Priya Raj is a journalist, copywriter, editor and content strategist who writes about the world of fashion. She has published articles in magazines such as The Guardian, The Telegraph, Vogue, Tatler and Country & Town House.
Trends. It's a somewhat negative word in the world of luxury goods. No one wants to believe that we are in the mood for a socioeconomic pattern, but that's the way it is. The good news is that, unlike fashion, watches and jewelry move in decades. Instead of months and weeks that fashion trends take to peak and fall off (thanks TikTok).
As a journalist, I have the wonderful job of getting to know people from all over the watch industry. Influencers, brands, retailers, retailers. Not long ago, Brynn Wallner, founder of Dimepiece, who of course is always ahead of the curve, talked to me about the evolution of the watch into an accessory. A trend that first peaked in the 20th century.
Think of the tiny cocktail watches of the 1920s, which became popular in the midst of post-war opulence. Piaget continued this trend in the 60s and 70s. With hardstone dials - colourful and bold.
In both cases, these trendy pieces add to the completeness of the look and are used as a means of expression. Now, a convergence between jewellery and watches in the new collections is once again underway.
Not surprisingly, companies have followed the patterns observed in the second-hand market. The Business of Fashion State of Fashion report for 2026 revealed that watches are the first and second most popular resale category in China and the US, respectively.
The same report states that 71% of consumers say that jewellery is the way they express their personality. This desire for expression and personality is why we are gravitating towards a more avant garde aesthetic influenced by jewelry.
Piaget is known for its fine jewellery watchmaking, having launched the Piaget necklace watch in 1969 and again in 2024. Companies also look back to their archives to find the next product that will excite consumers. Jaeger Le Coulter with the 101 Calibre and Cartier with the revamped Baignoire on a bracelet (with extra points if it's set with polka dot diamonds).
For 1920s cocktail watches in 2025, look no further than Boucheron or Harry Winston. These are mostly brands that deal primarily in jewelry. But they are experts at creating pieces that adorn like jewelry, and function as watches.
For a healthy budget, Van Cleef & Arpels has the Poetic Complications collection. A symphony of watches that sing and dance (literally), which turn the watch into more than an accessory and make it a work of art.
What it all means. Gone are the days of being ashamed of quartz watches or being elitist about brands. Now my conversations revolve around who has the most unique vintage watch, functional or not. Or even which watch has the strangest history. I hesitate to admit that, even as a journalist in this field, I don't understand all the inner workings and mechanisms of every watch. And guess what? I don't need to understand them, and neither do you.
Of course, some traditionalists may disagree. But my position is that if you think a watch is nice and you want to wear it, that's good enough. Many of the more experienced collectors I know have not even set the time. While in some cases their watches may not even work. But don't we all use our phones to check the time?;
Source: usa.watchpro.com
