Women at British Watchmaker's Day
A Different Time: Women at British Watchmakers’ Day
Words and photography by Sophie Cassaro a.k.a. @Sophies.Watch.World
Attending British Watchmakers’ Day for the first time this year, I wasn’t entirely sure what to expect. Last year, scrolling through highlights, I noticed a familiar pattern: incredible watches, highly skilled creators… and relatively few women in the frame.
This year felt different.
Armed with my camera (and tripod), I set myself a quiet mission..to meet women, start conversations, and understand what this world looks like through their eyes. I may have looked slightly suspicious and almost stalkerish at times. Lingering, observing, quietly asking, “Which watch are you wearing?” but every interaction led to a story, a laugh, and a deeper understanding of what makes us tick.
I sat down with seven fabulous women and asked each the same three questions: what drew them in and what’s kept them here, what shifts they’ve noticed in the industry for women, and what feels most meaningful in their journey. What followed wasn’t just insight. It was honesty, warmth, and a shared sense of momentum.
Yours Truly, Sophie Cassaro
Cynthia — @girl.meets.watch
One of the first people I had the pleasure of meeting was Cynthia, a watch enthusiast and music industry professional from Nashville.
What first drew you into the world of watchmaking, and what’s kept you here?
“My first intersection with watch intrigue occurred when my son was visiting Nashville from London. It was a brilliantly sunny day and I noticed a mini fireworks display on his wrist, so I asked him about his watch. I was so impressed with his response! He talked about the dial (aventurine) and brand (Zelos) with such passion and enthusiasm and I was struck by his knowledge and eagerness to share. I started researching the brand and purchased two watches from their next release; one for me and one for the hubs.
I had only been exposed to the very traditional cream dials that my parents wore and found myself drawn to the unique materials and use of color that I never knew existed.
What has kept me in this world, is the discovery process of both new and innovative designs, as well as the innovations and artistry of the past. I approach watches like I approach art. Does it make me feel something? What is the story behind its creation? Do I feel a connection to it as it’s on my wrist? And of course the wonderful and supportive watch community where we share this passion with others that feel the same way-it’s very rare and special.”
Have you noticed any shifts in the industry for women, and what would you still like to see change?
“I have definitely noticed more women participating in this industry. I had the privilege of meeting
incredible women watch designers at British Watchmakers Day. I saw at least twice as many women representing brands at BWD than I had seen at any other show. I see women owners and co-owners, marketers, organizers, and officers. So women are walking through doors whether they are open or not. I recognize that barriers still exist but that will change and the industry will be the better for it.”
Is there a particular watch or project that feels especially meaningful to you, and why?
“My most meaningful watch is my Christopher Ward Bel Canto Rosa. I knew I wanted one, and an opportunity to purchase a pre-owned one in perfect condition at an excellent price came my way (I find the ones that are meant to be always find their way to me). Over Christmas I was with my family at the Nashville Zoo. Of course my family will always ask what I’m wearing and I told them about the Bel Canto. Unbeknownst to me, my sister had set an alarm just before the top of the hour so they could all hear the watch chime. She gathered everyone together and they all hovered around the watch waiting for the chime as we were standing in front of a large tank of jellyfish. Someone snapped a pic, and that picture (and watch) is so meaningful to me. It’s wonderful when people show interest in the things you love, just because they love you.”
Cynthia and her family
Sarah – Co-owner, Golby Watches
A few steps away, I spotted Sarah, co-owner of Golby Watches. You could see her beaming smile from across the room, her purple Coastal watch gleaming just as brightly.
What first drew you into the world of watchmaking?
“My husband Craig, he has always been a watch fanatic. When he began Golby Watches it was inevitable that I'd get involved sooner or later. The first launch I was pretty much hands-off until the Kickstarter launched, it quickly escalated and by the launch of the Coastal it was very much our company. I love going to the events and getting to meet new people, that very much keeps me coming back for me. “
Have you noticed any shifts in the industry for women, and what would you still like to see change?
“I'm slowly seeing more women attending shows and becoming active in the watch community. I feel that it's becoming more gender-neutral in the microbrand world and I'm all for that, but I feel commercial, bigger brands aren't necessarily following the same path.
I'd like to see the progression continue, with more options on the market that respect women as genuine watch enthusiasts, and not purely looking at watches as another form of jewelry/ accessory with unnecessary bling.”
Is there a particular watch or project that feels especially meaningful to you, and why?
“Our upcoming release, the Skipping Stone, has been a labour of love. It is very different to our previous designs and Craig and I are nervously excited for its launch in May. It shares so much of the usual Golby DNA.....bold colours, texture and practicality, but with a new take on this.”
Sarah
Sophie Scott-Lewis — Ultra Realistic Watch Artist
Tucked away in one of the deepest corners of the show, I found Sophie Scott-Lewis, though “hidden” feels like the wrong word for someone shining so brightly. I had been looking forward to giving Sophie a hug for years, and finally seeing her in person, thriving, radiant, and deservedly in the spotlight was a real joy.
What first drew you into the world of watchmaking, and what’s kept you here?
“Like so many of us, my love of watches started young, but the real spark came from my brother Ben. He bought a watch to celebrate a milestone and, if I’m honest, I was a bit jealous. We’re quite competitive, so I immediately thought, I need one of those. I didn’t properly step into the industry until a couple of years ago when I was commissioned by the British brand Isotope to draw their Chronograph Moonshot, which really started everything. What’s kept me here is simple. I love getting lost in the details, from handsets to the way light hits a domed crystal, but more than anything, it’s the people. The watch community is incredibly passionate and generous, and it constantly inspires me to create.”
Have you noticed any shifts in the industry for women, and what would you still like to see change?
“My experience has been very positive, although I know that isn’t the case for everyone. Even in a short time, I’ve seen encouraging shifts, with brands evolving and more women shaping design, media, and how watches are perceived. I strongly believe watches shouldn’t be gendered, though there are still moments that show progress is needed, like being steered towards diamond-set pieces while my male friend was shown a tool watch. The change feels driven by the community, and while brands can be slower to catch up, it is happening. For me, it’s about getting to a point where people are guided by taste and interest, rather than assumptions.”
Is there a particular watch or project that feels especially meaningful to you, and why?
“One of the most meaningful moments was creating my first watch portrait and, with some encouragement from my father-in-law, deciding to pursue drawing for brands and collectors. The watch was the A. Lange & Söhne Zeitwerk, which still sits firmly on my grail list, so it feels like a special place to have started. More recently, being Artist in Residence for the Alliance of British Watch and Clock Makers and creating a piece of Roger W. Smith’s Series Six was a real highlight. It was my most ambitious work to date, and an experience I’ll never take for granted.”
Sophie Scott-Lewis
Lizziy — @lizziyc on Instagram
Next up the lovely new gal on the block Lizziy. I actually spotted her through the crowds and instantly recognised her from her Instagram photos and made a bee line. It’s always such a joy to see more women watch enthusiasts and was so keen to find out more about her watch journey so far! For context her lovely partner happens to be the incredibly passionate watch geek extraordinaire Jorge aka @watchyourselfjorge on Instagram and Youtube.
What first drew you into the world of watchmaking, and what’s kept you here?
“I was only exposed to the watch world about 6 months ago, you know Jorge so you know how enthusiastic he is, and it was very easy for me to fall into the hype. One of the first questions I had was about women in the industry, which is where I got sent links to Britt Pearce, yourself and Jenni Elle. Immediately I knew I was hooked.“
Have you noticed any shifts in the industry for women, and what would you still like to see change?
“I don't know if I have been aware of the industry long enough to notice shifts just yet, however the coverage of women in watches is certainly one which excites me and the fact this is being celebrated by not only us women but the men too I think is a really big step in the right direction of acceptance and equal opportunities. “
Lizzyi
The Sarah Effect
At this point, I started to notice a pattern.
Sarah. Sarah. Sarah.
So many, in fact, that I did what any curious mind would do. I looked it up. The name Sarah means “noblewoman” or “female ruler.” And honestly? It tracked.
Sarah Baumann — COO, Christopher Ward
One of those “rulers” is Sarah Baumann, COO of Christopher Ward. One of the most composed, insightful people I’ve had the pleasure of speaking with and a such a brilliant mind.
What first drew you into the world of watchmaking, and what’s kept you here?
“My route into watchmaking was unconventional - I didn’t come from a traditional watch or jewellery background but from advertising and marketing. I spent 17 years at Leo Burnett, ultimately as Deputy CEO, followed by time scaling digital-first businesses like VaynerMedia and Jungle Creations. I also spent 5 years running a boutique luxury agency called Atelier (part of Leo Burnett). That ignited my interest in luxury and how modern luxury brands were ripping up and reinventing the traditional elitist codes of luxury and building brands that appealed to more diverse and younger, digitally connected audiences.
This was also what drew me to Christopher Ward. I loved what Mike, Peter and the team had set out to do and the way they were doing it. I couldn’t resist the opportunity to be part of something genuinely disruptive within a heritage industry, where quality, innovation and transparency were driving forces. I love the depth of watchmaking – the craft, expertise and history – the blend of art and science - combined with the energy and innovation.
I also love the watches! I wouldn’t be here if I didn’t love them and I have gone down that rabbit hole now! To design, create and make something physical, an “OG technology” in a world where everyone is naturally AI-obsessed is also fascinating and I think we will see that become increasingly valued as the world becomes increasingly tech-driven. I also love the relationship we have at Christopher Ward with our community. It’s a world with deep emotional connection and that gives us enormous potential to think about how we grow and connect globally.”
Have you noticed any shifts in the industry for women, and what would you still like to see change?
“Yes, something is afoot! There’s an energy in the air and conversations cropping up that are not just the result of IWD (International Women’s Day) and the great events there have been. There definitely has been progress and it’s important to recognise that but it’s also fair to say there is a long road ahead. I like to see that as a big opportunity for the sector – both for women working within it or attracting talent, and indeed most importantly to better serve female Consumers.
The rapid growth of the independent watch sector, the growth of community and events as well as accessibility driven by technology (online Direct-to-Consumer brands and the explosion of YouTube) means that the traditional gender stereotype and hierarchy are being broken down. That is a crucial enabler for change as it makes the sector more accessible and open for women. Many of the barriers to an industry or sector are unconscious—ie. they’re not usually exclusionary by design but because the informal networks and formal structures are well established, this can make it hard to break into. So, unless the context can change, real progress is difficult, not just for women but also in relation to ethnicity, sexual orientation, disability and so on.
However, walking the room at British Watchmakers’ Day was a really positive experience both to see the women behind the stands and the women coming to experience the watches for themselves (not under duress!). This is a trend we’re seeing in our showrooms and events all over the world.”
Is there a particular watch or project that feels especially meaningful to you, and why?
“This is so hard to answer! I get very excited about what is coming down the track as it always seems to get more exciting – and one of the best parts of my role is working with our brilliant product and design team on our new product development. So, the truthful answer is something I can’t tell you about (yet!).
However when I look at Christopher Ward, I am very proud of the watches that sit within our Atelier Collection and how this has evolved even over the last 18 months since I’ve been here. We describe this as our ‘technical and creative playground’ as it’s where we bring together technical innovation, design and storytelling. It’s where we start ambitious projects that we don’t exactly know how to solve but determination and love of innovation (and horology) drives us – our new C63 True GMT with our new CW-002 movement as an example of this. Three years in the making and a lot of hard, hard work. The Atelier Collection embodies the heart of the brand and shows Christopher Ward stepping confidently into a more elevated, expressive space - bringing together technical innovation, quality, design and storytelling but still with accessibility and value at the core. It’s a clear marker of where the brand is heading.
More broadly, the most meaningful projects are the ones that deepen our relationship with our community. CW has an unusually engaged global audience, and when we create products, or do events that resonate with them—not just as customers, but as participants in the brand— that’s when it feels most impactful. The fact we have an active forum of over 17000 members worldwide, many of whom we’ve known personally for years, means an awful lot to me. “
Left: Olivia Blakstad; Right: Sarah Baumann
Sarah Fergusson – Bonhams
Our third and final fabulous Sarah of bunch is Sarah Fergusson. A completely badass watch nerd extraordinaire and a senior watch specialist at Bonhams Auction House whom I was lucky enough to bump into and chat with on the day.
What first drew you into the world of watchmaking, and what’s kept you here?
“I grew up in a home full of antiques because my parents were passionate collectors, so I spent a lot of time in auction houses, markets, and antique shops from a young age. That exposure naturally developed into an interest of my own, particularly in jewellery, and by 15 I’d already decided I wanted to become a jewellery specialist in an auction house. When I started my first job after university, I worked across jewellery, watches, and coins. Around that time, the pre-owned watch market was really gaining momentum, and I found myself handling more and more watches that performed exceptionally well. Compared to that, the jewellery felt less exciting, so I gradually shifted my focus to watches, and I haven’t looked back since.”
Have you noticed any shifts in the industry for women, and what would you still like to see change?
“For me, it really comes down to inclusivity and awareness. I’d love to see more people, across all genders and backgrounds, engaging with the British watch industry. A lot of the time, when people ask what I do, they’re quite surprised because they don’t realise how broad the industry is. They might know a few big international brands, but they’re often unaware of the pre-owned market, watch auctions, or the fact that we have a growing and genuinely exciting watch industry here in the UK. It’s definitely a space with a lot of potential.”
Is there a particular watch or project that feels especially meaningful to you, and why?
“For me, British Watchmakers’ Day and the Alliance as an entity are among the most exciting things happening in the industry right now. The Alliance has built a fantastic platform that allows British brands, regardless of size or background, to connect with both new buyers and seasoned collectors. I really can’t speak highly enough of what they’re doing or the direction they’re helping the UK industry move in. What’s especially important is how inclusive it all feels. Both the Alliance and British Watchmakers’ Day are opening the door for people from all walks of life to get involved in watches, whether as a career or simply as a passion. That’s something I see reflected in the auction world as well. At Bonhams we handle an incredibly broad spectrum of watches, from different eras, origins, and price points, and that gives us a unique opportunity to connect with a very diverse audience. It’s a big part of why I enjoy what I do so much.”
Sarah Fergusson
Katya Audsley – The Driving Force
Last but absolutely not least, Katya Audsley the PR & Membership Manager of British Watchmakers’ Day. Like a tornado in the best possible way, I so enjoyed watching her glide through the show like the rock star she is.
What first drew you into the world of watchmaking, and what’s kept you here?
“My background is marketing and my dream was always to work in FMCG (Fast Moving Consumer Goods) rather than financial services, where I was working for years. The Alliance was launched during lockdown and, although initially, I was only looking to help with memberships temporarily, but then this amazing sector just pulled me in and I was fortunate enough to grow my role alongside that. I’m now in charge of the Alliance’s marketing and memberships and run British Watchmakers’ Day.”
Have you noticed any shifts in the industry for women, and what would you still like to see change?
“Women really seem to be getting into watches both as collectors and in watchmaking roles as well. Even since the first event in 2024, I can definitely see more women coming to British Watchmakers’ Day and there are lots of women in charge of watch brands or in leading roles.”
Is there a particular watch or project that feels especially meaningful to you, and why?
“Obviously the Alliance has been my “baby" for the last 5 years. That’s what I call it as a mum. I've helped it grow and mature into a meaningful and strong trade body promoting the British watch sector all over the world with 115 Trade members and 1,600 Club members. I’ve recently joined the board of the new company Loupe Works which will be offering prototype building, component sourcing and assembly to the British watch sector. My co-directors are Matt and Karim from Beaucroft. This is the next stage towards bringing manufacturing back to the UK and I’m very excited to be a part of it.”
Katya Audsley
Closing Thoughts
By the end of the day, one thing was clear. The narrative is shifting. Not loudly, not all at once, but steadily, meaningfully, and with real intent.
The women I met weren’t just participating in the watch world, they were shaping it. Through creativity, leadership, curiosity, and community, they are redefining what this space looks like and who it’s for.
And perhaps the most exciting part? It feels like this is only the beginning. A huge thank you to all the incredible women who took part. You are all so inspiring!