FHH | Watchmaking’s future is ladies first

WATCHES AND WONDERS 2025. WATCHES AND WONDERS 2025. WATCHES AND WONDERS 2025. WATCHES AND WONDERS 2025. WATCHES AND WONDERS 2025

LADIES FIRST. LADIES FIRST. LADIES FIRST. LADIES FIRST

12 May 2025

Watchmaking’s future is ladies first

Collection

by Christophe Roulet

Women’s watches are clearly perceived as a driver for growth, confirmed by the numerous collections of ladies’ timepieces launching at Watches and Wonders Geneva 2025. A sign that watches for women are finally catching up with their counterparts for men?

In a geopolitical context riddled with uncertainty, would Watches and Wonders Geneva 2025 be a low-key affair? The number of new collections launching at the Swiss salon suggests that brands are intent on developing new opportunities in the markets and, as opportunities go, women are widely seen as a significant, even priority, clientele. Firstly for having been largely neglected despite their undeniable interest in horology and secondly because growth in the jewellery sector, not least “jewels that give the time”, is outperforming growth in watches by a considerable margin. Reading the room, many of the exhibiting brands adapted their offering accordingly.

Precious time

The horological brothers at Grönefeld, already pushed to keep pace with demand, seem intent on a repeat performance in the women’s segment. Their first ladies’ model, the Tanfana 1944, features materials that have never previously appeared on a Grönefeld watch, including aventurine. Piaget drew inspiration from its design heritage and introduced the Sixtie, distinguished by a trapezoidal case shape, in bracelet and sautoir versions. Charriol unveiled its Mariner range while Hermès debuted the Maillon Libre collection as confirmation of its creative approach to watchmaking. In the brand’s words, “this enigmatic and singular wristwatch appeals with its complex structure, diamonds or terracotta tourmalines and undulating forms, while the discreet, almost imperceptible display of time, incorporated into the bracelet design, adds a playful and surprising touch.” This narrative is equally that of Van Cleef & Arpels, whose contemporary interpretations of the Cadenas watch, imagined in 1935, grace the wrist with the utmost discretion.

Jewellery watches offer a versatility in how they can be worn that Cartier, Bulgari and Chanel are all too happy to explore. Cartier’s sculptural Tressage watch weaves gold with diamonds and gemstones. Bulgari offers a fresh evolution of its legendary Serpenti, hinting at the serpent’s form in gold and precious stones. As for Chanel, virtually every timepiece unveiled at Watches and Wonders was aimed at women, starting with the new J12 which, after black and white, adopts midnight blue ceramic for its 25th anniversary. “I dreamed of instilling black with colour, of illuminating it with blue,” shared Arnaud Chastaingt, director of the Chanel Watchmaking Creation Studio. “Ultimately, the choice of this Bleu came down to an emotion.”

Cartier Tressage, Bulgari Serpenti Aeterna

Cartier Tressage, Bulgari Serpenti Aeterna, Watches and Wonders 2025

When it comes to emotions, the magic of seeing, in miniature, the moon’s journey across the sky remains a favourite inspiration for brands seeking to woo women customers. This was brilliantly demonstrated by Chopard whose L’Heure du Diamant watch chose a moon phase as its debut complication. At Hermès, a delicate crescent of diamonds at the centre of its Arceau Petite Lune suggests an eclipse. Not forgetting Cartier, whose Ballon Bleu with diamond-set bezel follows the cycle of day alternating with night.

Magnificent métiers d’art

Gem-setting is one of the métiers d’art: crafts which at one time appeared on the brink of extinction but have found new avenues in watchmaking. Some brands in particular, Vacheron Constantin and Patek Philippe among them, preserve these skills and for the past several years have presented models whose craftsmanship and artistry never cease to amaze. Celebrating its 270th anniversary this year, Vacheron Constantin came to Watches and Wonders Geneva with the Les Cabinotiers Hommage à la Tour de l’Ile collection. This tribute to the brand’s historic location features models embellished with Grand Feu enamel miniature painting, figurative guilloché or bas-relief engraving on a base barely a millimetre thick. Jaeger-LeCoultre’s commitment to its “Métiers Rares” is beautifully illustrated by the Reverso One Precious Colours and Reverso One Precious Flowers , as well as the four Reverso Tribute Enamel Shahnameh: a celebration of Persian miniature painting. As for Van Cleef & Arpels, its Bal des Amoureux Automate reprises the romantic theme of the Parisian house’s famed Pont des Amoureux, which it also unveiled in various shades of grisaille enamel.

Alongside the jewellery watches and métiers d’art models on show in Geneva, a different style of ladies’ watch confirms that women have a much broader outlook when choosing their timepiece. As case sizes shrink and in the wake of the vintage wave, watchmakers are looking beyond gender divides to instead focus on shared values such as an appreciation of mechanisms, concern for sustainability and the desire for creativity. Is a sports watch only for men? With its 38mm diameter, TAG Heuer’s Formula 1 Solargraph emphatically disproved that idea. Featuring a novel material, light-powered movement, original colourways and a dive-watch vibe, this new release is unmistakably designed to appeal to every wrist size. Elsewhere, the Bell & Ross BR-05 in a 36mm size or the Chopard Alpine Eagle which “drops” to a 33mm diameter demonstrate the same conviction that a design is no longer masculine by nature but instead a standard-bearer for originality and precision. On that note, the Spring Drive U.F.A. models by Grand Seiko, imagined as a deep connection with nature, achieve near-perfect precision. For the woman who is always on time.

Gand Seiko Spring Drive U.F.A.

Gand Seiko Spring Drive U.F.A.