“Through constant emails, face-to-face requests at events, and in the comments of our social posts, it has been impossible to ignore the requests for this ‘Goldilocks’ case size. We are a brand that listens to our customers––you asked and we delivered.” –Christopher Ward’s CEO and Co-Founder Mike France
It’s always refreshing when the feedback of the watch community is recognized by at least one company or representative within the watchmaking industry. To hear Mike France and Christopher Ward directly address their customer’s concerns is exactly what makes the microbrand/indie sphere so great. Whether you believe they’ve expanded beyond their microbrand status to “legacy micro,” “independent,” or some other higher level of categorization, the brand’s acknowledgement of customer input speaks volumes about their character and ability to take and utilize constructive criticism––perhaps a result of their humble beginnings as a true microbrand.
After the critical acclaim the 36mm and 40mm Twelve models received, Christopher Ward is set to release a fresh take on their popular design with the new Twelve 38. The stainless-steel case, which made its limited edition debut last year in the “Ice Cream” collection, measures 38mm across, 43.3mm lug-to-lug, and 9.95mm thick, thanks to its ultra-slim Swiss-made Sellita SW200-1 movement. With 26 jewels, a smooth 4Hz beat rate, and a 38-hour power reserve, these reliable and durable automatic movements are a good fit to power these models. A new feature of the Twelve 38 not present on the Twelve 36 is a color-matched date wheel and window at the six o’clock position. It’s a welcome addition that, because of the color coordination, blends into the dial nicely and doesn’t clutter the overall design.
Let’s talk more about that dial. The tessellated pyramid pattern the Twelve series is known for offers an impeccable amount of light play. The Arctic White, Glacier Blue, Midnight Sun, and Nordic Blue options are all eye-catching yet sensible and not overly vibrant or loud. The dial’s lack of text lets the pattern and color take center stage. Both the handset and indices are equipped with Super-LumiNova X1 BL C1, a widely used luminous material with respectable longevity.
It’s important to note the finishing on the handset, indices, case, and integrated bracelet here. Combining high-polish, fine linear brushing, and sandblasted finishes with the already reflective dial makes the Twelve 38 light’s best friend. The bracelet’s polished flanks work well to separate it from the top linear brushed finish on the case’s face. Another welcome inclusion is the micro-adjustment system on the bracelet’s clasp, offering 0.3mm of expansion that will most certainly come in handy for warm weather wear.
The Twelve 38 is, indeed, the Goldilocks of the Twelve lineup. Christopher Ward has done a commendable job of staying true to their original design all while recognizing that a 38mm case is what their customers truly want. The attention to detail with the dial design and finishing methods reflect a commitment to nailing the little details that the brand has become laser focused on in recent years. All four dial options of the Twelve 38 are priced at $1,225 on the stainless-steel bracelet or $995 on a white or black rubber strap. Christopher Ward
