Christopher Ward

The Second Hand Collection

How can a luxury watch brand forge an authentic connection with Gen Z?

D&AD New Blood Pencil Winner | 2025

A website page displaying The Second Hand Collection, featuring a laptop screen with watches and personal stories, and a tablet showing a matching quiz app. Handwritten-style text explains how the collection works and its story behind each watch.
A poster mounted on a stone column features a black-and-white photograph of a person's wrist wearing a silver wristwatch. The person is dressed in a light-colored textured long-sleeve shirt or sweater, with their hand held up near their face. There is a quote on the poster in white cursive text reading, "This watch is all I had left of my childhood" attributed to Arthur. The bottom part of the poster encourages viewers to "See the Second Hand stories" and includes the logo and name of Christoper Ward.
A digital billboard display on a city street showing a black and white image of a person's hands holding a watch near an open notebook and pen. The billboard contains a quote reading, 'This little scratch here reminds me of my first love,' attributed to Harrison. The advertisement promotes Second Hand stories by Christopher Ward.
A poster on a brick wall featuring a black and white photo of a person holding a wristwatch. The poster includes a quote in white cursive text that reads, 'This leather may have faded, but my mom's legacy sure hasn't.' Signed by Agnes. Additional text at the bottom says, 'See the Second Hand stories,' with a logo for Christopher Ward.
Quote by Christopher Ward, 'Because stories get better with time,' with his name and logo on a minimalist light background.

Art Director: Marin Bommarito
Copywriter: Thomas McMullen