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Forget âLadiesâ Collections.â Women Watch Buyers Want More Options.
They are frustrated with the industryâs reliance on outdated gender classifications and sexist marketing campaigns.
An advertisement from 1955 for the Swiss Federation of Watch Manufacturers.Credit.Alamy
By Victoria Gomelsky
What is a womanâs watch?
From the Swiss industryâs perspective, itâs a quartz-powered timepiece small in size and elaborately decorated (with diamonds, of course).
Ask women, however, and the watches they covet and wear often have little in common with what traditionally have been called the ladiesâ collections. And their frustration with the tradeâs reliance on outdated gender classifications, stoked by decades of sexist marketing campaigns, has reached a boiling point.
Who Says Pocket Watches Are Only for Men?
Women are wearing them as necklaces and on fobs. As one fan says, they generate “feelings of power.”
Fernanda Zapata Vakil, a public relations executive in New York, wears a 1920s Longines pocket watch on a chain around her neck. Credit.Joshua Bright for The New York Times
By Rachel Felder
March 8, 2021
As the founder of a New York-based public relations and marketing agency that works with brands like Zenith and Parmigiani Fleurier, Fernanda Zapata Vakil spends her workdays focused on wristwatches. But instead of wearing a client’s chronograph with an alligator strap, she frequently selects something less predictable: a silver Longines pocket watch from the 1920s, dangling from her neck on a long chain or tucked in the front pocket of her jeans.