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 Watchfinder & Co. announced recently that it is removing “outdated” watch gender labels from its website.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removed gender labels from its website, a classification co-founder Matt Bowling called “redundant, restrictive, and outdated.”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.
Editors' Picks
Sponsored by
More on Watches
The Latest
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRFThe retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
Weekly QuizAug 20, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship WinnersThe five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsAug 20, 2026
Plumb Club Elects 2026-2027 BoardSteven Lerche is now beginning his term as the youngest member to become president of The Plumb Club’s elected executive committee.
MajorsAug 19, 2026
Mike Alexander To Succeed Scott Murphy as Jewelers Mutual CEO Murphy will retire at the end of the year and Alexander, currently the company’s president, will take over at the start of 2027.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.
CrimeAug 18, 2026
Thieves Snatch $1M in Jewelry From New Jersey Jeweler9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner’s Tequila Brand Collab on GiveawayThe jeweler has partnered with 818 Tequila to gift lab-grown diamond studs to a bride-to-be and their bridal party.
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The MetThe exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.
CollectionsAug 17, 2026
Marquise Diamonds Dance in Spinelli Kilcollin’s ‘Wren’ CollectionMarquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to FloridaThe inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace ColorThe reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
SourcingAug 13, 2026
2,488-Carat Diamond, Largest Found in Botswana, Has a New Owner Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.
