Overview
More and more women are no longer content with being passive recipients of gifts. They want to choose their watch, buy it themselves, and wear it as a statement of style and identity.
Context: Deloitte Swiss Watch Industry Insights 2024
The Deloitte Swiss Watch Industry Insights 2024 – Spotlight on the Female Market report illustrates this transformation. Based on surveys of 6,000 female consumers in twelve countries, as well as in-depth interviews with major industry players, it paints a nuanced and sometimes surprising picture of the forces at play.
This article highlights key figures, contradictions to address, and strategic directions for brands.
1.The Evolution of Women’s Purchasing Behavior
What Watches Are Women Buying in 2024?
Just a few years ago, most women’s watches were gifts from partners or relatives—the watch as a “luxury present.”
Today, Deloitte reports that approximately 66% of women are likely to purchase their next watch themselves, a percentage that was significantly lower before 2020.
Why? To celebrate personal achievements, express a unique style, and simply enjoy a beautiful object chosen without compromise.
Another striking statistic: only 12% of women say they do not intend to buy a watch, compared to 17% in 2023. The trend is clearly growing.
This ownership empowerment is reshaping priorities:
- The watch as a fashion accessory.
- As a personal signature.
- As proof of success or financial independence.
Preferences Breakdown: Size, Materials, Features
The report shows that design consistently tops the list of criteria: 49% of women surveyed rank aesthetics as their primary decision factor.
But what exactly are women looking for ?
- More compact and elegant cases (sometimes inspired by vintage models).
- Premium materials (gold, steel, titanium, ceramic, high-quality leather).
- Refined colors, not necessarily “feminized” (pink is no longer a must!).
That said, the technical dimension is far from ignored.
Interest in mechanical movements is growing: brands are even encouraged to miniaturize complications to suit more delicate wrists.
Design and Aesthetics vs. Technical Mastery
The modern women’s watch is no longer just a piece of jewelry. It must blend beauty with craftsmanship.
Younger generations (especially Gen Z) are particularly focused on design, with 55% citing it as a key factor—almost equal to price.
They want:
- Authenticity.
- Storytelling.
- Emotion.
Mechanics and technical mastery are the cherry on top—a sign of quality and seriousness.
Traditional Watches vs. Smartwatches: The Battle for the Wrist
Smartwatch ownership is skyrocketing: 33% of women now wear them exclusively, up from 18% in 2020. This dramatic rise reflects a deep integration of tech into daily life.
However, traditional watches are far from obsolete:
- 22% of women wear only mechanical or quartz watches.
- 24% alternate between both.
These “bicultural” consumers are a strategic target: they want the best of both worlds.
In fact, the smartwatch often introduces women to the joy of watch ownership—once familiar, some transition to classic models to assert their style.
A striking example: in India and China, many women report enjoying combining both smart and traditional watches (43% and 42%, respectively).
Decision-Making Factors: Storytelling, Sustainability, Customization
Buying a watch is no longer a neutral act—it’s a statement.
Consumers seek:
- Genuine and engaging storytelling.
- Ethical and environmental responsibility: recycling, durability, production standards.
- Customization options, for a product that feels truly theirs.
They want to feel understood, not sold a lazily “feminized” version of a male model.
The Luxury Segment: Why Women Invest in High-End Watches
Luxury women’s watches remain aspirational. Motivations go beyond status—they’re seen as an investment in oneself.
In China, 31% of women are willing to spend $1,500–$5,000 on a watch, compared to only 26% of men. Globally, 40% of women are targeting this price segment (up from 30% in 2023).
They’re looking for:
- Lasting value.
- Hedonic pleasure.
- A piece that represents them.
Buying becomes an act of confidence and self-projection—resale value is rarely the main motive (only 5% mention it).
2.The Strategic Impact of Women on Swiss Watchmaking
Women’s Impact on the Swiss Watch Market: Key Figures
43% of workers in the Swiss watch industry are women.
However, they remain underrepresented in leadership and are paid, on average, 25% less.
Yet their purchasing power and autonomy are rising fast.
By 2030, 40–45% of mechanical watch buyers could be women (source: Audemars Piguet).
In short, women’s impact on the Swiss watch market is underestimated but highly promising.
Rethinking Collections : From Gendered to Unisex and Customizable
Gender as the sole segmentation model is being challenged.
In 2024:
- 26% of women prefer “gender-free” models.
- This climbs to over 40% in markets like Hong Kong.
Conversely, over 50% of women in France or China still prefer specifically feminine designs.
Brands must strike a balance between:
- Unisex lines.
- Dedicated women’s collections.
- Customization options.
Example: the Tissot PRX succeeded with a sleek and elegant range suitable for everyone.
Influence on Marketing and Brand Communication
According to the survey, 85% of women feel that watch advertising doesn’t reflect what they actually wear.
They want:
- Fewer clichés (like sticking diamonds on oversized masculine models).
- More diversity: in wrists, skin tones, and styles.
- Campaigns that reflect their daily lives and aspirations.
Inspiring case: Chanel, which treats the watch as a multifunctional piece (pendant, belt), breaking traditional codes.
The Role of Female Influencers and Communities
Influencers play a key role: they embody style, validate choices, and inspire trust.
In Asia, male tastemakers still dominate, but women are gaining ground.
Online communities are becoming essential:
- Sharing looks.
- Giving recommendations.
- Democratizing the watchmaking conversation.
Brands need to invest in these spaces authentically, not just as advertising platforms.
3.Strategies for Watch Brands Targeting Women
Developing Dedicated Collections and Targeted Collaborations
Some maisons stand out:
- Richard Mille, designing real women’s watches—not simplified versions.
- Chanel, Hermès, and Cartier, who embrace the functional-jewelry concept.
- Collaborations with female artists and designers to create truly woman-centric limited editions.
These approaches prove that trendy and luxury women’s watches can coexist—without compromise.
More Inclusive and Less Stereotypical Marketing Approaches
The trend: less rigid segmentation.
Brands should offer:
- Various sizes.
- Versatile colors.
- Campaigns showing watches in real-life contexts.
The message: watches are no longer a male-only accessory.
Enhancing the Customer Experience In-Store and Online
79% of women say their in-store experience differs from men’s.
Main frustrations:
- Salespeople addressing their male companion.
- Not enough time to try on.
- “Women’s models” sidelined.
The challenge: train staff to provide personalized, respectful, expert service.
Online, the growth is huge: 48% of women now shop online. They expect:
- Contextual visuals (on wrists, with outfits).
- Tailored advice.
- Easy returns.
Training Sales Staff on Women’s Specific Needs
Understanding the female purchase journey means accepting its diversity:
- Some women want to decide quickly.
- Others take their time.
All expect to be respected and listened to.
4.Opportunities and Challenges Ahead
Market Opportunities in Women’s Watchmaking
The potential is massive:
- Continued growth forecasted.
- A young generation hungry for design, meaning, and authenticity.
- Rising purchasing power in many emerging markets.
Brands can:
- Innovate in form and function (convertible jewelry-watches, artistic collaborations).
- Explore new geographies (Asia, Middle East).
- Build stronger, more authentic relationships with their female audience.
Challenges to Overcome
- Fierce competition from smartwatches.
- Rising expectations around quality and sustainability.
- The need to reinvent without betraying horological heritage.
Conclusion
Today, women are the cornerstone of the Swiss watch industry. Their expectations, diversity, and financial capability are reshaping the rules.
Toward a more inclusive, imaginative, and human-centered watchmaking? All signs point that way. The brands that succeed will be those who understand and anticipate the evolving female buying behavior.
Final thought: Adding a few diamonds to a masculine model is no longer enough. Brands must understand, innovate, and support women in their search for meaningful, practical, and beautiful objects.
That’s the challenge—and the promise—of this quiet yet unstoppable revolution.
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