The market for luxury watches, which was previously thought to be dominated by men, is seeing a rise in demand from women.
This change is being fueled by celebrity sponsorships and worldwide fashion trends, which are opening up new avenues for self-expression and empowerment with luxury timepieces.
Luxury watches have long been perceived as a male-dominated domain in the world of horology, but this stereotype is rapidly changing. Men dominate 65% of the market but experts say the women’s watch segment is expected to grow to $26.7 billion (€25 billion) by 2027.
The global fashion and lifestyle landscape has evolved – influences from around the world have reached Indian shores, inspiring women to explore and invest in the craftsmanship and legacy of the world’s top watchmakers. Women in India are increasingly embracing high-end timepieces, not just as accessories but as statements of personal style and identity.
Understanding women’s growing affinity for luxury timepieces
This surge in the luxury watch market among women can be attributed to several factors. Firstly, there is a growing appreciation amongst female consumers for fine craftsmanship and intricate design. Women are also more likely to purchase multiple timepieces – some for daily wear and others for special occasions. While brands like Cartier, Bvlgari, Piaget, Jaeger LeCoultre and Omega have been catering to this demand since the dawn of time other brands like Panerai, IWC and Roger Dubuis (which were always known as masculine brands) have recognised this shift, creating exquisite pieces that cater specifically to female aesthetics These brands offer a range of styles that appeal to the diverse tastes of modern women, from classic to contemporary. The top luxury watch brands are also offering timeless options for daily use, as well as elaborate and exciting designs to appeal to discerning fashionistas. Cartier’s PANTHÈRE collection of watches, personifies this, as the collection consists of timepieces for everyday wear and then some, for those special events.
The celebrity effect on the watch market
Celebrities and influencers have also played a pivotal role in this transformation. Figures like Deepika Padukone who is now the brand ambassador for Cartier and Priyanka Chopra, the brand ambassador for Bvlgari have been spotted wearing luxury timepieces, setting trends and inspiring their followers. Their endorsement of luxury watches goes beyond fashion; it represents empowerment and breaking away from conventional gender roles. Whether it’s a classic Cartier Tank, a bold Panerai Luminor,Bvlgari serpenti or an elegant Jaeger LeCoultre Reverso, these celebrities have shown the aspirational Indian woman that luxury timepieces are another avenue to showcase their unique style and personality.
Emerging trends in women’s watches: Conclusion
Looking ahead, the future of women in the luxury watch market is certainly promising . In the past, it was always considered that women would choose jewellery over watches as a statement piece or an accessory. Although the same doesn’t hold true now, women now prefer to wear timepieces that are not just a watch but also a statement jewellery piece such as the Piaget Limelight Gala, Bvlgari Serpenti Tubogas or the Panthere de Cartier. They also like to dress up their timepieces with bracelets and charms where the watch is still the statement piece and jewellery is just an additional element to add up to the glamour.
(Inputs by Gaurav Bhatia & Bharat Kapoor Coforunders & Directors ART OF TIME)
