6th October 2025
October 6 – Premier League club, Everton FC has unveiled a new Christopher Ward showroom inside their brand-new Hill Dickinson Stadium, making Christopher Ward, the first watch boutique in the world to be housed inside a football ground.
It’s a partnership that, on the face of it, makes no sense whatsoever because what does a luxury watchmaker have to do with a Premier League club?
The answer lies in football’s ever-shifting identity. Football is no longer a refuge for the working class. The modern stadium has evolved into a platform for commerce, culture, and curated experience with the ‘53° North’ hospitality are being a prime example.
Described as “understated premium”, the space blends Liverpool’s industrial dock heritage with horological artistry. Open on non-matchdays, the venue offers a members-club atmosphere rather than a traditional retail feel, complete with access to Christopher Ward’s Anglo-Swiss watch collections.
Clubs understand that the bricks and mortar of a stadium used once every two weeks with an occasional Cup or European night, no longer cuts it from the revenue perspective. The future of the sport and its million-dollar venues now lies in the blending of football and lifestyle.
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