Jaguar alleges Christopher Ward infringed its trademark with its D-Type watch


Christopher Ward has vowed to vigorously defend itself against legal action bought against it by Jaguar Land Rover.

The challenge by Jaguar relates to a limited edition watch that Christopher Ward sold from 2014 to 2016 called the C9 D-Type.

Jaguar D-Type is an iconic Jaguar sports car that won the Le Mans 24 hour race three times.


The car maker alleges that the D-Type watches infringed its trademark and damaged the distinctive character of its brand.

A statement from Christopher Ward retorts: “We strongly reject the claims made against us and will be vigorously defending our position. There has been no infringement and we do not believe this matter should ever have reached court”.

Only 55 pieces of the Christopher Ward’s C9 D-Type were made and they do not have any Jaguar branding. However, the company’s literature for the watch says it has an “original D-Type speedometer inspired dial”.

The watch uses metal from the pistons of one of the D-Type factory production models that was melted down and laser-cut into the shape of the D-Type’s spinner, which is
visible through the watch’s exhibition backplate.

“The Jaguar D-Type represents one of the peaks of post-war British racing car design – a vehicle loved as much for is looks as its three triumphs at Le Mans. This is why
Christopher Ward is proud to present a stunning new watch, the C9 D-Type, that not only pays tribute to the car, but has a piece of metal from one of its pistons embedded
into it,” the watch’s brochure says.


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