Article by Michael Renais

Is there are a risk that gents watches could become obsolete any time soon? We have so many other time-telling options so why bother with a watch at all? Perhaps because it is a fashion statement, a form of self-expression that you just don’t find in a cell phone or an mp3 player. Men can wear beautiful watches that only peak from beneath a shirt cuff yet the point the watch is making is substantial.

It could be said that men get short-changed when it comes to expressions of fashion. Maybe a man has invested in beautiful suits and an elegant pair of cuff links. Or he has a fine pair of expensive Italian shoes. Women have so many other options.

Men’s watches do, however, transcend fashion. A man can wear a vintage watch, a Swiss army watch, even a sports watch and still make a fashion statement. There is a bit of psychology behind men and the luxury watches they wear. Except for his wedding ring and cuff links, a watch may be the only expression of high fashion a many has. A large gold watch can say quite elegantly, “I have arrived. Look at me.” A man cannot bring his yacht or fancy sports car to an important business meeting but he can wear a beautiful, expensive watch that attracts subtle attention.

Mens watches such as luxury Swiss watches can range in price from something that is quite inexpensive to something that costs several hundreds of thousands of dollars. Men can even have watches custom made by companies such as Louis Vitton. Vitton has the Tourbillon Tambour, a watch that can be beautifully personalized in any of a number of ways. It speaks to why we are all fascinated by luxury. The Luxury Institute, an organization that researches spending trends did a study that showed that men wear a luxury watch that makes them feel special through these factors– quality, status, and exclusivity. Is that why so many of us are drawn to high fashion?

A watch can start a conversation because it captures our attention and imagination. For example, we are drawn to automatic watches because all the bells and whistles fascinate us. Do you like quartz or mechanical watches? Do you prefer a watch in yellow, white or rose gold? Or something even more expensive such as titanium? Do you want a moon-phase indicator or a perpetual calendar? Men often look for “toys for big boys.” A beautiful watch can fulfil that desire. Maybe a more understated look is what you are after. Take a look at something like the classic look of an Andemars Piguet watch.

In the early days of wristwatches, changes in lifestyles brought about waterproof divers’ watches. Civilian interest in diving came about through SCUBA (self-contained underwater breathing apparatus). Watches have continued to evolve with need but also as fashion trends have changed. Swiss watches are just one example of this evolution. It seems clear that the watch will not become obsolete any time soon. Swiss watches, divers watches, automatic watches. Each evolves in time.