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
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough RubyThe gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JAGizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEOLuca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las VegasFollowing visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ CouplesThe “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand AmbassadorThe New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella SophieThe California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and TariffsThe De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
