In the evolving world of horology, women are emerging as influential collectors and connoisseurs, a trend reshaping traditional market dynamics. Although historically underrepresented in the industry, a growing number of women are not only purchasing watches for themselves but also leaving a significant mark as industry experts, writers, and advocates for inclusivity.
A report by Deloitte, in conjunction with Watch Femme, highlights key trends driving this change and the untapped potential in targeting female consumers. From embracing gender-neutral and vintage designs to championing the need for more personalized retail experiences, women are reshaping the watch industry, with Hind Seddiqi paving the way through the influential Dubai Watch Week, set to return next year on an even grander scale. By championing independents and emphasizing innovation, she has carved a unique space for the Middle East in the global watch landscape. Here’s a closer look at some trailblazing women in the industry, whose passion and content expertise are paving the way for future generations.
Watch Her Rise
Women are increasingly buying watches for themselves, signaling a break from outdated stereotypes that often linked their timepiece choices to gifts or male influences. Saori Omura, a veteran in the auction and retail sectors and now part of Hodinkee’s Private Sales team, recounts her own experience with gender bias.
“More than 10 years ago, I wore a vintage Rolex Submariner to an auction preview. A male attendee assumed it was my husband’s or boyfriend’s. I confidently told him it was mine, but his reaction showed how rare that was back then,” she shared.
Now, Saori notes a marked shift in perception, with more women actively participating in industry events and exploring mechanical watches independently. This change, bolstered by the rise of female leaders in horology—such as the female CEO of Audemars Piguet—is a testament to evolving norms and growing inclusivity.
If you can introduce watches in a fun, approachable way, you open the door for someone to discover their passion.
Saori Omura, to Hodinkee
Something for Everyone
The rising popularity of gender-neutral and vintage watches reflects a broader societal movement towards personalization and individuality. Suzanne Wong, editor-at-large of World Tempus and co-founder of Watch Femme, champions the narrative that watches should reflect personal taste over rigid gender roles.
For Wong, the difference between a watch nerd and a watch snob lies in inclusivity. “Watch nerds share knowledge to welcome others into the fold, while watch snobs use it to exclude,” she muses to The New York Times. This philosophy underscores the shift towards more approachable and diverse offerings in watchmaking.
Uncharted Territory: Breaking Barriers
Despite these advancements, the female market remains under-researched. Women are underrepresented as collectors, CEOs, experts, and journalists in horology, leaving significant room for growth. Eleonor Picciotto, editor of Revolution Magazine and founder of The Eye of Jewelry, has long advocated for a dedicated platform that speaks to women, as the daughter of an outspoken collector and watch retailer, Laurent Picciotto.
“Women were often sidelined in watch media, with coverage limited to sporadic features. I wanted to create a space where jewelry and horology intersected in a way that felt inclusive and inspiring,” she explains.
Eleonor’s groundbreaking work highlights the importance of storytelling in engaging new audiences, particularly women who might otherwise feel overlooked in traditional retail environments.
Optimism in Watch Collecting
Erin Wilborn’s journey into watch collecting is marked by her keen eye for unique design and her appreciation for timepieces that combine functionality with artistry. While she spends quality time exploring scaled-down, time-only two-handers from brands like Parmigiani Fleurier, her personal collection leans toward playful, unconventional designs. Erin’s gravitation to 2024 TimeForArt’s Ressence TYPE 1² speaks volumes about her preference for timepieces that merge innovation with creativity. Ressence, known for its sleek, unconventional approach to watchmaking, captivated her with its concentric, rotating disk mechanism.
“To me, it feels whimsical and optimistic—like a dance of time across the dial,” Erin shares to Teddy Baldassarre. The collaboration with multidisciplinary artist Shantell Martin further enhances the TYPE 1²”s appeal. Martin’s continuous looping lines, hand-drawn with black permanent marker, transform the minimalist watch into a canvas of playful storytelling. “
Wilborn’s taste reflects a growing trend in the industry: women collectors embracing watches that challenge traditional norms. With her thoughtful perspective on design and functionality, Erin represents a new wave of collectors who appreciate timepieces as wearable works of art, celebrating individuality and creativity.
As more women step into the spotlight as collectors, experts, and advocates, the watch industry has an opportunity to embrace a more inclusive future. From gender-neutral designs to rethinking the retail experience, the potential for growth is enormous.
With watch industry content experts like Saori Omura, Erin Wilborn, Suzanne Wong, and Eleonor Picciotto leading the charge, the watch world is finally beginning to reflect the diversity and passion of its female audience. For those looking to join this exciting journey, the door is open—now it’s time to walk through.
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