At Geneva Watch Days, the spotlight is shifting towards women’s watchmaking as brands strive to capitalize on this burgeoning market. The event showcased a concerted effort by 52 participating brands to attract female customers and boost sales in a segment traditionally dominated by male-focused designs.
Jean-Christophe Babin, CEO of Bvlgari, emphasized the potential of the women’s market, stating, “Ladies are the untapped potential of watchmaking.” He voiced concerns over the historical male-centric approach of Swiss watchmaking, noting that many designs were simply downsized versions of men’s watches adorned with feminine touches. Babin advocated for the creation of watches truly designed for women.
Leading the charge towards innovation, Bvlgari presented new iterations of its iconic Serpenti Pallini collection. These timepieces, crafted in yellow, pink, or white gold and adorned with diamonds and emeralds, are the result of over 500 hours of meticulous artistry. Babin highlighted the growing purchasing power of women and called for Swiss brands to develop watches with genuine consideration for female preferences.
Contrastingly, Girard-Perregaux, a historic Swiss watchmaker, adopts a gender-neutral approach to its designs. The company showcased its La Esmeralda Tourbillon “A Secret” Eternity Edition – Honey, featuring a honey-toned Grand Feu enamel dial. Patrick Pruniaux, CEO of Girard-Perregaux, emphasized that the focus should be on the passion and message of the watch rather than gender-specific designs.
The market for women’s watches is expanding rapidly. Allied Market Research predicts that the segment, valued at $23.7 billion in 2019, could reach $26.7 billion by 2027. Breitling, a key player in the industry, has responded by increasing its collection of women’s watches, which now account for about 17% of its sales. CEO Georges Kern noted the brand’s commitment to offering a versatile range of watches that cater to both traditional and modern tastes.
Breitling’s ambassadors, including Olympic athletes Chloe Kim and Giannis Antetokounmpo, reflect the brand’s broader appeal. Kim wears the Super Chronomat 38, a timepiece made from traceable gold and synthetic diamonds. Similarly, Oris has aligned with refugee swimmer Yusra Mardini, showcasing its commitment to meaningful storytelling. Mardini, who has been recognized for her remarkable journey from refugee to Olympian, wears Oris’s elegant women’s diving watches.
Overall, Geneva Watch Days underscored the industry’s growing focus on female customers, with brands making strides in both design and representation to better cater to this expanding market.
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