accessible to Club Members and the wider public via webinar format.
- Careers Hub An online careers resource connecting aspiring watchmakers and horology professionals with member brands for jobs, apprenticeships, and skills training.
- Bellwether Survey Reports Quarterly sector intelligence reports benchmarking the health, growth, and sentiment of the British watch and clock making industry.
Quantifiable outcome
- 65% sector revenue growth from £125 million to £206 million in three years
- +4 more outcomes
Companies that use British Watch and Clock Makers
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles3 records
British Watch and Clock Makers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
British Watch and Clock Makers partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered core, flagship and minor.
- France HorlogeriecoreFrench watch trade federation. Alliance participated in Eurotempus and CPHE annual meetings hosted by France Horlogerie in Colmar. First UK representation alongside Switzerland, Germany, Italy.
- Hong Kong Trade Development CouncilcoreOrganizer of the Hong Kong International Watch Forum. First time the Alliance was invited to speak alongside peer trade associations at an international event.
- Horological Society of New York (HSNY)corePartnership providing exclusive benefits to Alliance Club members. HSNY is one of the world's oldest and most respected horological organizations, based in New York.
- Roger W. Smith OBEflagshipCo-founder and Chairman of the Alliance. World-renowned British watchmaker and recipient of the Watchmaking Oscar. Leading advocate for British horology.
- Christopher Ward (Mike France)flagshipCo-founder of the Alliance and CEO of Christopher Ward. One of Britain's most successful independent watch brands, approaching £50 million in turnover.
- Alistair AudsleyflagshipCo-founder and CEO of the Alliance. GREAT Britain campaign ambassador. Previously involved in Hong Kong International Watch Forum.
- FearscoreFounding member of the Alliance. Family watch company revived by Nicholas Bowman-Scargill. Collaborated with Christopher Ward on Alliance 01 watch.
- Mr Jones WatchescoreFounding member of the Alliance. London-based watchmaker with fine-art craft dials, showing stellar growth in recent years.
- Sinclair HardingcoreFounding member of the Alliance. World-renowned Yorkshire clock maker led by Robert Bray, member of prestigious AHCI.
- Oracle Time MagazinecorePartnership providing free digital subscription to Alliance Club members. Britain's leading luxury watch magazine. UK members also receive free print subscription.
- Europa Star MagazinecorePartnership providing free international print subscription to Alliance Club members. Prestigious international horological publication.
- GMT MagazinecorePartnership providing free digital subscription to Alliance Club members.
- WatchPro MagazineminorPartnership providing free print subscription to Alliance Club members.
- Retail Jeweller MagazineminorPartnership offering 15% discount on subscriptions to Alliance Club members.
- National Association of Jewellers (NAJ)coreCollaboration on Roundtable of UK Allied Trades at Goldsmiths' Hall. Collectively represent over £12bn to UK economy. Focus on careers, common challenges, and lobbying presence.
- EurotempuscoreEuropean watchmaking trade body confederation. Alliance represented UK sector for the first time at annual meetings in Colmar, France.
- CPHE (Comité Professionnel de la Horlogerie)coreFrench horological trade body. Hosted annual meetings with Eurotempus in Colmar. Part of global conference of watch federations.
- Worshipful Company of ClockmakerscoreAncient livery company of the City of London. Representatives participated in Harrison H4 Marine Chronometer celebration at No. 11 Downing Street.
- Antiquarian Horological SocietycoreLeading UK society for horological history and scholarship. Chairman James Nyes represented at No. 11 Downing Street event.
- British Horological InstitutecoreProfessional body for British horology. President Alan Burtoft represented at No. 11 Downing Street event. Also partner for student Club memberships.
- George Daniels Educational TrustcoreEducational trust promoting horological training. Chairman Roger Smith is a trustee. Partner for student Club memberships. Focus on nurturing talent and reopening Britain's horological knowledge base.
- Primary EngineerminorChildren's educational initiative founded by Susan Scurlock. Roger Smith hosted founder at British Watchmakers' Day alongside George Daniels Educational Trust.
- British School of WatchmakingcoreAccredited educational establishment offering horology courses. Partner providing free student Club memberships.
- Birmingham City University, Faculty of JewellerycoreAccredited educational institution. Partner providing free student Club memberships for horology students.
- Time + TideminorMedia partner at British Watchmakers' Day. Launched Time + Tide Discovery Studio in London. Provided coverage and hosted 'cool kids corner' with Bamford Watch Department.
- Bamford Watch DepartmentminorFeatured exhibitor at British Watchmakers' Day. Part of Time + Tide Discovery Studio activation.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
British Watch and Clock Makers competitors and assessment
Company assessmentBroad incumbents
- National Association of Jewellers (NAJ): UK trade association for the wider jewellery industry. The Alliance partners with NAJ on the Roundtable of UK Allied Trades and shares overlapping government-relations remit, though NAJ covers a broader product category beyond watches alone.
- Federation of the Swiss Watch Industry (FHS): The dominant global watch trade federation, representing virtually the entire Swiss watch industry. As the largest, most established federation globally, it sets the template smaller national bodies like the Alliance seek to emulate at much smaller scale.
Direct peers
- Eurotempus: European watchmaking trade body confederation that has united national watch federations since 1967. The Alliance recently joined as the UK representative, putting it on a par with federations representing France, Germany, Italy, and Switzerland.
- Comité Professionnel de l'Horlogerie Européenne (CPHE): European professional watch committee that organized the 2025 Colmar meetings where the Alliance made its first UK appearance. Operates as a coordination body for national watch trade associations across Europe.
- France Horlogerie: Federation representing the French watch and clock industry. The Alliance has a stated mutual partnership with France Horlogerie and recently joined its annual meetings in Colmar, making it the most directly comparable European trade body.
- Verband der Deutschen Uhrenindustrie: German watch industry trade association. As a fellow European federation participating alongside Switzerland, Italy, France and now the UK at Eurotempus meetings, it serves as a peer benchmark for organizational scope and maturity.
Others
- Antiquarian Horological Society: UK society dedicated to horological history and scholarship. The Alliance participated alongside AHS at the No. 11 Downing Street H4 Marine Chronometer celebration; AHS is an adjacent cultural and educational organization rather than a direct trade body peer.
Emerging players
- British Horological Institute: UK professional body for horology. Partners with the Alliance on student Club memberships and share overlapping education and membership concerns, though BHI's remit is more focused on professional standards than on trade promotion.
- Horological Society of New York (HSNY): One of the world's oldest horological societies, offering educational programs and collector events. The Alliance has a formal partnership with HSNY; both serve enthusiast and educational communities, though HSNY is not a trade body for brands.
Regional players
- Worshipful Company of Clockmakers: Ancient City of London livery company with deep horological heritage. Shares the UK focus and clock-making constituency (e.g., Sinclair Harding) with the Alliance, but differs in being a historic ceremonial body rather than an active trade promotion organization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
British Watch and Clock Makers social profiles
Digital presenceBritish Watch and Clock Makers financial estimates
Financial estimateRevenue estimate
Valuation estimate
British Watch and Clock Makers leadership team
Management profileNumber of profiles
Profiles4 records
British Watch and Clock Makers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
British Watch and Clock Makers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about British Watch and Clock Makers
What does British Watch and Clock Makers do?
British Watch and Clock Makers is a not-for-profit trade body (legally Alliance of British Watch and Clock Makers Limited) representing the British watch and clock making sector. It offers free Trade Membership to British watch and clock brands and paid Club Membership (£65/year) to horology enthusiasts, while running British Watchmakers' Day (annual in-person event) and Open Dial (online speaker series) events to celebrate and promote British horology.
Is British Watch and Clock Makers a public or private company?
British Watch and Clock Makers is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was British Watch and Clock Makers founded?
British Watch and Clock Makers was founded in 2020. It employs 11 to 50 people.
Where is British Watch and Clock Makers based?
British Watch and Clock Makers is headquartered in Coventry, United Kingdom, in the Europe region.
How does British Watch and Clock Makers make money?
Four revenue lines are on record. Club Membership Fees are the primary driver. The others are event Tickets, trade Membership (Currently Free) and watch Collaboration Proceeds.
Who are British Watch and Clock Makers's main competitors?
Broad incumbents on record are National Association of Jewellers (NAJ) and Federation of the Swiss Watch Industry (FHS). Direct peers are Eurotempus, Comité Professionnel de l'Horlogerie Européenne (CPHE), France Horlogerie and Verband der Deutschen Uhrenindustrie. Antiquarian Horological Society is listed as an others. Emerging players are British Horological Institute and Horological Society of New York (HSNY). Worshipful Company of Clockmakers is listed as a regional player.
Does British Watch and Clock Makers have an API?
No public API is recorded for British Watch and Clock Makers.
What industry is British Watch and Clock Makers in?
British Watch and Clock Makers's product category is Industry Trade Body. Its primary akta.pro industry code is CRAKADAH, Independent/Microbrand Watches, with a secondary code of CRAKADAI, Clocks & Desk/Travel Timepieces. Its SIC code is 3873.