In this premiere episode of Watch World, I sit down with Jonny Garrett, the founder and CEO of William Wood Watches, at Woodbury House in Mayfair. Our conversation is genuine and warm as we discuss creativity, family history, future plans, and a strong commitment to giving back—especially to the firefighting community.

Jonny shares how his brand pays tribute to his late grandfather, a hero of the British Fire Service, by transforming upcycled firefighting gear into luxury timepieces. We also dive into the revival of British watchmaking, his unconventional journey from banking to watchmaking via Kickstarter, and the art of storytelling that sets his watches apart. And when LA’s firefighters are battling wildfires, Jonny’s innovative spirit shines through with a charitable initiative that supports those on the front lines.

What Faye takes away from the interview with Jonny is that he has a fire within—never to be extinguished—as he takes his brand to new heights.

So get into the episode now and see the story behind this week's watch.

Key Takeaways

• Every brand has its own unique story.

• William Wood Watches transforms upcycled firefighter gear into stylish timepieces.

• Giving back is at the heart of the brand, with a strong focus on supporting firefighters.

• Building a brand is rarely a straight path—expect twists along the way.

• Authenticity and honest storytelling make a real connection.

• The watch industry is tough, and a strong social media presence is essential.

• Securing the right financial backing can be challenging for entrepreneurs.

• Partnering with charities that truly help communities can boost a brand’s growth.

• The firefighting community has embraced the brand with pride.

• Luxury brands have the power to support good causes and raise significant funds.

• Upcycling not only creates unique products but also promotes sustainability by reducing waste.

• Independent watchmakers are carving out a space in the luxury market.

• Creating memorable product experiences enhances customer engagement.

• William Wood’s vision is to build a brand that feels like a close-knit community.

Chapters

00:00 Introduction to Watch World and Its Mission

01:04 The Story Behind William Wood Watches

04:08 The Journey of Building a Brand

08:08 Current Position and Future Plans of William Wood

12:00 Authenticity and Storytelling in Branding

16:02 Challenges Faced by Entrepreneurs

20:00 Industry Changes and Competition

23:49 Advice for Aspiring Watchmakers

28:08 Community Response and Brand Impact

29:46 Supporting Firefighters Through Luxury Branding

35:13 Philanthropy and Community Engagement in Luxury

39:07 Sustainability and Upcycling in the Watch Industry

46:09 The Vision for William Wood Watches

51:20 Pride and Future Aspirations of the Brand

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Credits:

Host:

LinkedIn:Faye Soteri

Production:

Keenlii

Instagram

Producer:

LinkedIn: Barry Keegan

On Location Videographer:

Sharplight

Director:

LinkedIn:Gavin Foden

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About Watch World with Faye Soteri:

A watch doesn’t just tell the time—it tells a story. I’m Faye Soteri, and after 20+ years in global luxury retail and watch buying, I bring you the most credible, compelling voices in the watch industry—from independent artisans to haute horology titans—and occasionally highlight lifestyle elements that pair perfectly with our admiration of timepieces. Join me as we celebrate the art, design, and culture behind every watch.