Tania Edwards, vice president of Patek Philippe
replica Breitling watches
Tania Edwards, vice president of Patek Philippe’s U.S. subsidiary explains this growth: “We are beginning to see an increase in demand from women for mechanical, complicated timepieces. One mistake that watchmakers, including ourselves, tend to make is shrinking down a man’s watch.A woman’s sensibility, what attracts her to something, is very different than what attracts men, and we have to understand that and respect that. Especially at this high-end price point, a woman is buying something that she thinks is beautiful, that she’s going to love forever, that—most important—she can wear as a piece of jewelry.” Edwards explains that Philippe Stern, owner of Patek Philippe, felt that it was time to change the company’s image. “Mr. Stern felt very strongly that there is no reason why women shouldn’t appreciate fine timepieces the same way that men do. The Twenty-4 was introduced to try to increase awareness for Patek among women.” This strategy has succeeded in not only increasing awareness for Patek Philippe, but also for the entire upper end of the watch industry in general.
Gevril Steps Up to the Plate An example of women’s growing luxury awareness is perhaps best illustrated by current events in the jewelry industry. One of the hottest pieces of jewelry is presently the right-hand ring. While a left-hand ring symbolizes love, marriage or engagement, and partnership, the right-hand ring is a distinct symbol of independence and a woman’s ability to do her own decision making (as in the decision to buy the ring in the first place), and so is the wristwatch for the modern, affluent woman. Recognizing this, companies are purposefully marketing to women by use of testimonial and celebrity spokeswomen. Official or unofficial, a celebrity wearing a certain timepiece can result in a tremendous increase in sales. And now with large-sized watches in vogue, it is much easier to see who is wearing what.
This spring, Heidi Klum endorsed Gevril watches. Monica Friedmann of Gevril relates that the first two Avenue of Americas models sold were to female selfpurchasers, surely one of the reasons the company approached the supermodel as a spokeswoman. “It was very surprising and exciting because it [this model] took off right away as a men’s and a women’s watch. It looks so beautiful on the wrist, even on a thin, small-wristed woman, it wears just right.”
In the meantime, Gevril has answered the call by introducing the Avenue of Americas Glamour Collection, adding diamonds, mother-of-pearl dials and trendy pastel-colored straps to the fine mechanical watch. A smaller version of the company’s bestseller will also hit the stores soon. “Although so many women love it in the large version, we know there has been a tremendous request for a smaller size,” Friedmann explains.
Enter Maurice Lacroix Another testimonial campaign has been embarked upon by Maurice Lacroix. In this time of tough competition among midpriced sales points, the company has decided to concentrate on its high-end luxury audience,hoping to be left on solid ground when the world’s financial crises begin to ebb.
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