WatchProSite|Market|Digest

Horological Meandering

human physiology being what it is . . .

 

watches cannot get much larger and could get somewhat smaller, though I agree that men's watches will probably never dip below 35 mm again. 

Here's the problem with the current trend.  Some guys -- a substantial fraction of the market -- actually look great in ROOs and Panerais.  Some guys look terrible in them because, for example, the lugs stick out beyond their wrists.  Today, the guys in the latter category are willing to put up with the ungainly appearance because big watches are de rigeur, and hardly anyone says:  "hey, that watch is just too big for your wrist."  But THAT will surely change because, in fact, watches with lugs that extend beyond the countours of a wrist do look very odd.  And the average wrist size will not be getting bigger anytime soon. 

So, what will the major watch manufacturers do when the guys whose wrists are too small for 44 mm watches stop buying them because they realize they look bad wearing them?  Of course, the guys with bigger wrists will keep buying those watches.  But there are only so many such people in the market, and scale economies are important here.  And which brands will step in to provide high-end 36-38 mm watches that actually don't look too big for guys with thin-to-medium wrists?  Some brands will, and those watches will sell well. 

The market dynamics in the luxury watch industry are very strange, but they are not so strange that they can prevent the serious course correction demanded by simple wrist physiology.

  login to reply