What women really want

5 min read The trend has been growing for several years, and with the 2019 SIHH and Baselworld shows behind us, we can safely confirm that mechanical watches for women are here to stay From traditional Houses such as Jaeger-LeCoultre, Girard-Perregaux, Patek Philippe or Carl F.

Bucherer to, on a more accessible level, TAG Heuer or Frederique Constant, laudable efforts are being made to seduce women customers Founded in 1888 in Lucerne, Bucherer is the leader in worldwide watch distribution, with 15 Bucherer stores in Europe, four Watch Gallery stores in London, 28 Tourneau stores in the US, and the Baron Elite chain in Hawaii In the early 20th century, while men still preferred pocket watches, ladies were the first to adopt wristwatches, which at the time were of course equipped with mechanical movements.

Whereas the Swiss watchmaking industry moved ahead with mechanical watches for men following the "Quartz crisis" of the 1970s to early 80s, many ladies' models were left behind in quartz mode - a trend exacerbated in recent years with the quest for the almighty in-house movement, most of which have been destined for men's watches Following her directives, Bucherer created the first Woman and Watch Club "A more informed client will ask to see a watch with complications, often without diamonds.

Others come in not knowing that anything other than a quartz movement even exists When we show them other models, manual-wind or automatic, some will opt for automatic while others still prefer quartz It depends on their lifestyle.

The important thing is that women now have the same choices as men." . Source