Are watches becoming gender-neutral in the future?
In the world of watchmaking, a significant shift is underway as brands move towards unisex designs and break traditional gender roles. This trend is driven by evolving consumer preferences for more versatile, inclusive timepieces that appeal across gender lines.
The push for unisex watches is influenced by several factors. Versatility and Comfort are key considerations, with modern watches featuring adaptable sizing and interchangeable straps. For instance, the Tudor Black Bay 54, with its 37mm case, caters to smaller wrists, while brands like Nomos Glashutte offer watches like the Club Sport Neomatik 34, designed for smaller wrists yet boasting a robust and feminine appeal.
There is also a shift in consumer attitudes, with watches increasingly seen as personal style statements rather than gendered accessories. Buyers value colourful, sporty, and design-driven watches that are practical and expressive. This leads brands to offer collections that do not conform strictly to masculine or feminine categories.
Cultural shifts are another driving force. The move towards breaking traditional gender binaries in fashion and accessories, including watches, aligns brands with contemporary social values promoting inclusivity and self-expression. This shift broadens the market by appealing to younger, more progressive consumers.
Design Innovation also plays a role, with some brands focusing on minimalist and purist designs that transcend traditional gender styles, emphasizing form and function over gendered aesthetics.
However, the transition is not without challenges. Rescaling a watch, while aesthetically feasible, may pose mechanical challenges. Stephane Waser, CEO of Maurice Lacroix, warns that scaling down a bigger watch to a mid-size can be challenging without compromising the design.
Despite these challenges, many brands are moving away from marketing their products under 'men's watches' or 'women's watches', preferring to categorize by collection and sizes. This approach allows for a wider range of consumers to find a watch that suits their personal style and preferences.
Celebrities like Michelle Yeoh, Jeff Goldblum, and Colman Domingo have been spotted wearing these unisex designs at high-profile events, further demonstrating the growing appeal of these versatile timepieces.
Brands like Zenith, Hublot, and Nomos Glashutte are at the forefront of this movement, breaking free of traditional gender roles in watch design. Sylvain Dolla, the CEO of Tissot, stated that watch design is increasingly about reflecting a modern approach that embraces Swiss luxury without the constraints of gender roles.
The concern is not just about scale but maintaining a diversity of styles for anyone to choose from. Audemars Piguet, for example, makes its classic Royal Oak watch in sizes from 34 to 41mm, although it still has a 'For Her' section on its webstore.
In sum, the push towards unisex watch designs reflects a combination of consumer demand for versatile, functional, and style-forward timepieces plus broader cultural trends challenging gender norms in fashion and lifestyle products. This helps brands stay relevant and competitive in a changing market landscape.
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