In the world of horology, where wristwatches have long been associated with masculinity, a significant shift is underway. The traditional boundaries that defined men’s and women’s timepieces are blurring, giving rise to a new era of genderless watches that cater to a diverse range of preferences. This transformation challenges the historical notion that wristwatches were initially an accessory exclusively for women, while men favored pocket watches.
While men have come to view wristwatches as a symbol of their individual style and sophistication, women are increasingly making their mark in the world of horology. This influence extends from leadership roles at renowned watchmaking companies to a growing impact on the industry’s financial success.
At the helm of prestigious watch brands, we find notable women leaders such as Catherine Rénier at Jaeger-LeCoultre and Ilaria Resta, set to take the reins as the chief executive of Audemars Piguet. Amanda Mille, the eldest daughter of the highly successful Richard Mille, directs the company’s brand and partnership activities. Even in Australia, Megan Parker, a woman, leads Swatch, the largest watch group that encompasses Omega, Longines, Tissot, Blancpain, and Breguet among its brands.
Beyond the executive level, women’s influence is palpable in the industry’s bottom line. While specific figures are scarce, women are playing a pivotal role in driving the success of watch brands such as Cartier, Van Cleef & Arpels, Chanel, Chopard, Rolex, Blancpain, and Omega. Their impact goes beyond conventional “women’s watches” as they embrace a broader spectrum of timepieces, from jeweled creations to statement models traditionally associated with men.
This shift is partially attributed to women’s increasing freedom to wear watches that resonate with their personal style rather than conforming to gendered expectations. Brands have recognized the appeal of watches on female wrists, regardless of size or design, leading to a more inclusive approach to watchmaking.
IWC, for example, abandoned its “official supplier to men” marketing approach in favor of recognizing the growing influence of women in the watch world. This shift is exemplified by their choice of ambassador, Matildas’ captain Sam Kerr.
Breitling, another brand with a masculine legacy, has also adapted to the changing landscape. Their ambassadors now include Charlize Theron and Misty Copeland from the American Ballet Theatre. Additionally, the brand offers an extensive range of watches in sizes suitable for both men and women.
This trend toward inclusivity is evolving further, giving rise to the concept of genderless watches. Luxury conglomerate LVMH’s brand Zenith signaled this shift by eschewing terms like “men’s,” “women’s,” or “unisex” in reference to their watches. Instead, they focus on showcasing collections in a range of available sizes. Julien Tornare, Zenith’s CEO, believes that gender labels are no longer necessary and that buyers should choose the size that suits their preferences.
This transformation is sweeping through the industry, with brands like Rolex and Audemars Piguet offering the same watches in various sizes, allowing customers to make their own choices based on personal style and comfort.
In a world where women are increasingly drawn to high-end complications, and men are embracing the allure of wrist adornments with a touch of sparkle, the notion of gender-specific watches is rapidly becoming a relic of the past. As the industry evolves to cater to a diverse audience, it’s clear that the future of horology is genderless, where individuality and personal expression take center stage.
