Home Blog 2019 Women's Watches - It's Not About The Bling
Jul 23, 2019

What’s Making Women Tick?

Subscribe to our blog

Smaller gem-set versions of men’s watch models, often with mechanical movements switched for quartz, have too often been merely an afterthought to address the women’s market. Watch manufacturers are now learning that they can no longer simply “bling it and sling it”.

All told, women’s watches retailing for $3,000 and above experienced an impressive 21 percent increase in spending during the three months ending April ’19* – indicating a robust market for female self-purchasers. Looking at what attributes drove growth at the higher end, we see women gravitating towards mechanical/automatic watches and dress watches, both up double digits. Women’s watches with plain dials, stainless steel cases, and non-diamond bezels are all experiencing double-digit growth.

The majority of women are shopping for and purchasing watches in-store**. When women do make a watch purchase online, they are more likely to shop a retailer website than purchasing directly from a manufacturer – unlike their male counterparts. 

Bottom line, the female consumer is becoming better educated about the work, craftsmanship and detail involved in creating and manufacturing a living, breathing mechanical watch – resulting in an exciting opportunity for manufacturers. Retailers are acknowledging this trend, and creating women’s watch clubs with informational events dedicated to the female collector.

As the fashion segment continues to be cannibalized by smartwatches, higher value mechanical watches present a viable alternative that is keeping women shopping.


*Source: The NPD Group / Retail Tracking Service
**Source: The NPD Group / May 2019 Omnibus

Stay current in your industry

Related Blog Posts

Tagged: Watches

‘Watching’ New Holiday Opportunities
‘Watching’ New Holiday Opportunities

Watch shoppers will find more affordable options at their local jewelry retailers this holiday season, in brands like Victorinox, Bulova, G-Shock, Hamilton and Fossil.

What Sells? What’s New?
What Sells? What’s New?

Women’s watches are outperforming their male counterparts for the first time in history, and the market opportunity lies in the hands of new introductions.

Watches Gear Up for Happy Holidays
Watches Gear Up for Happy Holidays

The watch category registered its highest first-half sales in three years, with sales up eight percent versus last year. The back half of the year is generally larger than the first, so we are bullish on this peak holiday season once again bringing a strong finish to 2018.

Smart Watches Rejuvenating the Department Store Watch Category
Smart Watches Rejuvenating the Department Store Watch Category

When I visited Macy’s Herald Square this week, I was struck again by how watch offerings have evolved – even in the past year alone.


Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice.

Follow Us

© 2020 The NPD Group, Inc.