Watches Consumer Insights

Implications - Watches are worn to convey a certain message about a wearer. As more and more people rely on their cell phones to tell time, watchmakers on the forefront have begun integrating additional features. These new accessories are offering aid, for example weight loss tools, ‘sound’ for the deaf, or communication devices.

Implications - Many people no longer rely on wristwatches due to the prevalence of mobile phone clocks, yet they still hold strong appeal for aesthetic reasons. Emerging wrist-worn technologies are a promising niche, not only due to their effortless sartorial tie-in, but because having technology attached to the body, as opposed to carried in the pocket, brings human/tech integration to new levels of efficiency.

Implications - Dual or multi-purpose electronics have gained mass appeal. Watches have become especially popular multi-functional devices as they can be combined with several different gadgets for portable convenience. Technologies that offer alternate functions reduce clutter, save time and often serve as status symbols.

Implications - It’s no longer enough to have a luxury item just because it’s from a high-end designer. Affluent consumers today also want goods that reflect their own personal sense of style. For instance, luxury timepieces for men and women used to be the most traditional product category, with only a few brands and their classic designs representing status. Now, more unique watches are pushing into the luxury scene, marking the rise of style over tradition.

Implications - Making their way into the hearts of the fashionable and geeky alike are stylish, hi-tech accessories that can do everything from monitor your blood pressure to control your iPod. With a rising preference for portability and easy-to-use technology, it’s no surprise that many designers are trying to merge fashion and function.

Implications - What is typically associated with everything shabby has taken on a new form in the market. It now costs big bucks to buy products with already distressed-looking materials. Shabby-chic fashions—with high prices—give consumers an edge to set themselves apart, yet allow them to maintain a high-fashion look.

Implications - Every aspect of life is getting an eco-friendly makeover, including fashion. As sustainable clothing makes its mark in the industry, another aspect of green fashion is emerging: solar power. Sun-powered fashion accessories in particular are becoming available to green-minded individuals, with everything from solarific purses to watches. Although still just a novelty, these solarcessories may grow in popularity as eco-friendly living increases in priority among consumers.

Implications - Designers are bringing back the 16th century with sleek and modern twists on the classic pocket watch. While still considered a refined, luxury item, the pocket watch is no longer associated with only an older market as more and more young consumers take on this more traditional look. Designers, however, are doing their part by infusing modern elements like social networking, gaming and other technologies into these classic pieces.

Implications - Today's on-the-go consumers are constantly looking for products that will help them multitask, and one area in which multi-functionality may influence purchasing decisions is watch design. Because watches can be worn, they provide a convenient method of storing data, connecting to friends, making payments and more. Saving people the time and trouble it takes to find similar functions and apps on their computers, phones or tablets, these built-in features appeal to time-starved consumers searching for convenience in their day-to-day lives.

Implications - Carbonado, or "Black Diamonds," are now the luxury good to covet. As these gems are very rare, they offer the feeling of exclusivity, but they also provide a dark mystique that can make one feel both sexy and subversive. While real black diamonds are hard to come by and even more expensive to purchase, that's not stopping designers from using them as inspiration, evidenced in the cars, beauty products, jewelry and even gourmet foods that have been influenced by these precious stones' magic and mystery.