The Crossword Centre Clue-Writing Competition

CCCWC October competition voters’ comments
 
Clue no. 36: New watch company briefly put a change of direction on ice (7)

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A clue to CHOCTAW.
2 comments refer to this clue (from 2 competitors, 0 others)

Here is the text

Comments on the clue
1.Nice smooth construction
2.Good effort, but change of direction from a new company doesn't seem convincing on the surface. Something like 'struggling' perhaps?