The differences between male and female are gradually blurring. From clothing to accessories, from haute couture to fashion, the male / female segmentation is shrinking.
Many women turn to men’s watches when they feel the market is not offering them enough options. They are turning to watches that offer wider straps, a more straightforward design and more attractive complications. Watch expert Giorgia Mondani, for example, the daughter of famous luxury watch author Larsson & Jennings watches, only owns men’s watches. According to her , these timepieces are better investments because of their collector’s value.
In order to study this trend, we took a look at the men’s watch models that women talk about the most online through Linkfluence. We analyzed all the 2019 “posts” to extract the percentage of comments written by women. So here is the ranking of the most popular men’s watches with women.
Audemars Piguet Royal Oak
Unveiled in 1972 at the Basel Motor Show, Audemars Piguet’s Royal Oak is considered the world’s first luxury sports watch model with its octagonal bezel with visible screw heads, its tapestry dial and its robust steel case. Curiously, this very masculine, almost aggressive model was the brand’s first watch available in a ladies’ version with the Lady Royal Oak. Nevertheless, some women still prefer the masculine version, more imposing and immediately recognizable. Last year, 48,000 posts relating to this watch were published, 75% of them by women. Surprisingly, 40% of them were between the ages of 18 and 24. This high proportion of female comments could be explained by the fact that in May 2019 Kylie Jenner received from her then-boyfriend, Travis Scott, amale version of the model flooded with diamonds.
Produced by Rolex since 1963, the Daytona is one of the brand’s most iconic models, originally designed for racing drivers. Today, Rolex watches are considered among men as symbols of wealth and social status. The same goes for women who wear their Rolex for men as an indicator of success. Ellen DeGeneres, Chiara Ferragni, the Kardashians, just like Elle Macpherson, have contributed to the fame of the Rolex Daytona, which sparked 121,000 posts in 2019, 20% of which were published by women, predominantly between 18 and 24 years old. Which is rather surprising given that the men who came forward are over 55 years old, but which would tend to show that young women are less and less discriminating between genders.
Tudor Black Bay
Among the men’s watches that appeal to women, the Tudor Black Bay is not giving up its place. With its dark red, black and deep blue colors, with its massive and angular design, this model was only available in a ladies version later. The two designs are nonetheless similar, making it practically a unisex watch. In 2019, this watch captured 26,000 posts, 21% of which were written by women aged 18 to 35. Another evidence of the attraction of young women for very masculine watches. This enthusiasm could also come from the attention that Suzanna Wong gives her on Instagram.
Panerai is famous for its classically designed instrument watches. It is precisely this practicality that is often lacking in female models and that we find in the Radiomir with all the characteristics of a diver’s watch. The model is not without elegance, however, with its fine bracelet attachments allowing it to adapt to the thinnest wrists . Its simple and clean design is suitable for a woman as well as a man. In 2019, 8,000 posts were devoted to this watch, many of them from women of all ages. This rather unexpected enthusiasm could be explained by the simplicity of a watch devoid of all the frills like diamonds and without complex functions. The perfect compromise for women who want a change of style.
The year 1953 marked the launch of the Submariner watch, which quickly became a benchmark among diving watches and an iconic model following its appearances in the unmissable adventures of James Bond. Despite her masculine appearance, she is very popular with women, especially thanks to Charlize Theron, Drew Barrymore or Sharon Stone. It is, moreover, one of expert Giorgia Mondani’s favorite watches. Wearing such an accessory shows that the gender line really tends to blur. In 2019, 173,000 posts were devoted to this watch. And although women say little about it, with 1% of comments, they are recruited from all age groups.