Historically, the world of watches was clearly divided into two categories: men wore mechanical masterpieces, while women wore jewelry watches.
Today, the boundaries are blurring. Women are just as interested in mechanisms, complications, and fine mechanics as men. They choose more expressive models - either as a statement or simply because they prefer men's watches. In the watch world, there is no gender, only good taste. However, changes are happening not only in the open market: within companies, structures are also changing, with more women taking leadership positions in the watch business. In this article, we will explore how these changes affect the industry as a whole and the women's watch segment in particular.
The Development of the Women's Watch Market
The women's watch market has been changing for several years, and the Watches and Wonders 2026 exhibition confirmed this. Women's watches have ceased to be mere adornments and have become works of horological art in a compact format. This does not mean the disappearance of classic jewelry models. On the contrary, they remain an important market segment, and brands like Piaget continue to demonstrate how creatively two worlds - jewelry art and watches - can be combined through sautoirs and other original solutions. At the same time, the range of models that attract women not by design, but by technology is growing.
Piaget Swinging Pebbles
It is particularly pleasing that brands are increasingly focusing on unisex models with smaller case diameters, proportionally suitable for slender wrists. A good example is the Bvlgari Octo Finissimo - an iconic design, reduced without losing its charm. Women are increasingly seeking not only technical perfection but also models previously intended for men, as they better match their style and lifestyle. As a result, women's sports watches are becoming more prominent in the market. This is linked to the lifestyle of many women: they are active in sports, business, and social life, and their watches must reflect this. The TAG Heuer Formula 1 Solargraph model demonstrates that sports watches for women are no longer a niche product.
TAG Heuer Formula 1 Solargraph Limited Edition – 38mm
The aesthetics of women's watches are also moving in a new playful direction. This is expressed not only in diamond inlays or enamel work but also in unique dials, color accents, and unusual details that uplift the mood. An example is the Norqain Freedom Chrono Enjoy Life "Sprinkles" - an embodiment of the joy of life in a watch!
Norqain Freedom Chrono Enjoy Life "Sprinkles"
Another positive trend is the technical improvement of classic women's models. When brands like Tudor integrate their own mechanisms into women's watches, it is not just a technical detail but a sign of change. Smaller models are no longer simplified by-products and are developed with the same care as men's watches. This is the cornerstone of change: women's watches are finally receiving the attention they deserve in all variations and at all levels.
Increased Attention to Women in the Watch Industry
More importantly, the reality of women's lives is being taken more seriously. As a result, watches are emerging that are not only for evenings, special occasions, or the jewelry box but also for everyday life, professional activities, leisure, and the many roles in between. The idea that women's watches should primarily be jewelry is taking a back seat. More attention is being given to models that fit into real life, not an idealized image of femininity. Additionally, purchasing habits are changing: women are increasingly buying watches for themselves, rather than waiting for gifts. They consciously choose models that suit them personally. This is reflected in marketing: from a romanticized object of desire to a product with character, content, and a position that corresponds to the modern woman.
The Influence of Women CEOs
The increase in the number of watch brands led by women indicates that women have found their place in the industry. Notable examples are Audemars Piguet (Ilaria Resta), Van Cleef & Arpels (Catherine Renier), Bvlgari (Laura Burdese), TAG Heuer (Beatrice Goasglas). It is difficult to assess how directly a CEO influences the product and strategy, but undoubtedly leaders shape the face of the brand. Overall, the trend is global: the watch industry is becoming less male-oriented, which is reflected in the increase in women in leadership positions. This is not a one-time phenomenon but a visible result of a broader movement towards diversity in the watch business.
My Hopes for the Future
In the future, I hope that the described trends will not only continue but that all watches will be designed to be gender-neutral. I want to see brands creating watches for wrist sizes, not for men or women. Gender marketing should take a back seat, giving way to fit and personal style. I also hope that women will become increasingly active in all areas of the watch industry - not just as buyers, but also in management, design, production, marketing, and research. The industry should become an attractive professional field for women, where equality is not just declared but realized in practice.