a family affair





Founded in 1994, as a Father and Son team, based upon a solid foundation in both design and manufacturing. Based to the North West of Norwich, located close to the Airport, within easy reach of the main access roads, and are the Spandex appointed SignBuild Centre for the East of England.

Most popular products are kept in stock, and are available in most cases, on the day, from our busy trade counter, with non-stock or special order items usually available for collection or delivery, on a next-day basis. Offering a cut-to-size service on sheet materials, and a competitive local delivery service, we also have in-house processing for all types of sign-trade fabrication, as well as in-house large format digital print and print finishing.

We pride ourselves in building a company that is led by design and problem-solving, using the best of modern materials and techniques, with old-fashioned values of quality and care. We have assembled a close-knit team of highly-accomplished sign-making and graphics professionals, with many years of experience under their belts, covering many disciplines.

In 2000, we took the decision to shift our emphasis entirely over to supplying trade-only, and quickly carved ourselves a niche in the market.

We take great care in making sure that you get the best products available, at the best price possible, as quickly as you need it. Simple as that. It’s a strategy that has seen us become one of the foremost independent trade-specific suppliers to the Sign and Display sector in the East of England.

Years in the Business
Orders Taken
Corners Cut


Justin Watts

Co-founder / Managing Director

Graduate in Graphic Design, Typography & Publishing Design from NUA. More shoes than Imelda Marcos. Number of bikes: N+1.

“From a very early age, watching my Dad as a Signwriter, I knew that this was what I wanted to do…. it was in my blood. The fact that I had the honour to do it alongside my hero for over 20 years, has iced the cake.”

Alain Watts

Co-founder / Chairman (1947 - 2016)

Hugely talented Signwriter, Signmaker, Scenic artist and Prop-maker.

“A dedicated family man, whose family extended to those at Signforce. Deeply missed, but with us every day. A firm believer in the mantra – Either do it properly with everything you have, or don’t do it at all.”

Kathy Watts

Financial Director / Internal Sales

Affectionately known as “Mum”. The keeper of the purse strings.

“The friendly face at the trade counter… soft as a brush, but sharp as a razor. Our matriarch.”

Kerry Watts

Sales Director / Financial Controller

A jewellery professional by trade, with years of experience in sales and a ferocious eye for detail… a diamond.

“Mad cat lady. Beach lover. Christmas can never come soon enough. Expert fire-lighter.”

Lee Williams

Operations Manager

20 years in the trade, with us since 2005. Great team-player, in a great team.

“Boxing, Cycling and the Gym… but loves his food and ale.”

Peter Ready

Warehouse & Fabrications Manager

CNC Router Wizard. Donut demolisher. Coffee connoisseur. Tenpin Bowler, Karaoke King, Demon Match Fisherman.

“I joined Signforce in 2004 as Warehouseman, and have been running the CNC router shop since 2007, thriving on the different challenges every day brings.”

Callum Bond


A proud father of Alfie and Willow with 15 years of experience within the sign industry. Collector of Lego. Rollercoaster enthusiast. Avid festival and gig goer, terrible singer. #ITFC

“There’s no right side of the bed / With a body like mine and a mind like mine.” Joe Talbot, idles – 1049 Gotho

Jason Coulthard


With us since 2004, a hard working, laid back team player, with 30 years experience. A football coach and foster carer, and fantastic husband (according to the wife). Partial to muffins.

“Accept that some days you’re the pigeon, and some days you’re the statue…” David Brent.

Peter Edwards


43 years in the trade (11 with us and counting), an invaluable asset. Traveller, Reader, Foodie.

“Born sometime around the middle of the last century, Married with two grown-up sons, mild mannered and good natured, with a dislike for almost nothing.”

Theo Chamberlin


Background in Art & Graphic design, with experience in specialist coatings.

“Smiler. Joker. Marathon runner. Resident fashionista. All about the streetwear and footwear.”