Women and Watches: The Past, Present, and Future

From the C-suite to the everyday consumer, the world of luxury watches has traditionally been a boys’ club. But that’s quickly changing: “2025 is the year that we see women’s watches go from being an afterthought for most brands to a legitimate part of their catalogs that receive the attention and care that they deserve,” Joshua Ganjei, CEO of European Watch Company, told Who What Wear.

The “shrink it and pink it” marketing strategy no longer cuts it. “It’s all about personal taste, but women don’t always want something smaller or daintier,” TAG Heuer ambassador Alexandra Daddario told me. “A woman’s watch is anything a woman wants to wear. We’ve seen fashion evolve so much over time, and women have the freedom to show off their own personal wealth and to dress how they want.”