[12] Due to the saving of traditional marketing and distribution costs, Christopher Ward watches are sold with lower margins for a more transparent price according to the company.

[13] In addition to using the internet for sales, Christopher Ward handles customer service requests through an online form.

[15] In the year ended March 31, 2020, the company claimed a 19% growth in revenue to reach approximately £10 million, with an annual production of roughly 20,000 watches.

[18] The company, as of 2023, produces the following watches, split into their respective categories:[19] The programme started when a team of recent graduates asked for help with their plan to climb a new peak in Tajikistan.

[20] Since then, the Challenger programme has been expanded and now includes; Amber Hill, Britain's youngest and highest performing talent in women's Skeet shooting, European champion 2015;[21] Sam Brearey, GB yachtsman and Fireball class world champion Will Satch[22] Olympic medallist GB rower; Samantha Kinghorn, Paralympic athlete in the T35 class; and filmmaker Chris Loizou.

[23] On 16 September 2018, it was reported that Jaguar would take Christopher Ward to court over alleged trademark infringement with its D-Type watch.