The luxury watch market, previously thought to be dominated by men, is seeing a surge in demand from women.
This shift is being driven by celebrity endorsements and global fashion trends, which are opening up new avenues for self-expression and empowerment with luxury timepieces.
Luxury watches have long been considered a male domain in the watch world, 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 finest watchmakers. Indian women are increasingly embracing high-end timepieces, not just as accessories but as statements of style and personal identity.
Understanding Women's Growing Affinity for Luxury Watches
This rise in the luxury watch market among women can be attributed to several factors. Firstly, there is a growing appreciation among female consumers for fine craftsmanship and intricate design. Women are also more likely to purchase multiple watches, some for everyday wear and others for special occasions. While brands such as Cartier, Bvlgari, Piaget, Jaeger LeCoultre and Omega have been catering to this demand since the beginning of time, other brands such as Panerai, IWC and Roger Dubuis (which were always known as masculine brands) have recognised this shift, creating exquisite pieces that cater specifically to the feminine aesthetic. These brands offer a range of styles that appeal to the diverse tastes of modern women, from classic to contemporary. Top luxury watch brands also offer timeless options for everyday wear as well as elaborate and exciting designs to appeal to discerning fashion lovers. The PANTHÈRE watch collection by Cartier epitomizes this, as the collection consists of watches for everyday wear and a few more, 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 a Cartier brand ambassador, and Priyanka Chopra, a Bvlgari brand ambassador, have been spotted sporting luxury watches, setting trends and inspiring their followers. Their support for luxury watches goes beyond fashion; it represents empowerment and breaking away from conventional gender roles. Be it a classic Cartier Tank, a bold Panerai Luminor, a Bvlgari serpenti or a sleek Jaeger LeCoultre Reverso, these celebrities have shown the aspirational Indian woman that luxury watches are another way to showcase her unique style and personality.
Emerging Trends in Women's Watches: Conclusion
Looking ahead, the luxury women's watch market is certainly promising. In the past, women were always considered to prefer jewellery to watches as a distinctive piece or accessory. Although this is no longer the case now, women prefer to wear watches that are not just watches but also distinctive jewellery, such as the Piaget Limelight Gala, the Bvlgari Serpenti Tubogas or the Panthere de Cartier. They also like to adorn their watches with bracelets and pendants, where the watch remains the distinctive piece and the jewellery is just an additional element that adds to the glamour.
(Contributions by Gaurav Bhatia and Bharat Kapoor, co-founders and directors of ART OF TIME)
