Aventi Newsletter Issue 10: The Future of Watchmaking Trends and the Fashion Industry

Horology Trends and Their Impact on the Fashion Landscape

Large, well known #luxury fashion groups are increasingly lining their catalogs and destinies with their counterparts in the #watchmaking world. The very first signs of this merging came during the “fast fashion” approaches of the 1980s, where these established icons introduced #fashion watch lines. Likewise, watchmakers began to look around, coming out of their “shells” of technique and tradition to gain market share in the fashion world.

The result is that, to this day, the combination of watchmaking and fashion has become essential, almost inseparable: a binomial cemented by the use of the same media and ambassadors, with dynamic actions that increasingly see a dynamic “fusion” collaboration between the different actors in the supply chain.

This complex situation, where many actors are key players, influences modern watchmaking trends, leading our beloved #timepieces toward a function increasingly linked to the aesthetics and character they impart to the wearer, who, through them, can afford to express themselves in substantial and innovative ways.

Watchmaking and Smartwatches

With the introduction of these types of devices, many prophets of doom have rushed to announce the end of #mechanical watchmaking. Yet despite their widespread popularity, smartwatches have not supplanted the traditional watch, except to a small extent. They have mostly stood alongside, fulfilling their primary function of technically assisting personal organization and well-being.

So it is easy to predict that this trend will continue in the future, as #smartwatches combine advanced connecting features with an aesthetic that often becomes a fashion statement. However, increasingly, we are witnessing the phenomenon of double writing; where the smartwatch, worn for functional reasons, is accompanied by a traditional watch that you wear for primarily aesthetic purposes.

In short, the concept of the watch is transforming, becoming less utilitarian and more experiential.

Mechanical Watches and the New Generations?

This topic brings us to mechanical watches. As we have seen, they seem to be in excellent health, according to data from the Federation Horlogere, the association that brings together the leading #Swiss manufacturers, which sees export figures for traditional watches rising yearly.

Aside from the spread to new markets and a catching-up effect on the two years marked by the COVID crisis, these figures indicate that new generations are increasingly focusing on traditional watches. In fact, a stylistic revival of vintage watchmaking, especially from the 1960s and 1970s, is underway, where the Maisons are reintroducing revised and updated versions in the technical content of their great classics - and the new generations appreciate this retro and highly suggestive style.?

It is a case in point, for example, the recent relaunch of the Tissot PRX series, re-proposed in quartz and mechanical versions, which has struck a chord in the hearts of enthusiasts young and old, thanks to its slightly angular vintage lines and its integrated bracelet perfectly connected with the case.

New Trends in Watchmaking

Several areas watch industries are focusing on, and often, these can be traced back to social issues that are now becoming of interest to watch enthusiasts and people who wear watches without being real experts.

Material experimentation:?

As consumers demand more #sustainable and environmentally friendly products, watch companies are exploring alternative materials with innovative features or a lower environmental impact. These can include recycled metals, bio-based plastics, and innovative composite materials. A typical example of this trend is Swatch/Omega’s innovative MoonSwatch series, which features a case made of bioceramic material. Sustainable materials not only appeal to environmentally conscious consumers but also demonstrate a brand’s commitment to responsible manufacturing.

Shapes and colors:?

The boundaries of traditional watch shapes and colors are being pushed to appeal to a younger, more diverse audience. Brands are experimenting with bold, vibrant colors that make watches stand out and make them a fashion statement. Unconventional shapes, such as hexagons, triangles, or even asymmetrical designs, can add uniqueness to a watch’s aesthetic and distinguish it from traditional round designs. Aventi is leading the way in this area, with its pentagonal case tapered at the top, which is becoming more and more iconic for the Maison.

Unconventional dial shapes:

Abandoning the traditional round dial opens up a world of creative possibilities. Asymmetrical, geometric, and irregular dial shapes can offer a fresh and innovative look, as can the increasingly advanced skeletonization, combined with the use of case materials such as sapphire crystal, which allows a three-dimensional look on the watch mechanisms. These designs can attract attention and satisfy those seeking a more avant-garde and artistic style.

Customization and personalization:?

Consumers today appreciate products that reflect their individuality. Watch brands, especially high-end ones, often offer customization options, allowing customers to choose from a variety of materials, colors, straps, and even engraving options to create a watch that suits their style and preferences. Companies such as Bamford Watch Department and Artisans de Geneve have been pioneers in this area and continue to grow because of this need for uniqueness.

Vintage revival:?

While pushing the boundaries of innovation, watch design often looks to the past for inspiration and repurposing #styles and designs that belong to the history of different Maisons. #Vintage design and retro aesthetics continue to have a place in the market. New designs often blend nostalgic elements with modern features to create a unique fusion of classic and contemporary. For example, Mido’s new Multifort TV Big Date line winks in the 1970s to repurpose an important watch from its own history.

Increasingly Close Relationships Between Designers and Maisons.

Collaborations between watch brands and fashion houses have become a significant part of the watch and fashion industry. These unique partnerships often result in exceptional creations that combine both brands’ distinctive aesthetics and style to achieve an innovative result congruent with different “brand experiences.”

For example, Rado has had Art editions of its timepieces in its catalog for some time now. The True Square and True Thinline series, in fact, have been interpreted in their different shapes and colors by designers and creatives from all over the world, such as Formafantasma, Thukral and Tagra, Tej Chauhan, Yuan Youmin, YOY, and many others, to blend watchmaking and design in an ever closer way to cater to the desires of the more aesthetic-minded public.

In Summary?

Never before has the watch industry been exposed to such a ferment, and the results are showing. In addition to long-established brands, we are witnessing an incredible flowering of new proposals that often take innovative paths and achieve resounding success precisely because of their unconventionality and innovation, which is rewarded by public attention.?

Among the most recent cases, we can cite the case of companies that have been on the market for only a few years, such as Aventi, Christopher Ward, Ming, and several others, which are rewriting the canons of traditional watchmaking according to futuristic and unexpected styles, and “speaking” a new language intended for a different user base.

This grassroots movement is influencing watchmaking trends and bringing new life to an industry that is seeing ever-increasing expansion, especially in reaching new consumer groups less attracted to overly conventional watchmaking. The results today are there for all to see, and we are sure that there will be many more surprises for enthusiasts in the future thanks to the explosion of creativity brought by companies like these, which will allow them to express their own style and way of being without preconceptions.

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