The watch industry is poised for significant growth. Watch enthusiasts – new and old – continue to delve deeper into the intricacies of mechanical watches, their appreciation for handmade only getting more pronounced. Needless to say, watch brand continue to fight for space and sales, as they up their game with new styles and complications. A case in point is Bovet’s particularly intriguing watch that can easily reset the time as per daylight savings!
Another particularly exciting trend is the emergence of young, independent watchmakers. While established Swiss brands like Patek Philippe, IWC, and A Lange & Söhne have a long history, a new generation of designers are creating innovative timepieces with intricate complications and premium materials. So here are some trends to watch out as you select your next purchase!
Collaborations rule the game
“Furthermore, a new trend is emerging, the production of small series, often designed for specific markets or using particular materials.”
In the world of luxury watchmaking, collaborations between artists and brands are becoming increasingly common. Frederique Constant is no exception, with remarkable partnerships like the one with musician and producer The Avener. The models from this collaboration have been highly successful. “We have also worked with Peter Speake to create the Slimline Perpetual Calendar Manufacture model, which was recently nominated for the 2024 Grand Prix d’Horlogerie de Genève. Additionally, our collaboration with the French artist seconde/seconde/ resulted in another nominated watch. Furthermore, a new trend is emerging, the production of small series, often designed for specific markets or using particular materials. Our Classic Heart Beat Manufacture (FC-930I3H6) model, limited to 35 pieces, perfectly illustrates this trend,” says Williams Besse, Business Development Director, Frederique Constant.
Examples of artistic collaborations abound. Tag Heuer X Senna, Hublot X Daniel Arsham, Breitling X Triumph Motorcycles – they all have managed to merge design elements to create something phenomenal.
Telling stories
There is a noticeable shift towards smaller case sizes, which has broadened the appeal to a wider audience.
Luxury watches are now really leaning into the blend of tradition with a fresh perspective. There is a noticeable shift towards smaller case sizes, which has broadened the appeal to a wider audience. This move towards gender-neutral designs is quite exciting. Gaurav Mehta, founder and designer, Jaipur Watch Company, says, “People are gravitating towards watches that carry a story or heritage, something unique that goes beyond just being a timepiece.”
Jaipur Watch Company uses vintage coins, paintings and multiple other motifs to create uniquely Indian watches. Kross Studio is another fantastic example. It borrows the design codes and universes of its collaborators, and creates highly detailed watches that personify the brand to tell their story through miniaturised versions. Examples include their collaborative watches with Game of Thrones, Star Wars, Batman, Transformers, and more.
Going green
Sustainability is a driving force in the modern watch industry. Owners seek watches that align with their desire to be perceived as environmentally conscious individuals. “This trend is particularly evident in the luxury segment, where consumers have explored mechanical complications and style and now prioritize brands that contribute to sustainability efforts. The watch industry’s ability to effectively communicate its sustainability initiatives is crucial in attracting environmentally conscious buyers,” say Arun D’Silva and Jayanti Varma, Co-founders of Swiss Watch Company.
Social responsibility also plays a vital role, including supporting local communities, promoting fair labor practices, and contributing to charitable initiatives.
Sustainability in watches encompasses various aspects, including responsibly sourced materials, eco-friendly production processes, and giving back to society. “Sustainability in watches involves multiple facets. Firstly, responsible material sourcing is crucial, such as using conflict-free diamonds, recycled metals like stainless steel and titanium, and sustainable materials like plant-based straps. Additionally, eco-friendly production methods minimize waste, reduce energy consumption, and incorporate environmentally friendly manufacturing processes. Social responsibility also plays a vital role, including supporting local communities, promoting fair labor practices, and contributing to charitable initiatives. Lastly, designing watches that last generations reduces electronic waste and encourages repair over replacement,” Mr. Mehta explains. Jaipur Watch Company is currently working on watches that can be made using recycled materials.
As per Breitling’s latest Sustainability Report, over 30% of Breitling’s collections containing gold and diamonds are now traceable to the source and adhere to its Origins label criteria, meaning producers are selected for their responsibility toward their employees, local communities, and the environment. Also, within its own operations, Breitling has reduced greenhouse gas emissions by 21.6% since 2022.
Design check
“…some high-end brands are experimenting with brighter colors, such as orange, green, and yellow.”
Dial designs are shifting towards cooler tones, with greens, blues, and lighter shades are becoming increasingly popular. A new color, champagne, a soft pinkish hue, is emerging as a trendy choice. “While gold and yellow gold have largely fallen out of favor, rose gold remains somewhat present, particularly in stainless steel combinations. However, some high-end brands are experimenting with brighter colors, such as orange, green, and yellow. For instance, Tag Heuer has introduced models featuring these vibrant hues not only on the dial but also throughout the watch design,” says Ms. Varma.
Mr. Mehta echoes the sentiment on bold colors getting the stage. He adds, “We’re also seeing a resurgence of skeletonized dials, offering a glimpse into the watch’s mechanics—it’s like letting people see the soul of the watch. Guilloché patterns, which are a nod to classic craftsmanship, are making a strong comeback…On the materials front, there’s a mix of the old and new—ceramics and carbon composites for that modern, robust feel, and mother of pearl used in fresh, unexpected ways.”
Timeless allure
There are few watch brands that can claim to have deepened its customers’ relationships with one motif so much.
Watch owners often seek pieces that transcend time, remaining timeless while staying true to the era of their creation. “This is exactly what we aim for with our Classics collection with the Art Deco line. This collection pays tribute to the 20s-30s while adapting to contemporary trends. Our models have evolved from an oval shape to round, and now to square, reflecting this duality between tradition and modernity. We are currently working on a major launch scheduled for 2025, which will appeal to vintage watch enthusiasts while adding a distinctly modern touch,” says Mr. Besse.
Bvlgari continues to innovate its Serpenti pattern tirelessly, while making sure it has an endless appeal across generations. You only have to see the number of Bvlgari Serpentis that sprout across auctions to understand that. Along with that, each year, the brand releases new iterations of the Serpenti as well. There are few watch brands that can claim to have deepened its customers’ relationships with one motif so much.
Future perfect
The watchmaking landscape is expanding rapidly, with the emergence of many small and independent brands. The future of watches is exciting as the industry is looking at interesting collaborations—watchmakers teaming up with artists and designers from different fields to create something truly unique.
Technology will continue to integrate, but in a subtle way that complements the traditional watch experience rather than overtaking it. Customization will also be key, with more people wanting watches that are distinctly their own. “There is a growing demand for gender-neutral watches, reflecting a shift in how we think about identity and fashion. For many, a watch is a statement piece that reflects who they are and what they stand for, whether that’s seen in the choice of sustainable materials or a design that resonates with their personal journey. Watches are becoming a way to express individuality,” adds Mr. Mehta.
The trend towards smaller, more inclusive designs will continue to grow as people look for watches that truly reflect their style and personality. Needless to say, today’s watches are about so much more than just telling time—they have become symbols of personal milestones and values. So choose wisely!
