Indie Icons: William Wood Watches
From proud firefighter roots to striking design language, William Wood Watches have carved a unique niche in the horological world. Each watch is a slice of firefighter heritage repurposed into something you can strap to your wrist and turn heads. For a relatively young brand, they’ve achieved remarkable recognition, winning over collectors who might otherwise lean towards the established giants of Switzerland. But what makes them tick – quite literally – and why are so many talking about them? In our latest in the Indie Icons series, we explore the brand’s origins, design ethos, specifications, models, and the ever-important question: are William Wood Watches good?
The origins of William Wood Watches
Founded in 2017 by Jonny Garrett, the brand pays tribute to his late grandfather, William Wood – a decorated firefighter who served in the British Fire Service for more than 25 years. The concept was refreshingly clear from the outset: create a watch brand that honoured those who risk their lives daily, using upcycled materials from firefighting equipment and breathing a sense of legacy into every piece.
William Wood himself was a man who ran into burning buildings, earning commendations for his bravery. The flame of his story now fuels a business that has quickly become one of the most intriguing microbrands on the scene. And while some independent watchmakers stumble trying to balance novelty with substance, Garrett’s vision has struck the right chord.
A design ethos forged in fire
When it comes to William Wood Watches review discussions online, one point consistently emerges: these watches have identity. From straps made of upcycled fire hoses to design heavy dials, the design language is unapologetically bold and storytelling-led.
Some hallmarks across the collections include:
- Dial details – from fire bell inspired seconds hands to animated fire exit sign men, they’re packed with wit.
- Fire hose straps – repurposed from actual hoses used by British fire brigades, each strap is subtly different, carrying marks of a life-saving past with impressive durability.
- Caseback artwork – firefighter references continue no to the casebook – my favourite? The very clever ‘In case of fire…break glass’.
- Colour symbolism – red, bronze, and black are heavily employed
The approach could have come off as gimmicky, but William Wood’s execution is balanced. The symbolism resonates, particularly for owners with personal ties to the fire service.
What movements power William Wood Watches?
Across the range, William Wood watch models employ both Swiss and Japanese movements.
- Swiss automatic movements: Models like the Dunkirk use Sellita SW220 movements – known for their reliability and accuracy.
- Japanese automatic movements: Seiko Group movements appear in the more entry-level and mid-tier models such as the Bronze Sapphire.
- Quartz options: Some watches, such as the more dressier Peacock Edition, opted for quartz to appeal to buyers wanting slimness and affordability.
It’s a mix, but one chosen to ensure value at different price brackets and suitability for the watch.
Exploring the range
The catalogue has expanded impressively in just a few years. Here’s my four standouts:
Valiant
The brand’s flagship dive-inspired watch. This model is probably my personal favourite. I guess I’m a little more conservative, traditional and straightforward in my luxury watch preferences (I’m a Panerai nut and a big IWC fan), but I could definitely see me wearing this William Wood Valiant on a warm autumnal evening. The dial has a subtle nod to its heritage with a seconds track inspired by the markings off the side of a British fire engine.
Case size: 41mm
Lug to lug: 49mm
Movement: Seiko Group NH35 Automatic Movement
Price: £820
Fire Exit
The William Wood Fire Exit watch is quirky, featuring luminous green exit-sign numerals. The bright green Fire Exit is one of my favourites from the William Wood Watches collection. I love the Fire Exit case back and the watch is cleverly designed with a playful nod to the directional purpose of a fire exit safety signage, seen in details on the dial, crown and bracelet. Nice work William Wood.
Case size: 41mm
Lug to lug: 49.5mm
Movement: Sellita SW220 Day Date Movement
Price: £1,495
Dunkirk
A Dunkirk is a commemorative piece marking the heroism of British forces in 1940. How’s this for heritage – the watch consists of an actual piece from the London Fire Brigade Fire Boat, which saved over 600 lives off the beaches of Dunkirk. With a case finished in bronze, the watch is on the more expensive price of William Woods range – but breathes everything William Wood Watches is all about.
A lovely detail is the caseback design, featuring a tribute scene of soldiers and boats at Dunkirk.
Case size: 42mm
Lug to lug: 49.5mm
Movement: Sellita SW220 Movement
Price: £3,995
Fearless
The William Wood Fearless is probably the brand’s most confident daily wearer yet. The dial packs a punch without going overboard, with a textured finish referencing charcoal that catches the light beautifully, framed by an injection of colour. In traditional William Wood style, the strap is made from upcycled fire hose, each one has its own unique character. The fearless is tough, meaningful, and looks brilliant on the wrist. A bold, modern piece that lives up to its name.
Case size: 39mm
Lug to lug: 45mm
Movement: Seiko Group NH35 Automatic Movement
Price: £920
Where to buy a William Wood Watch
The best route is direct from the brand’s website, which offers the full catalogue – and where you can see all of their delightful details. Models are also sold through Watches of Switzerland, Goldsmiths and Mappin & Webb. As standard, William Wood Watches come with a three year warranty, including local servicing offered in the UK, US and Asia.
Are William Wood Watches good?
The million-pound (well, £1,000-ish) question. In short: yes. They don’t offer in-house movements, but that’s missing the point. William Wood Watches excel in offering:
- Authenticity – Few brands carry such a strong, personal narrative.
- Distinctive design – Once aware, you could pick one out anywhere with their design cues.
- Value – Quality materials, reliable movements, and fair pricing.
- Community connection – Many owners are firefighters, first respondents or relatives, creating emotional bonds.
In a world where many microbrands feel like they’re lower cost alternatives to Submariners, William Wood is not trying to be Rolex, Omega, or Tudor – it’s proudly itself. And it succeeds.
Final thoughts
Independent watch brands live or die by their ability to tell a story. With William Wood Watches, that story is deeply personal yet universally resonant. From fire hose straps to helmet crowns, every detail has meaning. And when combined with fair prices, solid specs, and honest marketing (you’ll find plenty of videos of founder and CEO Jonny discussing their story and watches), it’s no wonder the brand has caught fire (pun very much intended).
William Wood watches have been seen on the wrists of Russell Crowe, Joe Biden and Kevin O’Leary, so they clearly resonate at the highest of levels. William Wood has also utilised its emotional connection to raise money for great causes and it’s fantastic to see over £150,000 raised for firefighters and their families in UK, US, Australia and Ukraine. Hats off (& helmets too!) to the team at William Wood Watches – and what a tribute to Jonny’s grandfather William Wood!
