For a long time, watchmaking was dominated by a masculine image—technical complications, sports watches, and collections designed primarily for men. However, this perception is rapidly changing. Today, women are not only asserting themselves as a key customer base but also as knowledgeable collectors who hold significant influence in the luxury watch market.
A Market in Full Expansion
While women have always purchased watches, their choices were often restricted by a standardized offering—models reduced to jewelry aesthetics, sometimes even lacking worthy mechanical movements. However, in recent years, demand has shifted. According to a study by the Federation of the Swiss Watch Industry, sales of mechanical watches for women have significantly increased, particularly in the high-end segment. In 2023, Patek Philippe announced that nearly 30% of Nautilus sales were now attributed to female buyers, a notable evolution for a watch historically perceived as a symbol of masculine prestige.
Another striking example is Rolex. The brand has progressively expanded its offerings for women, emphasizing models like the Datejust and Day-Date in 36mm—historically masculine sizes that now attract a growing female audience. Similarly, Audemars Piguet has revealed that the Royal Oak 34mm appeals to both women and some men, confirming a rising demand for watches where technical mastery takes precedence over mere ornamentation.
Events Confirming the Trend
The success of events such as Montres et des Femmes, held on January 25, 2025, highlights the growing presence of women in the watch industry. This gathering brings together collectors, brands, and industry experts, showcasing an increasingly sophisticated female clientele. Through conferences and model presentations, it underscores the rising interest among women for watches that emphasize technical prowess as much as aesthetics, moving beyond the traditional notion of watches as mere jewelry.
This shift is also evident in the strategic direction of major watch brands, which are gradually adapting their offerings. Brands like Rolex, Patek Philippe, and Audemars Piguet are increasingly introducing mechanical timepieces designed for women, while independent brands such as MB&F and F.P. Journe are attracting a female clientele seeking distinctive, high-character horology. The proliferation of these initiatives confirms that women are now key players in the market—an evolution the industry can no longer afford to overlook.
An Opportunity Brands Must Seize
Despite this momentum, the industry still struggles to fully meet the expectations of female watch enthusiasts. Too often, brands offer "women's versions" of their models by simply adding diamond settings or a mother-of-pearl dial, without genuine consideration for horological innovation. However, some brands have grasped the shift: Chanel, with its J12 powered by a Kenissi caliber, and Breguet, which develops women's watches as sophisticated as their male counterparts, demonstrate that refinement and mechanical excellence can indeed coexist.
The challenge for the watch industry is clear: understanding that women are no longer simply looking for beautiful watches, but rather for true collector’s pieces that stand on equal footing with the greatest masculine classics. With an increasingly informed and discerning clientele, this is no longer just a trend—it is a strategic market that brands can no longer afford to ignore.
