More a claw which is available on the wrist

Revealing anecdote rue de la Paix, in the shop of a Swiss mark deemed: a Japanese customer hesitates on a complicated watch charged about 100,000 euros. His wife does not appear to be excited about this new purchase, probably the umpteenth exhibit of a collection already well provided. Having noticed that the lady did nothing to the wrist, the seller decides to offer him a small women's watches of the brand. Value: EUR 7 000. Submerged of happiness, the client in heaven continues to admire the gift to his wrist: it pushes her husband to find more quickly the case without even discussing the price.

The statistic is unforgiving: women buy two watches on three - with their own money when they do not exceed EUR 3 000 (then discusses the world of the "heritage" gift). It is known that women influence widely any men's decision to buy a watch. So they are 80 of the watchmaking market Act. This is even more true since the fashion brands have launched a raid on watches. More a claw which is available on the wrist. Launched by Gucci and followed by the Italian designers (Armani, Prada, D & G, Versace), English (Burberry, Paul Smith) or American (Guess, Diesel), the movement amplified to see Chinese groups buy horlogère claws fashion European licence: Peace Mark Group of Hong Kong broadcasts in Europe watches Fiorucci.

Even the Swatch Group, yet hard defender of Swiss Made in the universe of the watch mode (CK, Balmain), is now making its watches Mango in China. Very strong in this little game of fashion, the French of the TWC group watches, fuelling the emerging markets in transplanted watches Jourdan, Lapidus or Rykiel. Within ten years, the licensing mode made in Asia almost ousted Swiss Watch range entry (200 to 400 euros). Annex advantage of these new clients: their high reactivity to emotional air currents and their remarkable propensity to change style. Show man the morning, but small shows valuable for the evening when you feel more romantic mood. We see even diamonds to invite to the Office, with proposals such as the Shine of Raymond Weil, preferred model of Charlize Theron, or small collection hearts Frédérique Constant.

Ultimate taboo fell

Even more foreign to the women's world renowned manufactures now rush to develop collections of "ladies watches", as we say in Switzerland. But it is not enough to stack a few diamonds on a male model to satisfy women. The luxury great practise seduction with consummate art: Louis Vuitton it takes to transform a drum of 40 mm in pure object of desire on 20 mm in diameter. Legacy of a perfect master of forms, the Cartier Watch Crash would be moved under any other signature. Potentially high jewellery field, Baume & Mercier succeeds a test run.

Ultimate taboo fell: the lack of interest of women for mechanical watches. Watch macho quartz followers and enemies of the wound that peeling nails wanted. Vain prejudices! It is to multiply the "complications" (anything that goes beyond the three needles hours, minutes, seconds) for women, of the chronograph at the Vortex, zones and phases of the moon. Breguet, Patek Philippe, Girard-Perregaux, Blancpain, Audemars Piguet, Jaeger-LeCoultre, Zenith: it is in would more call the art of traditional watchmaking manufactures in the conquest of the other half of humanity. In fact, it is that of a rebalancing. Mainly women have become brands (Cartier, Piaget, Chanel, Dior, among others) attempt, not without difficulty, to develop a credible offer with a new male audience. The laws of the market prove that men shying of a men's watch as soon as it is perceived as scope too much of women. However, the more closed bastions of watch virility loose their jaws of macho to sketch a smile in the direction of women: Montblanc, Bell & Ross, a. Lange & Söhne or TAG Heuer attest to difficulties of a road more paved noble intentions to sustainably convincing achievements.

Very few are now targeting deliberately than men, knowing also that this male exclusivism is a powerful magnet for women. Panerai or IWC have built their success on this contemporary tropism. At the time, there is interest for brands who pass here to find a balance: Rolex, Omega, Chopard, Ebel or Hermes offer fairly distributed collections, without conceptual pain, or large gap marketing. As it is based.