These Are the Watches Women Want, Says Chrono24

Karlsruhe, Germany—Chrono24 believes it knows what women want following its latest deep dive into customer data.

The watch marketplace’s “Her-ology” report, released earlier this year, examined the women’s watch market to pinpoint consumer trends.

Around one-quarter of the platform’s users are women, said the company, which it called “a positive shift within industry norms.”

Complete with insight for women leaders within the watch community, the report looked at favorite brands, movement preferences, and more.

These are the top four takeaways.

Chanel watches reign supreme.
The report compared various watch brands’ market share among female buyers versus male buyers, ranking brands based on their ability to attract female customers.

At the top of the list was Chanel, followed by Chopard, Cartier, and Bulgari.

  
 
 
 
 



 

 
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The preference for Cartier watches among women is “strikingly higher,” said Chrono24, noting its market share with women is more than triple what it is for men. 

Zenith and Tudor, however, were more popular with male shoppers.

Not surprisingly, Rolex is a popular choice, regardless of gender. 

One in three watches purchased by women on Chrono24 is a Rolex, while more than half of the money spent is on a Rolex, according to the report.

More women are opting for larger watches.
Over the past five years, Chrono24 has clocked an increase in the popularity of larger watches (a 40 mm case and above) among its female customers, a size range traditionally more popular among men.

Notably, the trend among men is the reverse, with more men choosing watches with a smaller case size.

“This embrace of gender-neutral fashion statements by celebrities are contributing to the blurring of lines between traditionally gender-specific styles, reflecting a broader move towards gender inclusivity in fashion,” said the report.

When looking at watches bought by women globally on Chrono24, 32 percent chose a 40 mm case or larger.

In the U.S., 47 percent of watches bought by female customers had a case measuring 40 mm or larger.

The report also listed a few unisex watch models favored by women, including the Rolex Datejust 41, Patek Philippe Nautilus, Breitling Chronomat, Omega Speedmaster Professional Moonwatch, and TAG Heuer Monaco Calibre 11.

Automatic movements are in.
Quartz movements power more than half of the women’s watches in Chrono24’s inventory, it said, but the company’s report found a preference for automatic movements amongst female customers.

“This discrepancy raises questions about the alignment of product offerings with female consumer preferences or whether practical considerations, such as case size, influence this trend,” said the report.

“Classic women’s watches, often powered by quartz [movements], will always maintain their relevance, especially within the mainstream, but it is essential to reassess product offerings to ensure they resonate with contemporary tastes and needs.”

Of the Cartier watches bought by women, 68 percent are powered by quartz movements, for example.

Globally, women are nearly twice as likely to opt for watches powered by quartz movements on Chrono24, it said.

Women in the United States, however, have a greater tendency to buy watches with automatic movements.

Women are opting for precious metals over stainless steel.
Stainless steel has been the most popular material for luxury watches since the latter half of the 20th century, said the report, but women may prefer other materials.

Its data found that women are twice as likely to choose watches encased or embellished with precious metals when compared with men.

  
 
 
 
 



 

 
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When choosing a steel watch, popular models among women include the Rolex Oyster Perpetual 31, Breitling Chronomat, Chopard Happy Sport, and Cartier Tank Francaise.

Popular precious metal models include the Rolex Datejust 31, Patek Philippe Ellipse, Jaeger-LeCoultre Reverso Lady, Breguet Classique Automatic, and Vacheron Constantin Historiques 222.

Popular two-tone watch models are the Breitling Lady J, Omega Constellation, Cartier Santos Octagon, Audemars Piguet Royal Oak, and Tudor Princess Oysterdate.

As for case shape, watches with angular case shapes are more than twice as popular among female buyers as they are with men, the report found.

“Women display a greater openness to exploring nontraditional, angular case shapes, suggesting a more adventurous approach to watch aesthetics,” said the report.