The Swiss watch industry has been intrigued by women's relationships with mechanical watches for over two decades, intensifying during the pandemic lockdowns. Women increasingly started expressing interest in timepieces, leading to a surge of discussions about their experiences as collectors, particularly through platforms like social media. Despite this shift, the industry is still not effectively targeting women, presenting an opportunity for growth. A report by Watch Femme and Deloitte emphasized this market gap, as did personal accounts from female collectors highlighting the importance of hands-on shopping experiences and frustrations with availability.
During the early pandemic lockdowns, a surge in women’s interest in mechanical watches was fueled by social media, sparking conversations about their evolving roles as collectors.
Watchmakers have recognized the growing demand from women but still fall short in targeting them, indicating significant untapped potential in the women's watch market.
Women emphasize the importance of in-person shopping experiences and share frustrations related to the declining waitlist phenomenon for popular watch models.
The rise of collector groups has significantly influenced women's shopping behaviors, creating new dynamics in how they purchase watches.
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