Designing beyond gender: how women are shaping the watch world

For decades, women’s watches followed familiar patterns, like smaller cases, pastel tones, gems, and along with that a ‘quiet’ nod to femininity.

Essentially it felt like “here’s a pretty toy, but don’t worry about the mechanics.” Well, that is now being rewritten.

As ideas about gender evolve, the watch industry is learning that relevance isn’t perhaps about fitting a stereotype, it’s about embracing individuality.

Consumer behaviour is leading the change. Research by McKinsey & Company shows that over 70% of Gen Z’s expect brands to move beyond traditional gender norms. Women are now snapping up larger, sportier models once considered ‘men’s watches’. Case size, lifestyle and taste matter more than gender labels, and brands are taking note. According to The Business of Fashion, this broader move toward gender-fluid design is reshaping luxury categories, as shoppers increasingly reject labels in favour of personal relevance.

This shift isn’t about erasing character. Diamonds remain loved, but these no longer define femininity. Likewise, mechanical sophistication and professional features aren’t exclusively masculine. Deloitte found that women now account for nearly 40% of high-end mechanical watch purchases, proving that curiosity and technical interest know no gender.

But where do women get their watch knowledge? As a Millennial, I’ve noticed I’m drawn to spaces that feel social and supportive, not intimidating. And it turns out, I’m not alone. Social media platforms like Instagram and TikTok have become classrooms for the modern female watch enthusiast. Influencers such as Watch by Juls are combining education with style, creating spaces where women can learn, share, and celebrate timepieces without feeling outnumbered. Lifestyle publications and celebrity ambassadors, from Vogue to influencers, play a big role, showing that a watch can be both an investment and a fashion statement.

Women are also forming their own clubs and meet-ups, such as the Instagram-based community Ladies Watch Club where mentorship, conversation, and hands-on learning come together organically. These spaces prioritise shared curiosity over credentials, making watch culture feel social, stylish, and genuinely welcoming. In short, female collectors are building their own knowledge ecosystem, and it’s one that values connection as much as expertise. Honestly, it sounds like something I’d love to be part of – coming together to geek out over watches and swap style tips!

Retail is evolving in parallel. Ladies’ sections are fading, replaced by a more fluid merchandising organised by size, function, and lifestyle. At shop floor level, sales conversations focus on how a watch fits into real life rather than a category chart. It’s a subtle but profound shift: the wearer, not the label leading the story.

Watches are no longer just about tradition or technical bravado. They’re about self-expression, taste, and the joy of discovery. And women are leading the way – one wrist at a time.