Men in Blazers, the soccer-focused independent media network geared toward American audiences, announced a partnership with watchmaker Christopher Ward on Tuesday.
Both companies share a strong connection to Everton Football Club.
Men In Blazers CEO and founder Roger Bennett grew up in Liverpool as a fan of Everton, going to games at the team’s historic Goodison Park with his father.
Christopher Ward was named the Official Global Timing Partner of Everton in 2022.
As Christopher Ward looked to increase its footprint in the North American market, the company turned to Men in Blazers, which has played a large role in the growth of independent soccer media in the U.S.
The connection to American audiences actually extends further back, as Everton is widely known to over-index on American players historically.
While this new partnership begins, Goodison Park, which was first built in 1892, will be demolished as Everton moves to a new home.
“It's like a biblical epic to witness a club about to change themselves, move into this new stadium like a chrysalis and emerge as a butterfly slaying all comers on the football field,” Bennett told cllct. “Please, God.”
In addition to producing content, the partnership also features a limited-edition watch to honor Goodison Park. The tribute timepiece dubbed “The Goodison” is limited to 1,892 units and includes physical pieces from the stadium, including a melted down turnstile from nearly a century ago in the case back.
“We are delighted to be joining forces with our new friends at Men in Blazers,” Christopher Ward CEO and co-founder Mike France said in a statement. “With the U.S. being our largest market, this partnership is a natural next step in bringing CW to an even wider audience. Given our shared passion for football — and, of course, Everton — it was also a no-brainer for us. Men in Blazers have a truly fresh approach to content, and we’re looking forward to seeing what we can create together.”
“The end of Goodison Park is almost like a hole in time is closing,” Bennett added. “But this watch is emotionally powerful every time I look down on it. It's a reminder of two things: I do think of my own personal memories so fondly at the club … the emotions I've experienced going with my dad as a kid, taking my own kids with him no longer here, but also really a reminder of what I think is the most important life lesson, which is that time is so profoundly finite and we just have to save it every second and make memories while we can.”
Will Stern is a reporter and editor for cllct.