[3] On 15 February 2016, Watch was rebranded as W. The channel's programming would be revamped and would feature original dramas, documentaries, and lifestyle shows.

It launched the same day as the main Watch channel on 7 October 2008 and was reported by AGB Nielsen Media Research on 2 September 2008.

On 29 July 2011, UKTV announced that it had secured a deal with Sky to launch three more high-definition channels on their platform.

The music used in the background of the television advertisements is "You Will Leave a Mark" by Oxford band A Silent Film.

However, in April 2009, the four existing idents were edited by Aardman Animations to make the inflatable eyeball blink, along with new soundtracks.

The broadcaster held a branding agency pitch and made an appointment within a month, with the review was being handled by creativebrief.

The new Watch logo and channel presentation launched on 23 September 2010, focusing on the idea that "TV is better shared!".

[14] On 23 January 2012, it was announced that Watch would receive a rebrand for a second time, created by DixonBaxi, and was to be launched on 13 February 2012, but only the promos, DOG and ECP changed on that date.

[17][18] In March 2022, this was confirmed by UKTV, who rebranded the channel's mantra to "Life Unfiltered"[19] and introduced a new logo[20] which included the letter W in a slanted rectangle.

The following is a list of the 11 most watched shows on W, based on Live +7 data supplied by BARB up to 7 February 2016.