WatchesApr 09, 2024
Chrono24 Debuts Pre-Owned Watch Authentication ProgramWatchesSep 11, 2024
These Are the Watches Women Want, Says Chrono24
Its “Her-ology” report highlights trends in the women’s luxury watch market, from top brands to movement preferences.
Chrono24’s “Her-ology” report explores the women’s watch market, breaking down the favored brands, shapes, and movement preferences. According to the report, Cartier is one of the top brands among women watch buyers; a “Panthère” watch from the brand is pictured.
Karlsruhe, Germany—Chrono24 believes it knows what women want following its latest deep dive into customer data.
The watch marketplace’s “Her-ology” report, released earlier this year, examined the women’s watch market to pinpoint consumer trends.
Around one-quarter of the platform’s users are women, said the company, which it called “a positive shift within industry norms.”
Complete with insight for women leaders within the watch community, the report looked at favorite brands, movement preferences, and more.
These are the top four takeaways.
Chanel watches reign supreme.
The report compared various watch brands’ market share among female buyers versus male buyers, ranking brands based on their ability to attract female customers.
At the top of the list was Chanel, followed by Chopard, Cartier, and Bulgari.
The watch marketplace’s “Her-ology” report, released earlier this year, examined the women’s watch market to pinpoint consumer trends.
Around one-quarter of the platform’s users are women, said the company, which it called “a positive shift within industry norms.”
Complete with insight for women leaders within the watch community, the report looked at favorite brands, movement preferences, and more.
These are the top four takeaways.
Chanel watches reign supreme.
The report compared various watch brands’ market share among female buyers versus male buyers, ranking brands based on their ability to attract female customers.
At the top of the list was Chanel, followed by Chopard, Cartier, and Bulgari.
The preference for Cartier watches among women is “strikingly higher,” said Chrono24, noting its market share with women is more than triple what it is for men.
Zenith and Tudor, however, were more popular with male shoppers.
Not surprisingly, Rolex is a popular choice, regardless of gender.
One in three watches purchased by women on Chrono24 is a Rolex, while more than half of the money spent is on a Rolex, according to the report.
Related stories will be right here …
Zenith and Tudor, however, were more popular with male shoppers.
Not surprisingly, Rolex is a popular choice, regardless of gender.
One in three watches purchased by women on Chrono24 is a Rolex, while more than half of the money spent is on a Rolex, according to the report.
More women are opting for larger watches.
Over the past five years, Chrono24 has clocked an increase in the popularity of larger watches (a 40 mm case and above) among its female customers, a size range traditionally more popular among men.
Notably, the trend among men is the reverse, with more men choosing watches with a smaller case size.
More women are opting for watches with a 40 mm case and above, like this Rolex Day-Date 40 in 18-karat white gold with mother-of-pearl dial and 10 baguette-cut diamonds as the hour markers ($47,050). (Image courtesy of Rolex)
“This embrace of gender-neutral fashion statements by celebrities are contributing to the blurring of lines between traditionally gender-specific styles, reflecting a broader move towards gender inclusivity in fashion,” said the report.
When looking at watches bought by women globally on Chrono24, 32 percent chose a 40 mm case or larger.
In the U.S., 47 percent of watches bought by female customers had a case measuring 40 mm or larger.
The report also listed a few unisex watch models favored by women, including the Rolex Datejust 41, Patek Philippe Nautilus, Breitling Chronomat, Omega Speedmaster Professional Moonwatch, and TAG Heuer Monaco Calibre 11.
Automatic movements are in.
Quartz movements power more than half of the women’s watches in Chrono24’s inventory, it said, but the company’s report found a preference for automatic movements amongst female customers.
“This discrepancy raises questions about the alignment of product offerings with female consumer preferences or whether practical considerations, such as case size, influence this trend,” said the report.
More women want watches with automatic movements, according to the Chrono24 survey. This Oris ProPilot x Kermit Edition, a playful collab that debuted at Watches & Wonders Geneva 2023, is powered by the Oris Calibre 400 automatic movement. (Image courtesy of Disney)
“Classic women’s watches, often powered by quartz [movements], will always maintain their relevance, especially within the mainstream, but it is essential to reassess product offerings to ensure they resonate with contemporary tastes and needs.”
Of the Cartier watches bought by women, 68 percent are powered by quartz movements, for example.
Globally, women are nearly twice as likely to opt for watches powered by quartz movements on Chrono24, it said.
Women in the United States, however, have a greater tendency to buy watches with automatic movements.
Women are opting for precious metals over stainless steel.
Stainless steel has been the most popular material for luxury watches since the latter half of the 20th century, said the report, but women may prefer other materials.
Its data found that women are twice as likely to choose watches encased or embellished with precious metals when compared with men.
When choosing a steel watch, popular models among women include the Rolex Oyster Perpetual 31, Breitling Chronomat, Chopard Happy Sport, and Cartier Tank Francaise.
Popular precious metal models include the Rolex Datejust 31, Patek Philippe Ellipse, Jaeger-LeCoultre Reverso Lady, Breguet Classique Automatic, and Vacheron Constantin Historiques 222.
Popular two-tone watch models are the Breitling Lady J, Omega Constellation, Cartier Santos Octagon, Audemars Piguet Royal Oak, and Tudor Princess Oysterdate.
As for case shape, watches with angular case shapes are more than twice as popular among female buyers as they are with men, the report found.
“Women display a greater openness to exploring nontraditional, angular case shapes, suggesting a more adventurous approach to watch aesthetics,” said the report.
Popular precious metal models include the Rolex Datejust 31, Patek Philippe Ellipse, Jaeger-LeCoultre Reverso Lady, Breguet Classique Automatic, and Vacheron Constantin Historiques 222.
Popular two-tone watch models are the Breitling Lady J, Omega Constellation, Cartier Santos Octagon, Audemars Piguet Royal Oak, and Tudor Princess Oysterdate.
As for case shape, watches with angular case shapes are more than twice as popular among female buyers as they are with men, the report found.
“Women display a greater openness to exploring nontraditional, angular case shapes, suggesting a more adventurous approach to watch aesthetics,” said the report.
More on Watches
The Latest
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
