Valiant Collection

The White Watch


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Delivery Date:

The White Watch

Our Valiant Collection was our first mechanical movement watch launched to the world in 2019. It has gone on to become one of our most iconic collections and is adorned by customers all around the world. With a choice of either a Swiss-Made or Seiko Automatic Movement and six dial tones to choose from, you will be able to find the right combination for you. Our Valiant Collection is available for purchase with our iconic Upcycled Fire Hose and Fire Gear Straps and Stainless Steel Bracelet.


Over 100 Years Of Firefighting History In Every Watch

We have taken an original 1920's British brass firefighter's helmet and melted it down into a mould which sits into the crown of every watch. Each mould is finished with our signature William Wood firefighter helmet logo. All of the craftsmanships to achieve this magnificent upcycling is carried out in London by a family ran precious metal workshop. That is why we say that we have real British firefighting history beating through every component.

Fire Hose Straps

There are 52 firefighter regions in the UK Fire & Rescue Service. When the majority of fire hose comes to the end of its life it is unfortunately normally thrown in landfill. We take pride in upcycling this beautiful material, full of history, into our stunning watches. The fire hose that we use in our watch straps has done at least 10 years worth of service. It is cut up, repurposed and protected before being made into our iconic William Wood Watch straps. Our red fire hose is donated to us by the London Fire Brigade, yellow fire hose from the West Midlands Fire & Rescue Service, Blue by the Tyne & Wear Fire & Rescue Service (William Wood's home fire region), and Green from the British Armed Forces Fire & Defence Unit. Each cut of hose used in our watch straps is completely unique with its own patina and story tell. All of our fire hose straps have a quick release mechanism meaning you can add or remove them to our watches with ease without any tools needed.

Fire Kit Straps

Our latest upcycled strap that we developed is our Fire Kit Straps, made from upcycled fire kit worn by firefighters in lives fires the UK Fire & Rescue Service. This remarkable material is durable all most all elements and is finished in a beautiful desert sand tone that matches all of our William Wood Watch dial tones. Again this strap has a quick release mechanism allowing you to add or remove them to our watches with ease without any tools needed.


Swiss Sellita SW200 Automatic: The SW200 is a Swiss-Made Automatic Movement produced by the leading Selitta Group. It is a self-winding movement with the oscillating weight spinning up to a 38-hour power reserve and has 26-jewelled bearings. With 28,800 vibrations per hour this movement will stand the test of time and if properly serviced (every 5 years) should run indefinitely. With excellent Swiss accuracy tracking GMT by +/- 12 seconds per day. For full power reserve Sellita recommends 35 manual winds of the crown. The movement is finished in gilt giving a gold contrast against the case.

Seiko Group NH35 Automatic Movement: The Seiko NH35 is a highly recognised movement around the world. Some would argue that Seiko were the first brand to produce an automatic watch and watch critics argue that Seiko movement are as accurate as major Swiss luxury providers. The NH35 is also a self-winding movement with 24-jewelled bearings. The movement must be wound 55 times for full power reserve. 


Rank Markings

The two stripes located at the 12 o'clock indices on the watch face represents the markings a Crew Manager would have on his or her uniform collar.

Checkered Markings

Printed around the perimeter of the dial is the exact checkered marking design from the side of a British fire engine in an understated yet luxury way.

Bell Chime

The sweeping seconds hand has been designed to look like the chime of a vintage fire engine bell. The back of the seconds hand is inspired by the head of a vintage firefighter axe.


  • Swiss-Made Sellita SW200 or Seiko Group NH35 Automatic Movement
  • Case diameter 41mm
  • Case thickness 16mm
  • Lug to lug 47mm
  • Lug width 20mm
  • Water Resistant 100 metres
  • 316L Stainless Steel case
  • Double domed sapphire crystal glass with anti-reflective coating
  • Rotating bezel with Super-LumiNova 12 dot
  • Super-LumiNova hands, indices and bezel 12 dot
  • Domed dial with date window and sweeping second hand
  • Crown inset made from original 1920's British brass firefighters helmet
  • Presentation box includes red leather travel roll which can hold up to 3 watches
  • 3 year international warranty from the date watch received
  • 30 day free returns period

Buy Now, Pay Later

Klarna Pay in 3 (UK Purchases)

UK customers can pay for any of our products using Klarna Pay in 3. Simply add your product to your cart, continue to the payment checkout page and select the pink Klarna Buy Now Pay Later button. Pay in 3 (International Purchases) 

International customers can pay for any of our products using Pay in 3. Simply select the blue button that says International Customers Pay With

      We always aim to dispatch your order within 3 - 5 days of verification. All UK orders are sent via the Royal Mail. All International orders are sent via UPS. We always aim to provide you with your shipping tracking number within 3 - 5 days of ordering your watch. Holidays and/or other circumstances might interfere and/or delay shipments. In areas where Royal Mail / UPS does not delivery we reserve the right to use another carrier. For questions regarding delivery or shipping times, please contact us at
      It is very easy, just shoot us a message at and we will help you out.



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