Rotary’s Revival Accelerates with New Ministry of Defence Partnership
The interview details how Peers Hardy’s acquisition of a 50% stake in Rotary Watches, alongside Citychamp Watch and Jewellery, is revitalizing the historic British brand. By securing joint ownership, the company now controls design, manufacturing, and distribution, allowing long‑term investment in marketing and product development. A key initiative is the partnership with the UK Ministry of Defence, which will launch a collection of Army, Royal Navy, and RAF watches—including mechanical, quartz, and connected models—later in 2026. The collaboration leverages Rotary’s authentic military heritage, reviving the original Army Trade Pattern watch and expanding into new service‑specific editions, while also offering a rugged smartwatch with military‑inspired features. The strategy emphasizes storytelling to connect heritage with younger consumers, using genuine historical narratives rather than superficial aesthetics. Peers Hardy expects the MoD partnership and the broader Rotary x MoD collection to drive strong growth in 2026, helping the brand regain market share and sustain expansion across its product portfolio despite a challenging economic environment.
Buying Time Analysis: This story is important because it highlights how Peers Hardy’s strategic acquisition and partnership with the Ministry of Defence revitalize the historic Rotary brand, positioning it for sustained growth through authentic military heritage and modern watch innovations.
