William Wood was the name of the founders late grandfather, and he served in the British Fire Service for 25 years winning commendations for his acts of bravery. William Wood Watches deliver British sustainable luxury timepieces made from upcycled firefighting materials. What’s unique about their latest Valiant Collection is that it boasts straps crafted from upcycled British fire hose that has served and protected the UK Fire & Rescue Service for over 10 years. And, best of all, you can still smell the rich smokiness in the rubber.

What’s more impressive is that they have taken an original 1920’s London Fire Brigade helmet and melted into their watch crowns. Each crown is handcrafted in the heart of London’s iconic jewellery district of Hatton Gardens by a family run business that has over 40 years experience dealing with precious metals. They also give the customer the power to choose their watch movement, with a choice of two world renowned automatic movements from the Swiss Group ETA or Japan Group Seiko.