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 Watchfinder & Co. announced recently that it is removing “outdated” watch gender labels from its website.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removed gender labels from its website, a classification co-founder Matt Bowling called “redundant, restrictive, and outdated.”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
MajorsOct 23, 2026
PGI USA Set to Close at Year’s EndThe closure is part of a global restructuring that also includes PGI winding down its operations in Japan, South Korea, and Hong Kong.
SourcingOct 23, 2026
Rachel Chalchinsky’s ‘Survivor Tribute’ RingThe ring, our Piece of the Week, was designed by eight-year breast cancer survivor Rachel Chalchinsky of Color Source Gems.
TechnologyOct 23, 2026
JA Unveils New Website, LogoThe website offers enhanced member benefit access, industry directories, educational resources, a job board, and access to the MJSA Journal.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
FinancialsOct 23, 2026
Kering’s Jewelry Sales Up Double Digits in Q3Boucheron and Pomellato had a strong third quarter, with Kering looking at jewelry as an increasingly important part of its portfolio.
Weekly QuizOct 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeOct 22, 2026
Jeweler Shot and Killed in His Suburban Cincinnati Store Tara Sinchuri was the owner of Everest Jewels in Fairfield, Ohio, and a father of three. He was found dead in his store on Tuesday.
MajorsOct 22, 2026
Neiman Marcus Has Gifts for the Jewelry Lover Who Has EverythingBespoke experiences from Buccellati and Verdura are on the retailer’s 2026 “Fantasy Gifts” list.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
Events & AwardsOct 22, 2026
JIS Fall 2026 Reports Record-Breaking Attendance The number of participants at the fall show was up 12 percent.
CollectionsOct 22, 2026
Billie Eilish, Finneas Co-Design Collection for John HardyThe Academy and Grammy award-winning siblings have collaborated with John Hardy on a new jewelry line inspired by their personal style.
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
IndependentsOct 21, 2026
Gardner-Collier Jewelry to Close After 9 Decades in BusinessThe family-owned jeweler has three locations across Missouri and Iowa.
SourcingOct 21, 2026
Venetia Mines Final Carats Ahead of 2-Year ShutdownThe De Beers-owned diamond mine in South Africa is being put on ice as part of a round of previously announced cost-cutting measures.
CollectionsOct 21, 2026
Helzberg, Nordstrom Carrying New Jewelry Collection From Off-WhiteThe collection centers designs with clean geometric lines, chunky sculptural pieces, and recognizable details from the luxury fashion brand.
SourcingOct 21, 2026
Gemfields’ Mixed-Quality Ruby Auction Earns $52MThe miner said it saw particularly strong prices for larger, fine-quality rubies at the sale.
CrimeOct 20, 2026
Security Guard Charged With Murder in Shooting at Texas MallThe guard opened fire on a man who was smashing a jewelry display case at La Gran Plaza in Fort Worth last week, police said.
IndependentsOct 20, 2026
David Gardner’s Jewelers Unveils Newly Expanded, Revamped ShowroomThe Texas jeweler added 2,000 square feet to its reimagined showroom, complete with a new design studio and an event space.
SourcingOct 20, 2026
The $50M Victoria’s Secret ‘Fantasy Bra’ By The NumbersJacob & Co.'s diamond masterpiece is the most expensive Fantasy Bra ever worn on the Victoria’s Secret Fashion Show runway.
CollectionsOct 20, 2026
Mignon Faget’s Collection Chooses Handmade Over AIThe “Atelier” collection was inspired by the tools, rituals, and objects in an artist’s studio as a quiet rebuttal to an automated world.
MajorsOct 19, 2026
The Knot to Acquire Rival Wedding Planning Platform ZolaThe pending acquisition is an “exciting opportunity” for wedding vendors to grow their business, said The Knot Worldwide’s CEO.
SourcingOct 19, 2026
Jewelry Design Competition Show Airs in Thailand"The Secret Gems" features eight Thai jewelry brands paired with a team of young craftspeople who create jewelry together to win challenges.
CollectionsOct 19, 2026
John Hardy Enters the Medallion Chat With Talisman Collection The brand’s “Modern Talisman” capsule collection introduces pendants inspired by the mythology, natural world, and spiritual ethos of Bali.
IndependentsOct 19, 2026
The Stories of 5 Jewelers Celebrating Their Centennials in 2026Independent jewelers from New Mexico to New Jersey answer the question: What has kept your store in business for 100 years?
SurveysOct 16, 2026
How Inflation, Gas Prices Will Affect Holiday Sales The NRF is expecting holiday sales to increase this year, but consumers and retailers alike are facing Grinch-like headwinds.
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
IndependentsOct 16, 2026
Reeds Jewelers Expands, Relocates FlagshipThe New York-based jeweler is moving its Amherst flagship store to a larger location in nearby Snyder.
MajorsOct 16, 2026
Katy Chen Appointed Executive Vice President of Graff USA Chen, who worked at Cartier and Tiffany & Co., will lead retail sales and operations for the luxury jeweler’s 11 U.S. stores.
