Everton Launches First Stadium-Integrated Christopher Ward Showroom at Hill Dickinson Stadium.

Roger Hampel

Image: Everton Football Club

Everton Football Club has unveiled a new Christopher Ward showroom at Hill Dickinson Stadium, marking the first watch showroom in the world to be integrated into a football stadium. The initiative combines luxury retail with sport infrastructure, reflecting a growing trend of stadiums becoming multifunctional spaces that extend beyond matchday use.

Strategic Location and Concept Everton Christopher Ward

The showroom, named 53° North, is located in the West Stand in the “Dock on 1 Presented by Christopher Ward” premium space. According to the brand, the concept provides a tailored watch-buying experience, designed with a style described as “understated premium” and inspired by Christopher Ward’s existing showrooms in Maidenhead and Dallas.

The space includes artwork referencing horology and Liverpool’s industrial dock heritage, reinforcing both brand identity and local cultural connections.

Image: Everton Football Club

Business Significance

The launch represents a strategic partnership between Everton and Christopher Ward, offering a unique blend of luxury retail inside a Premier League stadium. Open on non-matchdays, the showroom provides customers with access to the company’s Anglo-Swiss collections in an environment designed to replicate a members-club feel rather than a traditional retail outlet.

Sports venues are increasingly being used as lifestyle and business hubs, hosting retail, dining, and cultural experiences to maximize their commercial potential. The Christopher Ward showroom at Everton’s Hill Dickinson Stadium adds to this trend by combining high-end watch retail with the growing sports hospitality sector.

By being the first football club to host a luxury watch showroom in its stadium, Everton positions itself at the intersection of football, lifestyle, and premium brand partnerships—an approach that could serve as a model for future multi-purpose stadium developments across Europe.