current
Women Driving Watch Purchases
Women are increasingly buying watches for themselves, signifying a shift from gifting to self-purchasing in the market.
Themes
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
The traditional watch market is experiencing a significant shift in consumer behavior, with women increasingly purchasing watches for themselves rather than receiving them as gifts. This reflects growing financial independence and a stronger focus on personal style. The report highlights that 66% of women surveyed intend to buy a watch for themselves, a consistent trend since 2020. This challenges the historical view of watches as primarily masculine accessories and presents a substantial growth opportunity for the industry.
Context Signals
Increased female financial independence
Brands focusing more on the female market
Shifting perceptions of watches as accessories
Edge
Personalized shopping experiences and targeted marketing campaigns will be crucial to capturing this growing segment.
Brands that embrace inclusivity and cater to diverse female tastes will gain a competitive edge.
The pre-owned market may see increased activity as women refresh their self-purchased collections.
