Actor Russell Crowe has publicly endorsed the British indie watch brand William Wood Watches on TikTok, highlighting its unique backstory and designs made from upcycled firefighter equipment. The endorsement has boosted the brand's sales significantly, and Crowe plans to wear one of its watches in his upcoming film Heat. Founder Jonny Garrett expressed delight at the unexpected support from the celebrity.
Russell Crowe, known for his roles in film and his interest in watches, featured William Wood Watches in a TikTok video on his account igp366. The brand, founded by Jonny Garrett and named after his firefighter grandfather, produces timepieces using materials from upcycled firefighter gear. Crowe showcased a limited-edition Triumph chronograph in colors commemorating Queen Elizabeth II’s platinum jubilee, calling it one of his “handsome” purchases. He also mentioned wearing another model in his forthcoming MMA drama Heat, set for release in April.
In the video, Crowe explained the watch's appeal, noting its backstory and praising Garrett with the words, “Good job all round that man Jonny Garrett.” The endorsement came after Crowe learned about the brand through his friend, Australian comedian Adam Hills. Hills, who shares an interest in firefighting, purchased a William Wood watch following a BAFTA nomination in a previous year and posted a photo of it online. Crowe inquired about the watch via text, leading his assistant to contact Garrett in autumn 2024 during a dinner discussion about a potential collaboration with Hills.
Crowe has since bought four William Wood watches outright, without any gifting from the brand. One, the fire-engine-red Triumph Heat, features a crown made from a melted-down brass fireman’s helmet, a strap from fire hose, and a dial edge with a chequered pattern matching British fire engines. Its caseback is engraved with “IN CASE OF FIRE BREAK GLASS.” Garrett described the surge in interest as “remarkable” and “literally epic,” with the brand achieving three months' worth of revenue in just six days after the video. He noted Crowe's reserved nature, making the 3.5-minute video particularly gratifying.
Looking ahead, Garrett mentioned ongoing discussions for a possible collaboration watch tied to Crowe's remake of The Highlander. He believes his grandfather would have “had a real kick” out of the association.