Chopard

wheresmywatch
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My response

Hello there,

I have written a lot on the topic as I have a deep passion for horology and am also a collector of watches and clocks.

In my post, I did not mean to say that I have 'non-gender' watches but I believe that wristwatches shouldn't be considered gender specific... Granted, I have quite a few watches in my collection that are considered 'ladies' watches - including the one I wear every day for the moment (26mm Rolex Datejust with President bracelet, so-called "Lady President").

I have written several watchmakers (including Rolex) in regards to how their watches are marketed and I include just a small portion of my lengthy letter, below:

Conversely, not all Men are interested in following the big watch trend.  I firmly believe if one considers themselves a ‘real man’, they would have the confidence to wear what they want and like instead of being fearful or concerned about the reactions of others.  Your timepieces marketed to Ladies play with different elements of style and color but the pieces marketed to Men are more streamlined and conservative.

Just as not all Women want to wear timepieces that are viewed and described as ‘small’ and ‘dainty’, not all Men are seeking big watches with complications they will never use.  I myself am increasingly looking to the ladies collections simply because I am tired of what I view as the same old, boring designs in the Men’s collections.  I understand that competition in the watch industry is fierce and displaying an increasing number of complications is a work of art but I also believe that many Gentleman like myself appreciate the value of understated elegance.  I also appreciate the use of color as well as diamonds in fine timepieces.

My personal view is that timepieces should not be marketed as gender specific but rather as gender neutral. What constitutes a ‘ladies timepiece’ anyway? Is it something small and dainty…? Something covered with diamonds? More and more Women are wearing bigger sized watches today than before and I suspect more Men are wearing smaller watches than one would think. They may be more open about it but perhaps are concerned about being ridiculed, etc.

I would ask you to consider doing away with gender based marketing.  You may be surprised by the results.

Many people in our society today (Men and Women alike) view some items intended for Women as being inferior to those for Men.  In the case of watches, many Rolex models are marketed to ladies simply because of the smaller size and form factor, when it is essentially the same watch that it is marketed to Men.  Why is it that the mid-size and larger sizes do not actually have “Men” in the name but are mainly marketed to Men, while the 26mm smaller size is referred to as “Ladies”?

Should watches marketed to Ladies be smaller than those marketed to Men...? And if so, why?   

You may find this letter and questions I am proposing amusing, but as someone who cares about equal rights for both Men & Women, I am very concerned with gender equality.  What are we saying about Men & Women by how timepieces are marketed?  That Men are reserved to wearing big, serious looking, or professional timepieces while Women are reserved to wearing colorful, playful, and smaller pieces, with or without diamonds.

The ‘rules’ of yesterday no longer apply today and the lines are constantly being blurred.  I myself have no issue wearing a playful, colorful timepiece with diamonds.  Conversely, there are many Woman who want the complete opposite and would purchase something they view as more ‘serious’ and ‘professional’ from the “Men’s” collection.

Gender based marketing is harmful because it tells Men and Women what they should be wearing and any deviation from this may raise eyebrows.  If a Woman is wearing a timepiece intended for a Man, it is viewed as charming, edgy, and fashion forward.  I myself would make the same case for a Man wearing a timepiece intended for a Woman.  Unfortunately, some may view Men exhibiting perceived signs of femininity as a sign of weakness.

I ask you to stop reading for a moment and just think about what I had written in the above paragraph.  Men and Women should be considered equal in today’s day and age.  Many people may not agree with my fashion choices – but they will agree that Men and Women should be viewed as being equal.

If this is true however, then why is femininity viewed as a sign of weakness?  Are we ultimately saying that Women are weaker to Men?  Many may find it amusing when a Man exhibits signs of what society may perceive as being feminine as they hold a belief that Men should be strong….  If one were to believe this, it has the inherent implication that Women are weaker than Men.

Larger timepieces intended for Men may be viewed as being more commanding by the virtue of their size while the timepieces intended for Women are viewed as being ‘dainty’.

I do like being different and one may say some of the watches in my collection are a bit on the feminine side but I like and enjoy wearing them and that is all that matters to me. People tend to make assumptions about Men who have more daring styles but I like to push the envelope, so to speak… Who cares with other people think?

After all, wouldn’t a “real Man” wear whatever he so chooses to with pride and confidence?  I believe he would.

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