Watch was launched on 7 October 2008. The launch was part of a major revamp of UKTV's channels. The channel's identity was created by Red Bee Media.
Watch was revamped on 23 September 2010 with a new look and the tagline "Watch… together". The rebrand was done by Harriman Steel.
A new logo was revealed on 23 January 2012, to be launched on 13 February 2012, but only the promos, DOG and ECP changed on that date. the complete launch was moved to 9 March 2012. The rebrand was done by DixonBaxi.
On 15 January 2016, UKTV announced that it would overhaul Watch on 15 February, introducing a new brand – W – with a slate of original peak-time dramas, documentaries and lifestyle programming. W will also air a same day repeat of BBC One's EastEnders, effectively replacing the current BBC Three repeat when that channel moves online.
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