Smartwatches Dominate Women’s Wrists

Smartwatches have overtaken traditional watches as the preferred timepiece for women, particularly among younger generations.

Themes

The Blurring of Physical and Digital Realities , Values-Driven Consumption

Timeframe

near-term

Subcategories

Consumer Behavior Consumer Preferences Market Trends

Impact areas

Retail channels Smartwatch manufacturers Traditional watch brands

Detailed Analysis

The rise of smartwatches has significantly impacted the women's watch market. Over 50% of surveyed women wear either exclusively smartwatches or alternate between smart and traditional watches. This trend is particularly pronounced among Millennials and Gen Z, with 40% and 33% respectively wearing smartwatches exclusively. "More women's wrists today are adorned by a smartwatch than by a traditional watch. In 2024, over 50% of the women surveyed reported either exclusively wearing a smartwatch or alternating between smart and traditional watches."

Context Signals

Growing popularity of health and fitness tracking Increased functionality and connectivity of smartwatches Influence of technology companies like Apple and Samsung

Edge

Traditional watch brands may need to adapt by incorporating smart features or focusing on niche markets. The emergence of smart rings could further disrupt the wristwear market. Smartwatches may serve as a gateway to traditional watches for younger generations as they develop an interest in horology.

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