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They are frustrated with the industryâs reliance on outdated gender classifications and sexist marketing campaigns.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 And their frustration with the tradeâs reliance on outdated gender classifications, stoked by decades of sexist marketing campaigns, has reached a boiling point.