Policies & IssuesNov 10, 2020
Diversity, Equity and Inclusion: Why They MatterWatchesApr 08, 2021
Watchfinder & Co. Axes Gender Labels
The company is now classifying watches by size instead of gender and encouraging other retailers to do the same.
A Tudor Black Bay Chrono timepiece ($4,900 with a strap, $5,225 with a bracelet). Watchfinder & Co. announced recently that it is removing “outdated” watch gender labels from its website. (Image courtesy of Watchfinder & Co.’s website)
New York—Watchfinder & Co. has removed gender labels from its website, a classification co-founder Matt Bowling called “redundant, restrictive, and outdated.”
In lieu of being labeled “men’s” or “women’s,” watches on the website are now classified as small, medium, or large.
In addition, the company has teamed up with America’s Next Top Model judge and fashion photographer Nigel Barker on a campaign to encourage manufacturers to help make genderless jewelry and watches the industry standard.
“I believe fashion is a form of self-expression and that people should be able to wear and express themselves however they want, in whatever they feel comfortable in,” said Barker in a press release about the label removal.
“When it comes to watches people should be able to choose whatever they want, as we all have our own style, and that shouldn’t be dictated to us by anyone.”
Choosing a watch based on gender may be falling out of fashion, said Watchfinder, noting celebrities like Jay-Z, Kanye West and Victoria Beckham have been spotted wearing watches labeled for another gender.
For example, Kanye West was seen wearing a 22 mm Cartier Crash, a smaller watch geared toward women, while Victoria Beckham is often seen wearing a larger 40 mm Rolex Daytona.
Related stories will be right here …
In lieu of being labeled “men’s” or “women’s,” watches on the website are now classified as small, medium, or large.
In addition, the company has teamed up with America’s Next Top Model judge and fashion photographer Nigel Barker on a campaign to encourage manufacturers to help make genderless jewelry and watches the industry standard.
“I believe fashion is a form of self-expression and that people should be able to wear and express themselves however they want, in whatever they feel comfortable in,” said Barker in a press release about the label removal.
“When it comes to watches people should be able to choose whatever they want, as we all have our own style, and that shouldn’t be dictated to us by anyone.”
Choosing a watch based on gender may be falling out of fashion, said Watchfinder, noting celebrities like Jay-Z, Kanye West and Victoria Beckham have been spotted wearing watches labeled for another gender.
For example, Kanye West was seen wearing a 22 mm Cartier Crash, a smaller watch geared toward women, while Victoria Beckham is often seen wearing a larger 40 mm Rolex Daytona.
Watchfinder’s analysis showed that while brands are seemingly reluctant to move away from traditional gender classifications, they have been picking up on the sizing trend.
Rolex recently upped the size of its 26 mm “Lady” Datejust to 28 mm and increased the size of its Ladies’ Pearlmaster by 10mm, from 29 mm to 39 mm.
Tudor, a Rolex-owned brand, just launched a smaller 39 mm version of its Black Bay diver’s watch while IWC introduced a smaller version of its classic Pilot watch at 36 mm.
“By removing the men’s and women’s categories from our business, we are encouraging customers to explore and discover more watches, helping them find the right watch for them,” said Bowling.
More on Watches
The Latest
MajorsMay 16, 2025
Saks Fifth Avenue, Amazon Partner on Luxury Online StorefrontPlus, parent company Saks Global announces plans to cut ties with up to 600 vendors.
Recorded WebinarsMay 16, 2025
Watch: Physical Retail Is Not DeadPeter Smith joined Michelle Graff to chat about the state of brick-and-mortar stores and share a few book and podcast recommendations.
CollectionsMay 16, 2025
Piece of the Week: Tejen’s ‘Candy Bowl’ Torque NecklaceThe necklace features a candy-colored Australian white opal in 18-karat Fairmined gold, as the brand was named a Fairmined ambassador.
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.
Supplier BulletinMay 15, 2025
Treasure Hunting at the Las Vegas Antique Jewelry and Watch ShowSponsored by the Las Vegas Antique Jewelry and Watch Show
Weekly QuizMay 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMay 15, 2025
'The Mediterranean Blue' Diamond Sells for $21M at Sotheby’sA private American collector purchased the 10-carat fancy vivid blue diamond.
CollectionsMay 15, 2025
Jessica McCormack’s ‘Fruit Salad’ Collection Is Fresh for SummerThe designer has taken the appeal of freshly picked fruit and channeled it into a capsule collection of earrings, necklaces, and pendants.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
SourcingMay 15, 2025
Tariffs Take Toll on India’s Gem and Jewelry Industry in April The country’s gem and jewelry exports fell 5 percent year-over-year last month, while imports declined 18 percent.
Policies & IssuesMay 15, 2025
State of Retail: How to Better Serve Customers With DisabilitiesAround 54 million Americans and counting live with a disability. Here’s how to make your jewelry store and website more accessible.
Events & AwardsMay 15, 2025
Poet Sekou Andrews to Give Closing Keynote at ConvergeThe event is also accepting poster submissions now through June 16.
Policies & IssuesMay 14, 2025
Here’s What Happened to Pope Francis’ RingBefore Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.
AuctionsMay 14, 2025
Custom Rolex Pulled From Sotheby’s SaleThe one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.
Lab-GrownMay 14, 2025
State of Diamonds: What’s Next for Lab-Grown Diamonds?While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.
CrimeMay 14, 2025
Seattle Detectives Seek Public’s Help in Tiffany & Co. Robberies The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.
MajorsMay 14, 2025
Jeff Corey Elected Chair of JBT Board The well-known Maine jeweler takes over for Brian Fleming and will serve a one-year term.
Policies & IssuesMay 14, 2025
Foundrae Donates $11K to Ethical MetalsmithsThe donation was the result of the brand’s annual Earth Day Ingot event.
IndependentsMay 13, 2025
Eiseman Jewels’ Renovated Dallas Store Is Bigger and BetterLocated in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.
MajorsMay 13, 2025
DCA Announces New Learning Platform, Course UpdatesThe nonprofit has made updates to the content in its beginner and advanced jewelry sales courses.
MajorsMay 13, 2025
BIJC Launches New Education FundBIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.
TrendsMay 13, 2025
State of Jewelry Design: The Top 10 Jewelry Trends of the Past DecadeAs a nod to the theme of JCK Las Vegas 2025, “Decades,” National Jeweler took a look back at the top 10 jewelry trends of the past 10 years.
Lab-GrownMay 12, 2025
Lightbox to Go Dark by Summer, De Beers Says The company plans to halt all consumer-facing activity this summer, while Lightbox factory operations will cease by the end of the year.
Policies & IssuesMay 12, 2025
Tariffs on Chinese Imports Temporarily Slashed as U.S.-China Reach Deal Following weekend negotiations, the tax on Chinese goods imported into the United States will drop by 115 percent for the next 90 days.
Events & AwardsMay 12, 2025
Jewelry By Picasso, Dalí on Display at Florida Art Museum “Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection” is on view at the Norton Museum of Art through October.
Events & AwardsMay 12, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
IndependentsMay 09, 2025
Lugano Diamonds CEO Resigns Amid Internal InvestigationMoti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.
CollectionsMay 09, 2025
Pieces of the Week: Marie Lichtenberg’s Collaborations for Mother’s DayLichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.
