WILLIAM WOOD WATCHES
The Fire Within William Wood Watches
In conversation with Jonny Garrett, CEO of William Wood Watches. We discuss the young brand’s already rich history, its destination and Jonny’s surprising thoughts on the Industry as a whole.
Welcome to Watch World with Faye
Well, this has been years in the making—but we've finally pulled it off. Watch World with me, Faye Soteri, is here, and I couldn’t be more excited to share our very first episode. I’m truly grateful to everyone who helped make this possible. The list is so long I don’t even know where to begin, so please accept a huge thank you for all your support.
For those who don’t know me, I’ve been in the watch industry for a long time and have always been captivated by everything about watches and the brands that bring them to life. I’m eager to chat with the people behind these brands, speak with collectors, and explore how watches connect with various lifestyle themes along the way. Whether you’re just beginning to explore or have been collecting for years, I think you’ll find a few stories that really resonate.
If you’re here, I know you have a keen interest in watches. So, let’s make this experience worthwhile.
Welcome to Watch World... join me as we share some incredible stories.
The Fire Within William Wood Watches
Recently, I sat down at Woodbury House in Mayfair with Jonny Garrett, the founder and CEO of William Wood Watches. Our chat was genuine and warm as we discussed creativity, family history, future plans, and a strong commitment to giving back—especially to the firefighting community.
What I took away from my interview with Jonny was that he has a fire within—never to be extinguished—as he takes his brand to new heights.
The Fire Within William Wood Watches
A Legacy Born of Bravery
William Wood Watches is more than just a brand. It’s a sincere nod to Jonny’s late grandfather, who served in the British Fire Service for over 25 years. Each watch pays tribute to that brave spirit by using upcycled materials from old firefighting gear—think century-old British brass helmets and real fire hoses. It isn’t about following trends; it’s about honouring a legacy built on true courage.
"I'm probably most proud of is the fact that we've donated over hundred and fifty thousand pounds now to firefighters and their families around the world," explains Jonny at the start of our interview as he talks about the brand he’s built.
A Revival in British Watchmaking
British watchmaking is getting attention again. A Guardian article titled "Trending on tick-tock: why British watches have hit the big time" pointed out how UK brands are making their mark internationally. At British Watchmakers’ Day in London, visitors from the US, Dubai, and Norway filled a 1,400-seat venue—selling out.
And the headline-grabbing William Wood Watches, featured in The New York Times, WatchPro, and Forbes (to name a few), has been at the helm of the revival.
From Banker to Watchmaker
But Jonny’s path to watchmaking wasn’t typical. He began working in a bank and quickly realised that not building something of your own can hold you back. He recalls that a chat in a local Wetherspoons led him to Kickstarter, giving him the chance to turn his vision into reality.
I honestly admire his conviction and the hard effort he put into making the brand successful from early days on Kickstarter to now being recognised as one of Britain’s top independent watchmakers.
The Art of Storytelling
In an industry full of luxury items, Jonny believes that the real value lies in the story behind each watch. He speaks plainly, focusing on substance rather than hype.
"At the end of the day, what sells your product is the story. Whenever budding entrepreneurs come to me and they've got the most incredible product in the world, I can see it's a great product, but I'm more interested and what's the story, how do you reach through the screen and resonate and really touch the heartstrings, you know, that's one of the most difficult things. And how have we done that? It's really by leading with that storytelling element over the last eight years," said Garrett.
Every watch carries a narrative that might bring back personal memories or even reflect your own experiences.
A Global Vision with Local Roots
William Wood Watches has grown steadily over the years. Today, the brand is well known not only in the UK but also in the US, Canada, Australia, and the UAE.
Jonny dreams of turning a closed fire station into a concept store where you can watch the upcycling process live. Imagine a repurposed fire station in New York or Dubai—a space that feels connected to its community while appealing to watch lovers around the world.
He explains in his grand vision that it’s as much about buying a watch from the stores as it is the experience you get from purchasing it.
"Our employees will be wearing upcycled fire hose aprons. There'll be a watchmaker in the corner where you'll be able to see our upcycling in action, fire hose turning into fire hose straps. 100-year-old British brass firefighter's helmets melting down into our watch cases. When you buy a watch from the counter, we'll go upstairs, we'll go to the store room and come down the Firefighters Pole, and when you actually, yeah it's going to be fun and when you make payment, there'll be a big old salvaged fire bell over the counter that you'll ring and we'll all celebrate when you ring the bell and become part of the William Wood family," said Garrett.
I could sense from Jonny’s enthusiasm that one day, in the not-so-distant future, I’d be stepping into a William Wood Watches store to see the dream and the experience come alive.
Rallying in Support of the Brave
As Jonny said in the early part of our interview, the brand has a charitable element that is woven into the value of the company. Indeed, the company is actually responding to the blazes being battled in LA.
As Monochrome Watches (which Jonny recounted in the podcast):
"In support of those who risk it all to help others, fire-fighting-inspired company William Wood Watches has put this unique USA Fire Exit Watch up for auction, with 100% of the proceeds donated to the LA Fire Foundation. We invite you to bid and bid hard for this noble cause," wrote Monochrome Watches.
Hearing Jonny talk about the brand’s response during such a tough time gives you a sense that this brand knows it’s roots and what’s important.
Looking Ahead
As our conversation wrapped up, I was struck by Jonny’s clear optimism for the future. He shared plans that build on the brand’s humble beginnings and honour the lives that inspired it.
"I honestly believe that there is just such certainty that one day our company will be recognised as a significant player in the luxury watch space. I just can't see anything getting in our way," said Garrett.
I don’t doubt it for a second. Jonny has been climbing the ladder (pardon the pun) to success, and we’re watching his journey for sure.
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