Toys for Boys Watch Trends for Men

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Men love complications
Complications (anything added to the basic function of the watch’s time display) are the next step for a man who is hooked on mechanical watches. First, men become entranced with mechanical movements, then feel the need for something more. Complications scratch that itch. Some, such as chronographs, annual or perpetual calendars, and dual time zones/GMT, are very functional. Others, like minute repeaters or watches showing animations are cool and fascinating, even if not
too useful.

“I think men are more interested in complications than ever before,” says Marc Junod, general manager, Blancpain U.S. “They aren't just interested in a day, they want a Grande Date, which we just came out with. I think men are interested in complications in general, but the time zone complication is one of the most popular for Blancpain, and it's very useful.”

“Men are looking for a combination of design and technical excellence,” says Zenith's Ziff. “It's not enough just to have a great movement, nor is it enough to have a great design – you have to have both. The American man wants a hand-made, limited-series watch with a beautiful and unique design. He wants something uncommon that stands out.”

Uniqueness is important for men. “I think men are looking for a watch that is not like every other watch,” says Tutima's Calzadilla. “There is a strong need for men to feel unique. They don't want to feel like they are wearing an average watch. We cater to the man who wants a timepiece that is different and that not every one is going to recognize. That's why we have been so successful in the last few years; people are moving away from the big brands that everyone knows and going towards the lesser known, but still very high quality brands.”

Diamonds - Man’s best friend?
Diamonds have been the hottest thing in women's watches for many years. But now, the stones are showing up on masculine timekeepers, too. Not all men are interested in full diamond pavé watches, but more and more are willing to consider tasteful watches with diamond accents. “We have a demand for diamonds on men's watches,” says Tissot's Thiebaud. “Diamonds go very well with stainless steel watches. There are some men who request our steel watches with tasteful diamonds, a diamond on each corner, for example.”

Most watch brands don't really know why diamonds are suddenly getting hot for men, but it's definitely a trend. “I'm seeing some interest in diamonds in men's watches and I don't really know why,” says Reactor's Olmes. “I think it will be a relatively short-lived trend, but it's getting hot right now. The sports and entertainer crowd all have sports watches covered in diamonds. We are going to do a limited-edition Ion with 2.5 carats of diamonds. It will be a PR effort, because it is really ‘bling bling’ and a statement piece.”

Toys for boys
Nearly all men love cars and motorcycles, and this is not lost on a number of watch companies. Many brands, from Audemars Piguet to Tissot, have become associated with racing events, car companies or other sports activities. The hope is that this partnership will trickle down to the people who share this passion, eventually leading them to become watch customers as well.

Watch wardrobing
Some of the best news in watches is that most men are buying more than one. Twenty years ago, one watch would serve for decades or a man’s whole life. Now, he is buying more than one watch a year, which means more opportunities for retailers. The challenge is to get the right mix of tried-and-true products combined with exciting ones to keep men interested, and coming back.

“The TAG Heuer customer has, on average, 4.5 luxury watches,” details LVMH's Lalonde. “Out of that, we are 2.5 of those watches. I think that bodes well for men's watches. We have to get more new luxury watch buyers into the market, because the ones who are in today are buying more.”Buying more watches is good news for retailers. “I have been in the watch industry for 35 years,” says Thiebaud. “Before the 1980s, men wouldn't own more than one, two or three watches in their entire lives. The Swatch watch changed all this. Today, men own and wear different watches based on what they are doing.”

The world of men's watches is more exciting than it's ever been. There are great new products, new designs, new features and functions, all designed to intrigue and entice men into buying more watches. The best thing? It's working.

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