Swan & Edgar
British heritage watches hand assembled with a 5-year warranty
Last updated on 7th September 2026
About Swan & Edgar
Watch collections take names such as Diplomat, Complexity, Horizon, Ambassador, World Timer and Tourbillion, spanning automatic and mechanical quartz movements. Buyers are typically after a formal or business watch with a heritage story behind it, often as a gift.
The Complexity Automatic comes with a leather strap and business quarter function, while the Diplomat and Ambassador Mechanical Quartz sit in the same dress watch territory. The Horizon, limited to 300 pieces, takes its design cues from the White Cliffs of Dover and the Battle of Britain, developed over a year and a half. Beyond watches, the range extends to interchangeable watch straps, a luxury pen, cufflinks, a credit card holder and ladies bangles, along with gift cards for those buying without a specific model in mind.
Swan & Edgar takes its name from the department store that once anchored London's West End, and each watch is hand assembled and sold with a five-year warranty. The business operates from Gadd House in north London and sells directly online rather than through third-party retailers, positioning its watches as an affordable route into automatic and mechanical quartz timepieces.
What Swan & Edgar sells
- Automatic watches
- Mechanical quartz watches
- Watch Straps
- Luxury Pen
- Cufflinks
- Credit Card Holder
- Ladies Bangles
- Watches
Highlights from Swan & Edgar
Diplomat
A dress watch built around British heritage design, available in silver, black and blue dial variants.
Horizon
A limited run of 300 pieces inspired by the White Cliffs of Dover and Britain's wartime resilience.
Complexity Automatic
A hand-assembled 210-part automatic watch in a 43mm polished stainless steel case with a skeletonised back and day-night indicator.
Swan & Edgar delivery, returns and warranty
- Delivery
- UK Standard Delivery 2-4 business days; Express 1-3 business days
- Returns
- 30 days from delivery, item unused and in original condition
- Warranty
- 5-year (60 month) warranty against manufacturing and material defects
- Payments
- Debit/credit card and Klarna Pay later
- Ships to
- UK, US, EU, Canada and worldwide
- Based in
- United Kingdom
Questions about Swan & Edgar
What makes the Complexity Automatic watch different?
The Complexity Automatic is an automatic movement watch with a leather strap and a business quarter function, making it suited to business casual wear. It is one of the brand's best sellers, priced at £195.
How limited is the Horizon collection?
The Horizon launch is limited to 300 pieces and took one and a half years of design and development, inspired by the White Cliffs of Dover. It is designed around themes of contrast, clarity and enduring character.
Is the Diplomat watch strap adjustable?
Customer reviews describe the Diplomat as having a fully adjustable strap that fits any wrist, with a solid weight and presentation. It is priced at £255 and sits among the brand's best sellers.
How do I adjust or change my watch strap?
If you do not own a spring bar removal tool, Swan & Edgar recommends visiting your local watch repair shop to have the strap changed or adjusted. Instructions for operating the watch itself can be found online.
How long does delivery take to the UK?
Standard UK delivery takes two to four business days, while express delivery takes one to three business days. Orders placed after 2pm on Friday, or over the weekend and bank holidays, are processed on the next available working day.
What is the returns policy and how long do I have?
Returns are accepted within 30 days of delivery provided the item is unused, unworn and in its original condition with all packaging and labels intact. Return shipping costs are deducted from the refund unless the item is faulty or incorrect.
How does the 5-year warranty claim process work?
You contact customer support with proof of purchase, and Swan & Edgar will repair or replace the watch free of charge if the claim is valid, covering return shipping costs themselves. The warranty does not cover batteries, straps, glass, routine maintenance, or damage from misuse.
Can I change or cancel my order after checkout?
You can contact customer service immediately to request a change or cancellation, but once the warehouse has processed the order no changes can be made. It is best to act quickly if you need to amend an order.
What happens if my watch arrives damaged?
You should email customer service as soon as possible with your order number and a photo showing the item's condition, and the case will be reviewed individually for a resolution. The same applies to items that arrive defective or incorrect.
Alternatives to Swan & Edgar - Jewellery & Watches market
- Christopher Ward A more established British direct-to-consumer maker with in-house Swiss movements, at a higher price for serious watch collectors rather than a gift-shop piece.
- Marloe Watch Company A smaller British microbrand at a similar price point, with more credibility among watch enthusiasts but a narrower range of formal dress styles.
- Mr Jones Watches Affordable British design at a similar price, but leans towards quirky art-piece dials rather than a formal heritage look.
- Cabot Watch Company Built on genuine military-issue heritage rather than a revived department store name, with a more utilitarian tool-watch look.
- Michael Kors A mainstream fashion watch brand at a similar price, trading British heritage styling for wider recognition on the high street.
- Fears A genuinely 19th-century revived British watchmaker rather than a recently launched name, at a noticeably higher price.