The Second Hand Collection

Over half of Gen Z shoppers prefer pre-owned fashion over mass-produced trends. How can Christopher Ward tap into this in a way that feels authentic to the brand? Introducing: The Second Hand Collection – A curation of used timepieces that connects new buyers with authentic stories from previous owners. Each Second Hand watch comes with a handwritten letter explaining the unique history behind every scuff and patina. A video series highlights the campaign, while a personality quiz matches Gen Z with their one-of-a-kind used watch. Proving that some things truly get better with time.