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.

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.
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.

“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.

“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.
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.
The Latest

Moti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.

Lichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.

The miner announced plans to recommence open-pit mining at Kagem.

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.


Associate Editor Lauren McLemore shares her favorite looks from a night of style inspired by Black dandyism.

Sponsored by Instappraise

Supplier Spotlight Sponsored by GIA

CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.

The brand’s first independent location outside of Australia has opened in Beverly Hills, California.

Cathy Marsh will lead the jewelry company’s efforts in the upper Midwest and western United States.

The company has multiple strategies for dealing with tariffs, though its CEO said moving manufacturing to the U.S. is not one of them.

Connecting with your customers throughout the year is key to a successful holiday marketing push.

Its commercial-quality emerald sale held last month totaled more than $16 million, up from about $11 million in September 2024.

National Jeweler Editor-in-Chief Michelle Graff joined Michael Burpoe to talk tariffs, consumer confidence, and the sky-high price of gold.

Designer Lauren Harwell Godfrey made the piece as an homage to the 2025 gala’s theme, “Superfine: Tailoring Black Style.”

Expanded this year to include suppliers, JA’s 2025 list honors 40 up-and-coming professionals in the jewelry industry.

Located in Fort Smith, it’s the Mid-South jeweler’s first store in Northwest Arkansas.

The episode about the family-owned jeweler will premiere May 17.

The Houston-based jeweler’s new 11,000-square-foot showroom will include a Rolex boutique.

The turquoise and diamond tiara hasn’t been on the market since it was purchased by Lord Astor in 1930.

“The Duke Diamond” is the largest diamond registered at the Arkansas park so far this year.

The childhood craft of making dried pasta necklaces for Mother’s Day is all grown up as the 14-karat gold “Forever Macaroni” necklace.

Set with May’s birthstone and featuring an earthworm, this ring is a perfect celebration of spring.

“Bridal 2025–2026” includes popular styles and a dedicated section for quick pricing references of lab-grown diamond bridal jewelry.

Though currently paused, high tariffs threaten many countries where gemstones are mined. Dealers are taking measures now to prepare.

Located in Miami’s Design District, the 4,000-square-foot store is an homage to David and Sybil Yurman’s artistic roots.