In more recent years, brands have started introducing their classic racing and diving-themed watches in smaller sizes and without distinctive gender markers to appeal to male consumers wanting a more vintage look and females interested in these timeless silhouettes. In turn, what’s been described as the unisex watch market is slowly but surely gaining ground. Understand what’s behind this evolving trend.
Differences Between Men’s and Women’s Watches
In general, men’s timepieces are characterized by more weight and heft while a thinner, smaller form best describes women’s watches. However, these attributes can be flipped. Men’s dress watches are considerably smaller than diving and racing styles while for women, larger watch faces have occasionally been fashionable.
When looking strictly at numbers, the average women’s watch case measures 26 to 29mm. For men, the standard watch case is 37 to 39mm. This increases for sports-inspired styles at 40 to 42mm. Beyond these basic attributes:
- You’ll likely see more colorful, pastel hues for women’s watches with more visible gemstones.
- While men’s watches may boldly feature red or green, metal hues against black or blue define most visual combinations.
- Men’s watches are typically outfitted with more functions, including a chronograph and tachymeter.
- Since women’s watches take on more style-centric construction, they are less likely to have automatic or mechanical movement.
What’s Behind Unisex Watches?
Two general trends come together to explain the popularity of unisex watches:
- Women are preferring men’s styles. These range from the rather neutral and unassuming look of men’s dress watches to the body, features and presence of racing and diving watches. Vintage appeal also plays a part. Rather than collect, female consumers are increasingly seeking watch styles that have been around for decades. The resulting look has an heirloom and authoritative vibe, veering away from the jewelry-centric appearance of women’s watches. Watch manufacturers have responded by scaling down some of their classic designs toward more traditional women’s sizes.
- Men are seeking vintage-style timepieces. Men’s watch sizes started to increase in the 1990s. From today’s perspective, vintage goes back to the 1980s, an era characterized by a watch case in the 32 to 34mm range. In turn, male consumers interested in this size have been purchasing the scaled-down classics angled toward the growing women’s watch market.
Other Factors
Beyond these two general trends driving the unisex watch market:
- Fashion Is Increasingly Unisex: We’ve been seeing this on the runway, as well as collections intended to suit male and female consumers. Many people see purchasing clothing, footwear and jewelry as finding a style they prefer, not a gendered experience. This has led to an uptick in men searching for pearl jewelry and women purchasing classic watch styles.
- Adapting Classics: Although not advertised directly as a unisex watch, leading watchmakers have been introducing smaller-sized alternatives for their classic models. In turn, these 30 to 34mm sizes appeal to male consumers wanting a newer yet vintage styleatch and better suit the average female wrist. The lack of traditionally female details like pastels and diamonds further appeals to female consumers wanting a neutral look.
- Not Entirely New: Although geared more toward the youth and streetwear market, Casio’s G-Shock line started pushing more gender-neutral designs in the 1990s. The women’s line featured a smaller size with similar features and characteristics.
Searching for a more classic timepiece? Browse watches from Breitling, Longines, TAG Heuer and more luxury brands at Hannoush Jewelers of Connecticut. Start your search online, then visit one of our convenient store locations today!
