The allure of fine watches never seems to fade. Wearing an authentic timepiece is the ultimate flex, garnering respect and placing the final stamp on personal style. Many watch enthusiasts would agree, it transforms every outfit they wear. The wonder of the watch is understated yet bold, refined yet regal. It’s a total power move.
As we reflect on watch trends this past year, we observe how heritage fundamentally plays a role. The act of wearing a traditional timepiece is more important to collectors than flashy features. Although, the recent trends of rich color and diamond bezels hit at the heart. Consumers are in search of the unusual, and enthusiasts delight at the return of retro. But designs that stand the test of time are a collector’s dream. Tradition is everything.
Take Rolex’s highly collectible classics that were reimagined in 2024. The newer iterations of best sellers are the Cosmograph Daytona and GMT-Master II. The brands 2024 campaign touts inclination towards preciousness and principle, saying that these styles will “reawaken watchmaking emotions.” Similar to the iconic Hermes Birkin, the pieces will gain value as time goes on. One might say it’s the ultimate investment.
Fine watches are increasingly taking up space, even with softer sales. The industry anticipates stabilization and potential growth ahead. Experts note that the global fine watch market is projected to make $49.8 billion in sales in 2024. To many, this sounds like quite a feat. The development of fine watch brands’ online presence has redirected customer focus to a simpler way to buy as brick-and-mortar continues to have less appeal.
As we lean into the comfort of the classics, we witness a gradual rise in smart integration. High watch brand Patek Philippe recently indulged in a tempting new design. The collection infuses traditional styles with a technical spin, by equipping a world time watch into an existing best seller. It utilizes a date display synchronized with local time, where the 24-hour disk is subdivided into day and night zones. Its opaline dial center boasts a blue-gray hue and carbon motif. The technical beaute, World Time With Date, not only makes you say wow, but promises never-before-seen intricacy for a highly distinctive collector’s piece.
The power of social media is trickling over as well. Fine watch brands are forming close bonds with influencers and media moguls to create content like we’ve never seen before. Platforms like TikTok and Instagram are all about experimentation and highlighting brands in new and unique ways. Unlike the early years of perfect placement and image filtering –now it’s natural, it’s easy, and it’s engaging – drawing in an audience that admires aesthetic, authenticity, and luxury.
It’s undone and it’s effortless. The relatable yet potent posts win these days – think succinct taglines and clever puns. Shoppers are getting a first look at brands through a real personality, and influencers are reaping the reward. Shoppers are more likely to buy when they sense that the bond is genuine, so this requires embodying the brand with ingenuity and wit. Not to mention, these high-end labels are witnessing trends from younger generations in a fresh format.
Celebrity icons, too, remain steadfast for increasing sales in this category. Supermodel and activist Bella Hadid teamed with luxury Swiss jewelry house Chopard in 2024. This came to no surprise after she stunned in Chopard’s covetable jewels against a champagne-hued Gucci dress at the 77th Cannes Film Festival this past May. Then there’s Julia Robert’s long-standing partnership with Chopard as a global ambassador. Her “all smiles” approach emulates the brand’s favorite attributes – class and authenticity. Perhaps even nostalgia plays a part, as the iconic movie star stole hearts with her pristine pout and unapologetic persona in the early 90’s.
Like Julia Roberts, Chopard leans into playfulness and experimentation. On a more intimate level, Chopard’s ethical gold and sustainability journey enrich the label with substance. The brand introduced titanium into high jewelry which, many would agree, was a bold move. Chopard also sets diamonds in steel instead of the traditional platinum or gold. A few years ago, Chopard launched a recycled proprietary material called lucent steel into all its watches, an unexpected move that keeps consumers curious.
Another brand that chose to ride the wave of sustainable practices is Ulysse Nardin. The brand’s Ops collection is synonymous with style and adventure. It highlights hues of camo green with durable rubber. Perhaps it’s a nod to the spirit of the uninhibited nature in all of us, the thrill-seeker. In similar fashion, Blast Tourbillon Dragon intrigues with a touch of creative fantasy. It fuses culture with rich ancestry, showcasing a slithering gold dragon that leads to a polished pearl center.
Fine watch brand, Breguet, boasts a rich history as a fine watch retailer, but the brand appeals to a specific crowd. With previous clients like Napoléon Bonaparte, Sir Winston Churchill, and, more recently, Dr. Dre, Breguet highlights peculiarity and traditional horology, two traits that appeal to fine watch connoisseurs. Historically, Breguet reimagined the pilot’s watch and then the Type XX was launched in June 2023. Due to its success, a civilian version was created in gold in 2024. Similar to Chopard’s use of unusual material, Breguet crafted this version with a gold bezel and ceramic ring for the first time. Breguet’s bold behavior is getting noticed – namely by vintage watch dealers – and is slowly becoming a brand to watch.
Similar to Breguet, Piaget also has a long-standing reputation in the industry. In April 2024, the brand celebrated its 150th anniversary at Watches and Wonders. Set in Geneva, Switzerland, it was a glamorous and visually appealing event, and yet there was no shying away from new mastery. As ultra-thin watches caught eyes this past year, Piaget took on the challenge boldly, introducing Altiplano Ultimate Concept Tourbillon. All its parts had to fit within 2 mm, including an annular tourbillon. The design proved nothing short of brilliant and set the tone for the future of slim watch design.
As a forward-thinker, Richard Mille has also revolutionized more than one concept. Progressive and innovative, the brand continues to gravitate towards grandeur and shock-value. Leaning into styles like the sport watch, the pleasant surprise lies in the elegant and sleek design. Most heritage watch brands stick to the classics, so Mille impresses with a refreshing turn from what’s expected. The 2024 release of RM 30-01 in ATZ white ceramic is polished to perfection, with a scratch-resistant case. The satin finish is both unflawed and head-turning, exuding visual mastery. Perhaps it’s a reminder of the incredible moment when one purchases their first timepiece.
The future of watchmaking is promising with designs that don’t hold back. The industry practically oozes reputation and esteem. A nod to the fine elegance of clock-making, the historical brands illuminate the customs of the past while bringing attention to a new time. Behold, a new era of the watch.
