Geneva Watch Days, a prestigious event in the world of horology, witnessed a significant shift this year: the rise of women’s watchmaking. Brands, recognizing the enormous potential of this market, launched a charm offensive to capture the attention of female (and male) buyers seeking timepieces designed specifically for women.
The 52 brands exhibiting at the event showcased their latest creations, all seemingly infused with renewed technical and artistic ingenuity to appeal to the female audience. Each brand presented its own vision for this burgeoning market, highlighting the growing demand for watches tailored to women’s preferences.
Jean-Christophe Babin, CEO of Bvlgari, a brand with a rich history in jewelry, emphasized the untapped potential of women in watchmaking. He pointed out that while women represent a significant portion of the global population, their representation in the watchmaking industry, particularly at prestigious awards, remains significantly lower. He believes that a shift is needed, urging Swiss brands to design truly authentic women’s watches instead of simply shrinking men’s models.
Bvlgari, with nearly three-quarters of its sales driven by women, stands as a testament to the success of watches specifically designed for women. Their iconic Serpenti Pallini creation, launched in 1948, embodies this approach with its intricate design and craftsmanship. The snake-shaped watch, adorned with diamonds and emeralds, houses the Piccolissimo caliber, a miniature mechanical marvel, within its head.
Girard-Perregaux, another prominent brand, adopts a different perspective. They believe in a gender-neutral approach, emphasizing the passion and message of the watch rather than targeting specific genders. Their French CEO, Patrick Pruniaux, highlights that women are increasingly interested in complicated watches, which are not traditionally seen as ‘women’s’ watches. Girard-Perregaux offers a range of watches that cater to both genders, focusing on their craftsmanship and storytelling.
The watch market, experiencing record growth in recent years, has also witnessed a surge in demand for women’s watches. Allied Market Research estimates the women’s watch segment to reach $26.7 billion (€25 billion) by 2027. Breitling, a renowned watchmaker, is embracing this shift by expanding its women’s collection, which currently accounts for around 17% of their sales. While this represents a relatively small proportion of their overall sales, it signifies a significant number of watches sold annually.
Breitling, known for its aviation heritage, seeks to offer a more relaxed alternative to conservative watchmaking while maintaining its brand identity. Their CEO, Georges Kern, believes in catering to women who are passionate about their individual pursuits, including surfing, triathlons, and snowboarding, aligning with Breitling’s existing male clientele. Breitling collaborates with a diverse group of female ambassadors, including American snowboarder Chloe Kim, highlighting their commitment to inclusivity.
Oris, another notable watchmaker, is taking a different approach by partnering with Yusra Mardini, a Syrian refugee swimmer who became a symbol of hope and resilience. Mardini’s story, featured in the film ‘The Swimmers,’ showcases her journey as a refugee and her dedication to making a difference. Oris recognizes the importance of representing diverse stories and has chosen to work with Mardini, a powerful female figure, to further their ‘Change for the Better’ movement. Mardini, a UNHCR Goodwill Ambassador, embodies the brand’s commitment to social responsibility and inclusivity.
The Geneva Watch Days event demonstrated the growing awareness of the potential of women’s watchmaking. As women gain greater financial independence and seek timepieces that reflect their personal style and values, brands are adapting their offerings to meet this evolving demand. Whether through the creation of specifically designed women’s watches or the adoption of a gender-neutral approach, the watch industry is embracing the power of diversity and the importance of recognizing the unique preferences of women in the world of horology.
