Christopher Ward is open for business as usual at both its Swiss-based assembly plant and its British headquarters. Only two people from the organisation have been furloughed, and that is for health reasons, the remainder are being paid a premium on top of their usual salaries to keep working.
And, while the majority of watch brands and retailers have slashed all advertising, Christopher Ward is launching a brand new television campaign in the UK this week and has plans to significantly increase its digital promotions this year for the US market.
The key for Christopher Ward is that it is a vertically integrated business with watch assembly in Switzerland and all sales taking place online through its own ecommerce site.
So, as retailers around the world remain closed, Christopher Ward has continued to reach out to its customers through its web store.
Listening to Mr France speak so optimistically about the future for his company is the sort of tonic we all need in these difficult times.