Things You Never Knew About Fashion Watches

　　Chanel, Dior, Gucci, and Louis Vuitton frequently appear on major fashion runways. These brands not only hold an extraordinary status in the fashion world, but their watches and collections also play a pivotal role. The reason they have achieved this success today stems from the early nineteen-twenties, the years following the First World War.

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　　The design of watches has been constantly changing, but their most fundamental purpose remains timekeeping. In the early nineteen-twenties, the Swiss watchmaking industry was renowned for its precise timekeeping and superb craftsmanship, dominating the global market, as it still does today. Watches truly became popular during the interwar period of the two World Wars. At this time, watchmakers began to notice the female consumer market and made adjustments to the appearance of watches, turning them into a fashion accessory for women, with Longines, whose advertising slogan focused on elegance, being the most prominent.

　　women's watchesThe soaring popularity of these pieces attracted intense interest from jewellery makers. Heritage jewellers from France, Italy and Britain contacted Swiss watchmakers to order timepieces bearing their own brand names. These included renowned names such as Cartier, Bvlgari and Tiffany & Co.

Hermes watch

　　As the combination of jewellery and watches gained widespread favour and pursuit among women, other fashion and luxury brands gradually entered the watch industry. In 1928, Hermes launched its first collection of fashion watches, which were manufactured by Movado at the time. After a period, Hermes switched to partnering with the more renowned watch manufactures Vacheron Constantin and Jaeger-LeCoultre. However, the watches released by Hermes were produced upon special client requests and were not treated as a major product line for some time, existing merely as a minor accessory. This explains why fashion brands like Hermes have not achieved significant milestones or impact in horology to this day.

　　The partnership model between jewellers and the Swiss watchmaking industry continued until the 60s, when Dior made the first aggressive move in this sector by opening fashion accessory boutiques and launching a series of promotional campaigns. By 1973, accessories accounted for 27% of the company's total turnover and 50% of its profits. By 1977, these figures were 41% and 45% respectively, clearly establishing accessories as the brand's primary profit growth driver.

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　　To this day, timepieces retain their own distinct market, and fashion brands have never ceased their watchmaking journey. Choosing to partner with Swiss watchmakers remains the preference for many fashion brands, such as Chanel's collaboration with Audemars Piguet, or acquiring watch factories to produce movements for their own brands, as seen with the H1837 movement launched by Hermes. Regardless of the approach, we witness the development and innovation of fashion brands, offering us a broader selection of watches, which is precisely what consumers wish to see.