A Timeless Revolution in Luxury Watches
Luxury watches defy the very concept of time: branded timepieces from age-old houses traverse decades without ever losing their charm or gathering dust. Their perennial desirability is attributed to unmatched craftsmanship—often proudly made in Switzerland—a meticulous process that requires extensive hours, a style that resists fleeting trends, and a well-established reputation. Over the years, these iconic models continue to win over both novices and enthusiasts alike. While Swiss watch brands dominate our collective imagination as the most popular, it turns out that the most sought-after luxury watch this year is actually French. This revelation was highlighted in a study conducted by Google for Watchfinder & Co.
Created in 1904, this watch has graced the wrists of numerous pop culture celebrities and royalty, including Prince Harry, Tom Cruise, and Jonathan Cohen. Its design is instantly recognizable: a square dial characterized by its subtle, rounded corners and ends. Notably, the dial’s screws are not just functional but are embraced as a refined aesthetic feature with the French watchmaker.
The strap, alternating between leather and metal, was the main innovation of this timepiece at the time of its inception. Back then, the men’s watch market consisted of pocket watches, which were clipped to trousers and certainly not worn on the wrist—a decorative touch traditionally reserved for women. To meet the needs of aviator Alberto-Santos Dumont, who complained about not being able to check the time while flying, his friend Louis designed a more practical wristwatch model for him, which would eventually become iconic. The most sought-after watch in 2024 is none other than the Santos de Cartier.
More Than Just Time-Keeping: A Symbol of Status
Like any respected luxury item, the Santos transcends its utilitarian purpose to assume a status symbol role: a marker of social achievement, it not only tells time but also adds value to its owner. A glance at its astronomical price tag is enough to understand that it operates in a league of its own: the least expensive new model starts at 4200 euros, and the price can increase eightfold for the most expensive version. The French house, symbolized by the iconic panther, can take pride in being one of the few watches that appreciably increases in value over the years, according to experts. The Santos is far from reaching its peak…
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Olivia Martinez is the Fashion Editor at Lady and The Track, bringing over seven years of experience in the fashion industry. With a background in fashion design and styling, Olivia has worked with top fashion brands and magazines. Her keen eye for trends and styling tips helps readers stay ahead of the fashion curve. Whether she’s covering runway shows or street style, Olivia ensures that Lady and The Track readers are always in the know when it comes to the latest in fashion.