Focus on Women in Watches: A Market Shift Unveiled
Explore how women are transforming the watch industry as influential consumers, with insights into their evolving preferences and the untapped potential for brands to connect with this rising demographic.
Spotlight on Women in Watches: A Market Shift Unveiled
Explore how women are transforming the watch industry as influential consumers, with insights into their evolving preferences and the untapped potential for brands to connect with this rising demographic.
“We set out to deliver data-driven insights that would inspire meaningful engagement with female audiences, and one of the clearest messages is that women are poised to transform watch appreciation and consumption.”
Suzanne Wong, Co-founder of Watch Femme
“We set out to deliver data-driven insights that would inspire meaningful engagement with female audiences, and one of the clearest messages is that women are poised to transform watch appreciation and consumption.”
Suzanne Wong, Co-founder of Watch Femme
Deloitte Swiss Watch Industry Insights 2024: Spotlight on the female market
For the past decade, the Deloitte Swiss Watch Industry Study has offered valuable insights into the watch market, including five years of gender-specific data tracking the evolution of female preferences. Watch Femme was invited to collaborate on this spotlight, providing a unique opportunity for members of our community to express their voices. The findings not only reveal current market dynamics but also reflect broader industry shifts, highlighting the expanding influence of female consumers. As female interest in watches rises, it mirrors a trend seen across luxury sectors, with women emerging as a powerful force shaping the market.
Setting the Scene – Women in the Watch World
Amidst an industry steeped in tradition, the female watch consumer remains one of the most under-explored demographics. Essential questions arise about why luxury watches have historically been male-centric and how women's preferences are now reshaping this narrative. Insights from industry leaders and consumer surveys reveal what women truly value in a timepiece and suggest how brands can recalibrate to better meet these evolving demands.
Her Time to Shine – Key Findings from the Watch Femme Survey
Our survey, focused on experienced watch consumers and industry professionals, reveals significant gaps in how women experience the watch-buying journey. From feeling overlooked in boutiques to a desire for designs that resonate with their personal tastes rather than gender stereotypes, the findings highlight a disconnect between women’s true preferences and the products often marketed to them. This urges brands to adopt a more inclusive approach that better aligns with the expectations of female consumers.
Deloitte Swiss Watch Industry Insights 2024: Spotlight on the female market
For the past decade, the Deloitte Swiss Watch Industry Study has offered valuable insights into the watch market, including five years of gender-specific data tracking the evolution of female preferences. Watch Femme was invited to collaborate on this spotlight, providing a unique opportunity for our community to express their voices. The findings not only reveal current market dynamics but also reflect broader industry shifts, highlighting the expanding influence of female consumers. As female interest in watches rises, it mirrors a trend seen across luxury sectors, with women emerging as a powerful force shaping the market.
Setting the Scene – Women in the Watch World
Amidst an industry steeped in tradition, the female watch consumer remains one of the most under-explored demographics. Essential questions arise about why luxury watches have historically been male-centric and how women's preferences are now reshaping this narrative. Insights from industry leaders and consumer surveys reveal what women truly value in a timepiece and suggest how brands can recalibrate to better meet these evolving demands.
Her Time to Shine – Key Findings from the Watch Femme Survey
Our survey, focused on experienced watch consumers and industry professionals, reveals significant gaps in how women experience the watch-buying journey. From feeling overlooked in boutiques to a desire for designs that resonate with their personal tastes rather than gender stereotypes, the findings highlight a disconnect between women’s true preferences and the products often marketed to them. This urges brands to adopt a more inclusive approach that better aligns with the expectations of female consumers.
Key Findings
Watch her rise
Women are increasingly purchasing watches for themselves, marking a shift in market dynamics. However, women remain underrepresented and insufficiently targeted by the industry, meaning there is untapped potential for growth.
Something for everyone
Both gender-free and vintage watches are becoming popular, especially among younger generations. Women are gravitating towards designs that reflect personal taste over gender-specific offerings, signaling a trend towards more versatile, inclusive designs.
Boutique bliss
The in-store experience does not always meet the needs of female consumers; many feel uncomfortable in traditional retail spaces. Tailored shopping experiences for women are lacking, both in terms of product selection and the shopping environment.
One size does not fit all
There is no single female consumer profile. Women’s preferences vary widely across generations and markets. Spending habits, purchase decisions and the responses to marketing are diverse.
Uncharted territory
The female market remains under-researched, with limited data and a lack of female collectors, CEOs, experts or watch journalists as role models. More research is needed to better understand women’s preferences and motivations, and the barriers to entry in the sector.
Key Findings
Watch her rise
Women are increasingly purchasing watches for themselves, marking a shift in market dynamics. However, women remain underrepresented and insufficiently targeted by the industry, meaning there is untapped potential for growth.
Something for everyone
Both gender-free and vintage watches are becoming popular, especially among younger generations. Women are gravitating towards designs that reflect personal taste over gender-specific offerings, signaling a trend towards more versatile, inclusive designs.
Boutique bliss
The in-store experience does not always meet the needs of female consumers; many feel uncomfortable in traditional retail spaces. Tailored shopping experiences for women are lacking, both in terms of product selection and the shopping environment.
One size does not fit all
There is no single female consumer profile. Women’s preferences vary widely across generations and markets. Spending habits, purchase decisions and the responses to marketing are diverse.
Uncharted territory
The female market remains under-researched, with limited data and a lack of female collectors, CEOs, experts or watch journalists as role models. More research is needed to better understand women’s preferences and motivations, and the barriers to entry in the sector.
About the Spotlight
The Deloitte Swiss Watch Industry Insights 2024: Spotlight on the female market is a collaboration between Deloitte and Watch Femme. This Spotlight is the second of a three-part series that constitutes the Deloitte Swiss Watch Industry Insights in 2024 (see the first Spotlight on India) and provides an overview of the market for women’s watches. The Deloitte Swiss Watch Industry Study 2022 predicted that the future of the watch industry is female. This Spotlight on the female market is the culmination of interviews with leading voices from watch brands, retailers, industry institutions and the watch collecting community to get a broader picture of opportunities related to the female watch consumer. It is also based on online surveys conducted by Deloitte and Watch Femme from August to September 2024. Deloitte surveyed 6,000 general consumers in the domestic Swiss market and top export markets for Swiss watches: China, France, Germany, Hong Kong, India, Italy, Japan, Singapore, the United Arab Emirates, the United Kingdom and the United States. Watch Femme surveyed an informed audience of 107 experienced watch consumers and watch industry professionals in 13 markets including Canada, France, Germany, Greece, Hungary, India, Italy, Malaysia, Switzerland, Sweden, Singapore, the United Kingdom and the United States. Independent in its approach and drawing on our research capabilities, the Deloitte Swiss Watch Industry Insights Spotlight series is a holistic industry assessment comprising diverse points of view.
We are a non-profit association based in Geneva, Switzerland, working to promote and strengthen women's voices across the watch world.
Copyright © 2024 Watch Femme, All rights reserved.
We are a non-profit association based in Geneva, Switzerland, working to promote and strengthen women's voices across the watch world.
Copyright © 2024 Watch Femme, All rights reserved.
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