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
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
Weekly QuizApr 16, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
MajorsApr 16, 2026
Stuller’s Latest Mountings Catalog Is Out NowThe “Mountings 2026-2027” catalog showcases Stuller’s largest and most diverse assortment to date with more than 400 new mounting styles.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
PodcastsApr 15, 2026
Episode 4: The Natural Diamond DilemmaSally Morrison and Mark Klein discuss De Beers’ first beacon in 16 years and the mistake the industry made with lab-grown diamonds.
MajorsApr 15, 2026
Spark Creations’ Randy McKenzie Dies at 72 McKenzie spent 45 years with Spark Creations and is remembered for being kind, dedicated, and hardworking.
FinancialsApr 15, 2026
Kering’s Jewelry Shines in Q1, Gucci’s Struggle ContinuesThe luxury giant discussed the Middle East conflict and its transformation plans, hinting at a stronger jewelry presence in North America.
SourcingApr 15, 2026
Diamond Club West Coast Names 2026 BoardKalpesh Jhaveri was re-elected as president for a third year.
TechnologyApr 15, 2026
This Jewelry Brand’s Video Series Is Up for a Webby Award“Diamond Divas,” a social media reality series by Shahla Karimi Jewelry, is nominated in the “Best Social: Fashion & Beauty” category.
SourcingApr 14, 2026
De Beers Expands ‘Desert Diamonds’ Beacon Into BridalThe campaign seeks to reignite desire for natural diamond engagement rings by highlighting the “distinct character” of warm-toned diamonds.
FinancialsApr 14, 2026
LVMH’s Q1 Sales Sink 6% Amid Middle East ConflictPlus, how Saks Global’s bankruptcy affected the luxury giant’s first quarter.
SourcingApr 14, 2026
International Jade Summit to Return to MontereyPresented by Mason-Kay Jade, the summit, in its second year, will again be held during the Monterey Bay Jade Festival.
Events & AwardsApr 14, 2026
CBG Releases Details for Las Vegas ShowThe group has announced its lineup of speakers and a new “Rising Stars” pavilion.
CollectionsApr 13, 2026
Uniform Object’s New Jewelry Collection Centers on the ‘Carbon Form’The “Carbon Form” collection explores the contrast between high and low materials, using rubber cord alongside 18-karat gold and gemstones.
Events & AwardsApr 13, 2026
JA Accepting 2026 Impact Initiative ApplicationsThe program provides essential funding to organizations for projects that enhance the jewelry industry.
Events & AwardsApr 13, 2026
Couture Announces New Show in MiamiThe jewelry trade show is launching its first open-to-the-public event in Coconut Grove this November.
CrimeApr 13, 2026
JSA Offers Reward in Oregon Jewelry Store Armed RobberyJSA is seeking information about the gunpoint robbery of a Kay Jewelers location in Oregon’s Washington Square Mall.
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
