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3 Year Warranty

Rated Excellent Trustpilot

Pay Monthly Plans

Charitable Donations £123,000+

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History Inside Every Watch



Valiant Collection


Product type
Choose Strap

Why purchase from us?

3 Year Warranty

Your watch is covered by a 3 year warranty with service centres local to you in the UK, North America and Asia.

Fast Worldwide Shipping

With our premium trusted courier UPS we can ship to the US East Coast in 24 hours and West Coast within 48 hours of collection.

Trustpilot Excellent

We are proud to be rated Great Britain's Number 1 Watch Manufacturer on Trustpilot.


we care about detail

Did you know that the checkered seconds print running around the outside of the dial is the exact checkered markings off the side of a British Fire Engine. Or that the back of our seconds hand was shaped like a firefighter axe head and the front of the hand is inspired by the chime of a fire bell? Or that we have lightly tinted the glass on each of our watches blue in tribute of William Wood’s 25 years service on the Blue Watch. Every design decision we have taken has a purpose.


light in the darkest hour

Our Valiant Collection comes with a C3 grade lume disc sat below cut-out indices, giving you clear time visibility in the darkest hour.

We have also a produced a curved dial and hands that create and added layer of depth when looking at your watch through the double double sapphire crystal glass. It's a feature that our customers really appreciate.


100 year old british brass firefighter's helmet

We take an original 1920’s British brass firefighter’s helmet worn by firefighters 100 years ago, and melt it down into our watch crowns. The result is a wonderful combination of old brass versus modern stainless steel. The helmets are all sourced from the UK and all craftsmanship to is carried out in the heart of London.


upcycled fire hose straps

Through a highly skilled process we upcycle decommissioned fire hose into our luxury watch straps.

The majority of fire hose used by fire departments around the world is sadly thrown into landfill. We give this beautiful material a new life on your wrist. We now have a range of nine different fire hose and fire gear straps for you to choose from. You can explore our entire fire hose strap range through the link below.


travel roll

Your new Valiant Collection watch will come packaged in our luxury genuine Italian leather red travel roll. The travel roll can carry up to 3 watches and is the perfect travel companion for any watch lover.

If you want the full William Wood experience you can upgrade your order to our Four Fire Hose Strap Bundle which will allow you to mix and match your watch with four strap colours.


Red Watch