Tsao Baltimore Legacy 36: Good design works at any size.
In late 2024, Deloitte and Watch Femme partnered to produce a “Spotlight on the Female Market” as part of Deloitte’s annual report on the state of the watch market. To generate the conclusions and recommendations presented in the report, Deloitte and Watch Femme surveyed over 100 watch industry professionals, influencers, and consumers on their thoughts about where the watch industry stands and where it can grow. In the interest of full disclosure, I was not a participant in the survey.
The report, which can be read here, presents both a “state of the market” for where the female watch consumer is and where the survey participants think the luxury watch industry can grow to tap the mostly untapped female consumer base. While the report mainly focuses on the mainstream watch market, I do think there are several key findings that microbrands and smaller creators can focus on as they set their intentions and goals for 2025. I’ve distilled those findings down into actions brands can take as they plan their strategy for the coming year.
Abingdon Katherine: Breaking out of the traditional “tool watch” box with new features and colors to appeal to a wider audience.
Represent women in your marketing materials – Style your photo and video sets to be inclusive to everyone. Women want to be able to see themselves in the picture wearing the product. More plants and pets, less dark wood and whiskey glasses.
Get your watches on women in social media – This is somewhat self-serving since I like reviewing watches, but women listen to women. Also, it’s always good to have a diverse set of perspectives when finalizing a product. Groupthink is a powerful force, and disrupting it makes your product accessible to more people.
Partner with local designers to provide context – One of the big ideas I took away from the Deloitte/Watch Femme report is that context is important. Women tend to buy pieces with outfits already in mind. Seeing watches in the context of larger outfits lowers the barrier to buying. I know it’s true for me: if I can’t think of at least five occasions I’d wear a given watch compared to one I already have, I’m probably not going to be buying it. Plus, partnering with local designers puts new eyes on your watches that may not reached by traditional watch media.
Let watches be watches – Gender-based categories, at best, add a layer to your website organization tree. At worst, they divide and alienate your possible customer base by creating expectations that may not match their desires. Consumers don’t find it helpful.
Don’t treat the female market as a monolith – Just like with male consumers, don’t expect one approach or design to appeal to all women. Stay true to your design aesthetic. Good design is attractive, period. The goal should be to have people see your watches and visualize themselves wearing them.
Timex Q Rainbow: There really is a Timex for every mood
It’s hard to say what 2025 will bring to the watch market. As the Deloitte/Watch Femme report points out, we’ve seen historic growth in the number of women interested in wearing watches. But traditional watches are still losing ground to smart watches, especially among women. That trend can be reversed, especially if brands take the initiative to include women in their marketing and promotional materials. I certainly look forward to seeing what will be new in 2025.
