While some changes may fundamentally reshape the market, such as the iconic Quartz Revolution or the transition from analog to digital and then to smartwatches, others merely reflect the transient nature of taste.
Indeed, it’s a market that balances dynamism and progression with conservatism and tradition, with new technologies and design philosophies creating an industry in a constant flux.
With the new year well and truly underway, emerging trends will once again reshape the market. Whether it's the integration of cutting-edge technology or a return to classic designs, the watch world is always looking ahead.
A common theme among many analysts who have dared gaze into a crystal ball thus far has been the importance of identity for consumers and watchmakers.
Consumers increasingly consider personalisation a critical factor. Their desire for unique and individualised products reflects their need for a more profound emotional attachment to jewellery and watches and their appreciation of exclusivity's timeless appeal.
Matthew Stein, founder of the watch brand Ralph Christian, says that modern consumers are searching for timepieces that feel personal and distinctive.
“In an era where watches serve as extensions of personal style, consumers are increasingly curating collections that suit different occasions and outfits,” he told London Daily News.
“This shift in preferences has created a thriving market for small-batch production, bespoke designs, and handmade details — products that stand out and offer a deeper sense of individuality”.
The importance of identity has been observed among both consumers and brands. The perception of a brand plays a pivotal role in setting itself apart in a competitive market.
As consumers become increasingly interested in the brand behind the product, a strong identity allows watchmakers and retailers to foster deeper connections, influencing purchasing decisions and long-term loyalty.
Victoria Gomelsky of Robb Report recently published interviews with 11 watch industry experts, outlining their expectations for the year ahead. Among them was Guido Terreni of Parmigiani Fleurier, who says consumers are increasingly discerning.
“My bold prediction for 2025? Luxury will less be defined by price or status and more by informed and intentional choices,” Terreni explains.
“Brands that articulate the soul of their creations and embody authenticity will resonate with today’s and tomorrow’s discerning clientele.”
He continues: “A timepiece will transcend its role as an accessory, becoming a statement of a personal choice and taste — a true testament to values and character. At Parmigiani Fleurier, this is what we call private luxury.”
Small models make a big comeback
Over the past two years, the increasing importance of ‘smaller’ watches has been passionately debated. Many experts suggest that today’s consumers prioritise comfort over statement.
An intriguing report from GQ found that watches weren’t actually getting smaller. Instead, it was determined that larger watches were merely being phased out.
The founder of Neighbourhood Watch Club, Jarrod Cooper, told Robb Report that smaller watches, along with unisex models, would be increasingly popular among consumers.
“2025 is the year for the smaller and more inclusive watch. I believe we are going to continue to see watches being released in ‘smaller’ sizes, catering to the unisex market,” predicts Cooper.
“I’ve noticed a lot more men are looking for watches around the 36mm mark and enjoying how they wear compared to the larger sizes they were used to in the past. At the same time, women are straying away from diamond-encrusted watches and looking for more wearable pieces. Moving forward, I think that watches aren’t going to be released as gender specific.”
Indeed, the preference for smaller watch cases reflects the demand for minimalist design and comfort. This appeals to those hunting for discreet yet luxurious models.
These watches offer versatility, balancing style, functionality, and a more subtle presence. Rob Corder of WatchPro suggests that while this trend will remain popular, it will also be restricted to a specific market segment.
“The fashion for smaller men’s watches will continue, but should not be over-stated. Sure, celebrities are fuelling excitement in slimmer, dressier watches from the 1970s, but this is still a niche market,” writes Corder.
“The trend for more discreet wristwear is affecting the oversized watch market the most. Chunky sports watches at 45mm or more diameters were commonplace five years ago; now, to me at least, they look ugly.”
“The sweet spot, as watch-loving veterans remind me, is 39mm. Expect to see a lot of watches launching this year in the 36-39mm range.”
All shapes, all sizes
Watchmakers often experiment with unusual cases to stand out in a competitive market. This approach appeals to consumers seeking individuality.
Innovative shapes, materials, and designs offer eye-catching aesthetics, allowing brands to stray beyond the boundaries of convention.
This creativity enhances visual appeal and meets the evolving demand for unique timepieces.
“Brands need to stop playing it safe and start embracing bold, imaginative designs,” writes Neil Cody for WatchGecko.
“It’s becoming tedious to see recycled models from their archives dressed up with a few new colour options and marketed as ‘fresh’ releases. Whether it’s due to a lack of creativity or an overly cautious approach, the result feels stagnant.”
Cody identified the 1970s as a 'golden era' for experimentation in watchmaking. Designers and brands embraced the challenge of creating something new, and while not every piece was a success, it was a philosophy that drove innovation.
“As I’ve said before, fewer circles and more corners should be the mantra for modern watch design. We need creations that stand out and represent the future, not endless tributes to the past,” he continues.
“Interestingly, it’s the smaller independent brands that are driving innovation. They’re capturing the imagination of collectors and proving that daring designs can succeed.”
Back to the future
While some may have grown weary and bored of the ‘reinvention’ trend, the popularity of vintage designs remains difficult to dispute.
In recent years, Jeweller has written extensively on the significance of heritage among brands, with the likes of Timex, Maxum, Edox and WOLF each finding success by returning to their roots.
International brands such as Vacheron Constantin (270 years), Breguet (250 years), and Audemars Piguet (150 years) each have important anniversaries this year.
The anniversaries of the Rolex Datejust (80 years) and the Rolex GMT-Master (70 years) are likely to fuel vintage appeal.
“It is a fact: the watch industry loves to celebrate anniversaries and important milestones,” writes Brice Goulard for Monochrome Watches.
“Being emotionally driven products, playing on nostalgia has long proven an efficient strategy for watch brands.”
He continues: “This year, in 2025, we know that three of the most prestigious brands will be celebrating important jubilees, and specific models will be reaching significant anniversaries. And this can already give us a pretty clear image of what to expect for 2025.”
All the colours of the rainbow
The debate around watch colour trends remains heated. Some expect the popularity of bright and eye-catching tones to capture the hearts of young consumers, while others predict a return to understated conventional colours.
Ariel Adams of ABlogToWatch has a more straightforward perspective.
He argues that colours such as black, blue, grey, silver, and white will remain popular merely because they better suit the most common clothing choices of consumers.
“Designers also often prefer using classic colours because they like shapes and materials to sell a product, not the mere use of visually exciting hues,” Adams writes.
“For a number of years now, I’ve joked about how, after so many highly colourful watches, someone will start to release monochromatic designs and be heralded for their design-forwardness - even though the old joke is that few people are demanding more black-dialed watches.”
He continues: “I anticipate this to start happening more often in 2025. Wild colours will still have a place in the catalog of every brand, but no longer will looking through a list of new watches be like trying to identify an exotic frog, bird, or insect in one of Earth’s rare bastions of biodiversity.”
What does the future hold?
The year ahead is expected to be dominated by evolving preferences around personalisation and identity, while a desire for comfort and minimalism remains a critical consideration.
Watchmakers are expected to continue experimenting with bold, innovative shapes and materials to cater to the demand for distinctive designs. Despite debates about colour trends, classic tones such as black, blue, and grey are expected to dominate, as they align with consumer preferences and versatile fashion choices.
Perhaps the only clear expectation for the year ahead is that watches will continue to transcend their functional role and remain personal statements of style and taste.
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