Smaller Watches Return as Gender Labels Fade in Watchmaking
Creatrip Team
17 days ago
For decades, watch brands divided products into 'men's' (large sports watches) and 'women's' (small, jeweled pieces). That formula is changing: brands now offer many case sizes within collections and often list millimeter measurements rather than gender. Consumers choose by wrist fit and style, not sex. Celebrities like Timothée Chalamet, Bad Bunny, and Korea's G-Dragon wear traditionally 'women’s' or small-case models, reflecting a broader genderless trend. Major houses—from Audemars Piguet and Cartier to Bvlgari and A. Lange & Söhne—have introduced smaller variants (many around the mid-30mm range or below), reviving proportions common in the 1940–60s. The shift is driven by a vintage boom, desire for comfort, and fashion’s move toward genderless choices, meaning size and taste now matter more than the label 'men's' or 'women's.' (Cartier, Piaget, Audemars Piguet are mentioned.)
