Luxury Watch Shopping for Women

KMII · 2017-01-08T09:51:17Z

KMII explores challenges women face buying luxury watches: diamond focus, limited stock, and strap options. Community shares experiences and brand suggestions.

KMII

WPS member · Horological Meandering forum

42 replies13445 views1 photos

KMII shares a highly educational experience attempting to help a female friend purchase a luxury watch, revealing significant gaps in how the industry caters to women. This post highlights critical issues such as the overemphasis on diamonds, lack of stock for non-gem-set models, limited unisex options, and insufficient strap choices. KMII's observations spark a vital discussion on improving the watch buying experience for female customers.

We had a friend stay over for the weekend and after some clothes / shoes / bag shopping the conversation turned to watches and she admitted that this was an area she's been neglecting and that she actually should get herself a more proper watch. Picture me switching into overdrive - a lady in distress and all it would take to sort it is to find a suitable timepiece

That should be a walk in the park.

The hours afterwards were a very educational experience. And no watches were purchased...

But let me start at the beginning. And a disclaimer - I have rarely felt so unhelpful before (so all of this may be my fault).

From: History Link 101

So over lunch I tried to assess her needs and desires first. Relatively large, round case, should be single watch, so versatile. Maybe a steel / gold combo to make it more versatile in terms of matching it to most of the wardrobe. Seemed simple enough.

We then went to the first shop and the theory met reality. Most of the watches I suggested went straight out of the window as 'not it'. The sales assistant was capable in my opinion and knew what she was selling (good technical knowledge, too), and I personally would have felt well served. But for a lady it seemed that the primary advice was - add diamonds (and MoP, etc.). The friend was reduced to pointing at things and trying them out. But not finding anything that she really liked.

Tried out several ADs and a Boutique with similar results.

Finally after the shops were all closed we managed to find a couple of watches in shop windows that fit what she imagined. I have to say that after a whole afternoon of discussion and watch shopping I would not have known that these were the ones she'd want. And nor did any of the store personnel figure it out.

Long story short. Some points that I know in hindsight would have helped.

First of all not simply assuming that diamonds is all it takes. Several brands offer female watches without but these were often not stocked.

Secondly, figuring out which male or unisex models to offer. There were several that were applicable but while she would get all the female models shown, the male ones she would need to 'find' herself.

Third point - straps. There were several watches she'd have liked to have seen with different straps. None of which were stocked and as almost no watches have quick strap change options (and I do not mean cross drilled lugs), it would have been hard anyway. Rolex would have been a serious contender if they had some watches on straps instead of bracelets (as demonstrated by her interest in Cellini's after being shown then, albeit they were too large).

Fourth, more watches with a steel case and YG / RG indices and hands.

So again this simply a personal experience on a sample of one and maybe the situation was untypical.

What are your experiences?

Are we as Purists not always ideally suited to advise women (I suppose that female Purists are a minority here) or is it just me?

Or was I simply choosing the wrong ADs? Any brands that you know that have the female customer served better?

Key Points from the Discussion

Many salespersons default to showing women watches with diamonds and mother-of-pearl dials, even when the customer explicitly requests 'clean' and 'simple' designs, leading many women to explore men's smaller watches.
For many women, a watch is a fashion statement, needing to match overall styling and accessories, which differs from a collector's focus on the watch itself.
Franck Muller is suggested as a brand with a stronger focus on ladies' watches, offering a good choice of colors, designs, and quick-change strap systems, making it a potentially better option for female buyers.
The limited choice for women in luxury watches often pushes them towards men's models, with brands like Rolex and AP offering some suitable options, but a general scarcity beyond these.
Many brands disproportionately use quartz movements in women's watches, potentially missing an opportunity to engage more women with the appeal of mechanical horology if marketed effectively.
A personal anecdote highlights a wife's preference for a 40mm men's watch (IWC Pilot's Watch Chronograph), demonstrating that size preferences for women can be much larger than traditionally assumed by retailers.

The Discussion

Clueless_Collector

Jan 8, 2017

a whole fashion statement....matching overall styling is the focus for my "boss". Since she's got a good mentor like me it's just about which watch is missing in her closet We tried these in Hawaii and guess which one she like? So, for ladies, I say they focus on the overall package to their accessories....unlike a lady member here (Janef), she has cool watches and a lucky husband her role seems opposite to most of us here. Rgds Raymond

KMII

Jan 8, 2017

She basically dismissed them from outside due to all the watches displayed being on bracelets... Then we saw the Cellinis at another AD but sadly after closing time...

logan2z

Jan 8, 2017

My wife and I looked for a watch for her for close to a year! Same experience - every salesperson wanted to show her a watch from the ladies collection that was bejeweled, had a MOP dial, etc. She kept telling them she wanted something 'clean' and 'simple' but they continued to trot out watches encrusted with diamonds and other lady-like details in which she wasn't interested. She turned her attention to men's watches and found much more of what she was looking for. Luckily the trend was for rel

KMII

Jan 8, 2017

So far it\'s been fashion watches not breaking the bank, where more could be purchased for different outfits. It took about an hour to accept that a watch could cost more than a bag So we were starting with one that would need to be relatively universal (for instance a WR of 50 would be good). Others to be added later. If I do it with my wife it\'s a lot easier, since I\'ve performed a certain level of \'education\' (read indoctrination ). But first time female buyers of more expensive watches m

Clueless_Collector

Jan 8, 2017

With only 225 each in white and blue, it's still readily available which is not a good sign. To me it means price is too high so let's wait and see. Like JLC, price reductions in 2017 is happening. Rgds Raymond

KMII

Jan 8, 2017

That\'s a relief And while I tried Panerai, it was first dismissed (funnily enough a JLC MUT she liked, too but I would never have guessed) as not what she wanted - then later she said if she was at some point to have 3 or 4 watches that she could imagine it.

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