Why are more women investing in luxury watches?

Collaborative Post | It’s no secret that the luxury watch industry was developed primarily by men, for men.

In their appearance, some of the most timeless, legendary designs are also some of the most androgynous. Yet when socially relevant women started wearing these watches, most were still marketed for the gents.

The finest timepieces were still mostly reserved for men alone until the early nineteenth century. But in an industry that will generate over $50bn in global annual revenue by 2025, women are now playing an integral role.

Photo by Marek Prygiel on Unsplash

​How did the rise of women’s interest in luxury wristwear begin?

Watches have traditionally been thought of as an investment – or a treasured sentimental piece to be passed through the generations of a family. In recent years, more women have been buying watches for themselves, rather than receiving them as gifts.

The reasons behind this trend aren’t clear. However, it could be down to a combination of exceptional designs emerging in the women’s watch market in addition to the Covid-19 pandemic. With tens of thousands of female CEOs, entrepreneurs and investors finding more time on their hands, turning to luxury watch investments became a rather lucrative side-hustle.

And with leading brands and timekeeping experts making the most of luxury watch trends on TikTok, information on the biggest players is more accessible than ever before.

Unisex timepieces: What’s the big deal?

Certain fans might not support unisex watches – usually because they believe the designs might be overly feminised.

Others believe that unisex watches are simply men’s models on a smaller scale, designed to fit smaller wrists. As an example, a hypothetical men’s diving watch with 42mm casing is released in a new edition – and with a new 38mm size included in the range. In this case, a men’s watch could start to be marketed as unisex.

This timepiece wouldn’t be referred to as a woman's watch because it is not primarily intended for one gender. Though this might be an attempt to be inclusive, critics might comment that the core designs are still aimed at men – and conveniently shrunk to suit women’s generally smaller wrists.

However, it’s easy to pick out a few exceptions to the rule. Brands like OMEGA, on the other hand, have been thinking about ladies’ watches for several decades. With the release of the first Ladymatic watch in 1955, OMEGA set a precedent for classy women’s timepieces with uncompromised quality.

Amongst the first self-winding watches crafted just for women, this watch defined a new golden era for luxury fashion – especially where women are concerned.

The future of women in the luxury watch industry

As women become more successful, they start to build more savings and more disposable income too. With a general trend away from the male breadwinner stereotype seen across the UK until the mid-twentieth century, women are more independent than ever before.

Women simply have more purchasing power and influence, allowing them to take a stand on the luxury market. Whether it be designer watches or supercars, leading industries are starting to see more women in charge of the biggest decisions. And rightly so.


Disclaimer: this is a collaborative post.