Peter Ellis is a prominent British entrepreneur and co-founder of the watchmaking company Christopher Ward London. His career is characterized by a transition from the retail of educational toys to the disruption of the luxury watch industry through a pioneering direct-to-consumer business model.

Before entering the horological world, Ellis established a successful track record in the retail sector. Most notably, he served on the board of directors at the Early Learning Centre, an ethical toy company. Alongside his business partner Mike France, Ellis was instrumental in the growth of the brand, which they eventually sold in 2004 for approximately £62 million.

The concept for a new watch brand emerged in May 2004 during a boat trip on the River Thames. Ellis, Mike France, and their colleague Christopher Ward brainstormed a business venture that would combine their interest in horology with an innovative retail approach. Motivated by the discovery of high markups in the Swiss watch industry, they aimed to democratize luxury timepieces. The trio founded Christopher Ward in 2004, choosing the name because it was perceived as quintessentially English.

Under the collective leadership of the founders, Christopher Ward launched in June 2005 as the world’s first online-only luxury watch brand. Operating initially from a converted chicken shed in Berkshire, the company bypassed traditional third-party retailers to offer Swiss-made watches at more accessible prices. Ellis played a key role in navigating the company through its early years of growth and its eventual global recognition.

Ellis’s tenure at Christopher Ward has been marked by significant milestones, including the brand’s 2014 merger with its Swiss manufacturing partner, Synergies Horlogeres, and the development of the SH21 in-house movement. He remained a central figure in the company’s leadership following the departure of co-founder Christopher Ward in 2020. Throughout his career, Ellis has emphasized the importance of lean economic models, high-quality engineering, and maintaining a close, transparent relationship with the consumer.