This could be considered the worst year ever for the Swiss watch industry. Furthermore, exports have fallen by 25 percent, the worst decline in 80 years. However, given that factories were closed and production halted for three months, this is not surprising. Despite the pandemic, however, most—but not all—brands in Switzerland have continued to innovate, introducing hundreds of new designs. This has kept the market interesting and buyers interested, so sales have picked up again. What did we buy? Below are six trends that dominated luxury watches this year.
Retrospectives are in demand
Nothing evokes nostalgia quite like when our lives as we know them suddenly and perhaps irrevocably change. Vintage-inspired products like TAG Heuer's blue, red, and yellow limited-edition Carrera and Zenith's A384 models have their roots in the 1960s, but they are a timely and welcome reminder of what we loved about what we've lost.
Wear WFH chic
Casual luxury was already a trend long before the pandemic accelerated it. With our work-from-home lifestyles, we needed a more relaxed wardrobe, and the watch industry was ready. From Montblanc's 1858 Monopusher Chronograph to Jaeger-LeCoultre's Reverso Tribute Duoface Fagliano with a canvas strap, luxury brands are allowing us to wear our watches more casually this year.
All the colors of the rainbow
There was a time when blue dials stood out in a sea of black and white. As this year has shown, dials now come in Technicolor. Rolex is getting in on the action with its new Oyster Perpetuals in red, yellow, and turquoise. Vacheron Constantin's delectable Fiftysix Self-Winding in rose gold with a chocolate-colored dial and bracelet proves that even the grandes dames of watchmaking have the knack for it.
Integrated wristbands everywhere
The industry's cash cows are stainless steel sports watches with integrated bracelets. Stories of waiting lists for Audemars Piguet's Royal Oak and Patek Philippe's Nautilus are growing. Hublot delivered a big bang this year with the Integral, while Bulgari continued to make waves with its ultra-thin Octo Finissimo Automatic models, introducing a satin-finished steel version that was the talk of the town.
A new entry-level model
Whatever the reason, it's true that luxury watches have become more expensive in recent years. No luxury brand likes to boast about getting cheaper, but some brands have responded by offering new designs at more affordable prices. At the same time, the new entry-level mechanical watch brand continues to gain ground. Breitling's rugged new Endurance Pro may be quartz, but it's the best value you'll find at Breitling. The Baltic, March LA.B, and the newly rechristened Oscar Fenston brands all offer well-made mechanical watches for under €500.
The big year of sustainability
Yes, with the help of COVID, but this was the year sustainability finally became mainstream in the luxury watch industry. As a result, brands are now lining up to showcase their eco-friendliness. Breitling has swapped its standard packaging for flat-pack boxes made from recycled plastic bottles; and Ulysse Nardin will unveil a watch made from 100 percent recycled materials in 2021. What else will the new year bring besides resolutions?
