Once overlooked, this watch has now become a staple in every display window. Previously cherished by older generations, it has also captivated the Gen Z crowd today.
### The Evolution of Watch Designs
From their inception in the 16th century, the designs of watches have undergone significant changes. The watchmaking world often revisits the past, boldly reinventing classic styles by adding a modern twist. Since the 1970s, the aesthetic of watches had leaned towards the bold and conspicuous, even blingy, inspired by the highly popular metallic sports models that appealed to both novices and connoisseurs alike (with Audemars Piguet leading the charge with its Royal Oak). For a long time, the watches worn on the wrist were prominent, opulent, and highly visible from afar. A testament to this maximalist essence was the G-Shock GA-V01 watch, worn like a bangle bracelet at the Ottolinger fashion show. But the times have changed.
In the past two years, the contours of our timepieces have become finer, vanished, or become more unstructured. Some brands have even played with completely deconstructing the traditional watch with its familiar bracelet. By the end of 2024, Chanel had reimagined its iconic necklace as a necklace-watch-wired earphones combo. While the old pocket watch came with a chain that might remind one of a necklace, it had never before been equipped with earphones—simply because they didn’t exist back then. During this same period, accessible brands like Casio or Ice Watch opted to display time on rings instead of bracelets.
Today, after this detour in aesthetic experimentation, watches are returning to their basics, featuring the traditional bracelet but in more delicate and discreet designs: narrower straps, smaller and flatter dials, and a gentle, minimalist look that harks back to the slender watches worn by our predecessors.
### A Fashion and Consumer Trend Driven by Generation Z
This trend has been driven by Generation Z and confirmed by sources like Bloomberg and Chrono24. In the current market, young buyers are predominantly searching for small, gold watches with a vintage flair, almost mistakable for jewelry. Since 2018, the purchase of “dress watches” has increased by 44%. These “dress watches,” also known as evening watches, are worn for special occasions and aim for understated elegance. Consequently, the aesthetics of these watches meet unspoken standards such as a thickness between 6 to 9 mm and a dial diameter between 36 to 40 mm. Although leather straps are traditionally preferred for dress watches, metallic options are now also acceptable.
### Vintage Styles Making a Comeback
Models with vintage lines like Cartier’s Baignoire or Bvlgari’s Serpenti are regaining their prestigious status. Among the luxury watches favored by Gen Z on the site are Cartier’s Santos, Tank, and Panthère models. “Smaller and more elegant is now the new norm in the watch market,” reports Bloomberg Business.
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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.