The Latest Watch Trends for Women

From the boardroom to the barstool, the luxury watch game can feel like a boys’ club. Watches designed specifically for women sometimes seem like an afterthought in the catalogs of major brands like Rolex, Audemars Piguet, Patek Philippe, and Richard Mille. But really, women’s watches have been a staple of the horological world since the late 1800s, when the first wrist watches were created for aristocratic women.

In the past century and a half, what has happened to make men’s watches the predominant driver of timepiece sales and marketing? And what does the future of women’s wrist wear look like in 2025 and beyond? Our expert team at Avi & Co. weighs in.

It is true: Wrist watches were first designed for women in the late 19th century. These early wrist watches were exceptionally decorative and often looked more like intricate bracelets and jewelry than the timepieces we envision today.

At the time, pocket watches were in style for men. However, women’s clothing typically did not have pockets in which to hold a watch, and Europe’s royal ladies wanted to tell the time without depending on the nearest man.

In fact, the first known wrist watch was commissioned by the Hungarian Countess Koscowicz in 1868. And the brand that created this watch is still around today: That is right, this iconic timepiece was crafted by the masterful artisans of Switzerland’s Patek Philippe. However, it might seem as though men have since claimed ownership over the watch world. So what happened in the 158 years since Countess Koscowicz made waves?

We can sum it up in just a few sentences. First, World War I contributed to the rise of wrist watches for men. A watch worn on the wrist was more accessible than one that had to be pulled from a pocket, especially as precise timekeeping was necessary for wartime operations. As soldiers returned home from abroad in 1918, wrist watches remained popular, shifting focus from a tactical necessity to a fashionable accessory.

While luxury brands originally catered to only the world’s elite, mass market luxury watches began to be produced in the mid 20th century, as the popularity of these accessories continued to grow. Upscale Rolexes like the Submariner and the Datejust became staples of American culture, as finance professionals on Wall Street and beyond began using these pieces to signify their success and taste.

Followers of women’s horology are probably wondering: What about women’s watches? Watches targeted at men may have taken center stage, but that does not mean major watch brands were not thinking about their female clientele.

Until the late 1950s and early 1960s, women’s watches leaned toward the category of jewelry. Watch faces tended to be small, and the primary elements of these pieces were gemstones and decorative metalwork. Additionally, many women’s watches (from luxury brands, anyway) were bespoke. In other words, luxury watch companies designed custom creations upon request for women in society’s highest echelons.

In 1957, however, Rolex launched the Lady-Datejust. In moments, everything changed.

The launch of the Rolex Lady-Datejust was one of the first times that a major watchmaker created a full line dedicated specifically to women, and it was met with much success. Female consumers had been largely watching from the sidelines as men’s watches gained popularity and watchmakers explored creative designs, new-age aesthetics, and technological innovation.

With the success of the Lady-Datejust line, other elite watchmakers realized the scope and power of the women’s watch market. Still, it took some time for other brands to catch up. It was not until 1999 that Patek Philippe unveiled its Twenty~4 line, which also catered specifically to female buyers.

The line made waves in the horological world for being a quartz collection, but Patek Philippe believed the market for the watch was there. Their hypothesis proved correct. The Twenty~4 line is still being made today with both a circular and a rectangular face, providing excellent choices to complement any woman’s signature style.

While women’s watch lines traditionally offered a smaller profile than men’s watches, there has been a recent surge in the oversize “boyfriend watch” trend. Traditionally, the marketing strategy around many products geared toward women has been reduced to the somewhat over simplified “shrink it and pink it” mindset. In other words, companies believe that women simply want versions of men’s products that are smaller and perhaps splashed in pink or another traditionally “feminine” color.

However, 21st-century women are pushing back against this dated ideology. Female consumers are showing that they are just as interested in technological innovation, creative designs, and a rich horological tradition as men are. While a smaller watch can complement a slimmer wrist, women have recently been looking toward watches historically marketed toward men as statement accessories to pair with both street style and formal wear.

There are countless celebrities who love the oversize watch trend, including A-listers like Mary-Kate Olsen, Jennifer Aniston, and former spice girl Victoria Beckham. Athletes love it too: Tennis great Serena Williams, for instance, has a longstanding partnership with heritage Swiss brand Audemars Piguet. She is often seen wearing their Royal Oak line on and off the court.

While an angular, geometric watch like the Royal Oak pictured above might not necessarily seem like a “women’s watch,” the women of today are proving that a “women’s watch” can simply be any watch that a woman wants to wear.

With the gendered lines between traditional “men’s” and “women’s” watch lines steadily blurring, are there really such things as women’s watch trends anymore? Here at Avi & Co., we say yes. While the watch options available to women are constantly growing, there are definitely patterns in the styles and finishes that are taking off this year and will surely continue their popularity throughout the decade. Explore some of our top trends to keep on your radar:

The 1970s stainless steel classic sport watches are all the rage right now: think the Patek Philippe Nautilus or the Audemars Piguet Royal Oak, Gerald Genta’s classic designs. From celebrity sightings to street style snapshots, these luxe timepieces can be dressed up or down. The Patek Philippe Nautilus is also the perfect watch to embrace that oversize “boyfriend watch” trend. You’ll often see these glamorous pieces on the wrists of style icons like Zendaya, Victoria Beckham, Kylie Jenner, Ellen DeGeneres, Hailey Bieber, and even Cardi B.

From trap queens to literal English royalty (Queen Elizabeth II was known to own a number of Patek Philippe watches), this iconic Swiss brand has proven itself timeless and classic. The Nautilus line is available in both larger and more petite case sizes, making it a versatile selection no matter your preferences.

While women’s watches do not necessarily have to be pink or purple, we are still seeing a move toward colorful accents in the watches that the women of today love. This trend can also merge well with other styles of the era. For instance, an oversize “boyfriend watch” can easily lend itself to showcasing a fun pop of color.

One of our favorite pieces to achieve this trending style? The Rolex Oyster Perpetual. Its slim profile makes it a great fit for wearers of any gender, and its classic silhouette marries perfectly with its bold dial colors. It is available in many colorful variations, including coral red, rosy pink, golden yellow, forest green, and more (like the dreamy, tropical turquoise pictured below).

Just as much as men, women have shown interest in tech-savvy watches that harness the latest innovations in horological mechanics, materials, and more. For example, Richard Mille watches showcase modern functionality and a vast array of complications paired with a sporty aesthetic that is perfect for wearers of any gender. The brand even has a number of female ambassadors, including motorsport’s Aurora Straus, equestrian Flore Giraud, golfer Jessica Korda, and actress Michelle Yeoh.

Best of all, Richard Mille watches come in a variety of fun colors and designs, making them the perfect eye-catching accessory for any outfit. Whether you are looking for an intricate, monochrome design or a flashy neon timepiece, Richard Mille has something for everyone.

For any woman on your list, consider shopping for a watch at Avi & Co. We are a trusted secondary market retailer that specializes in upscale brands like Audemars Piguet, Rolex, Patek Philippe, and Richard Mille. Stop by one of our three stores, located in Manhattan, Miami, and Aspen, to explore our broad selection of luxury wrist watches.

Plus, do not miss our bespoke fine diamond jewelry collection, Diamonds by Avi & Co. With luxury watches and one-of-a-kind jewelry, we are your one-stop shop for stunning accessories that will last a lifetime.

Schedule an appointment right here to join the Avi & Co. family. We cannot wait to meet you.