LuxuryWatchesIs it time to change the narrative around fashion watches?Fashion watches are changing – but their reputation isn’tWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
LuxuryWatchesIs it time to change the narrative around fashion watches?Fashion watches are changing – but their reputation isn’tWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
Fashion watches are changing – but their reputation isn’t
When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
(Image credit: Sam Cross)
(Image credit: Sam Cross)
When many of us think of thebest watcheson the market, it’s unlikely that a fashion watch brand comes to mind. While they often have looks and recognisable brand names on their side, the horological offering is often significantly lacking.
The cry of many watch enthusiasts suggests that fashion watches use cheap movements and other materials, with a view to creating the biggest profit margin. Others suggest that the designs are derivative, with little first hand design work.
But is all of that true in the modern age? Well, I’ve been testing a few out to see.
What is a fashion watch?
Think of fashion brands likeTommy Hilfiger,Fossiland Louis Vuitton – all of these produce watches, but you wouldn’t necessarily call them watch brands first and foremost.
While there’s no one single characteristic which defines these watches, we can draw a few generalisations. As mentioned, the design language is often based on other popular models – you’ll see a lot ofdive watches, for example, thanks to the popularity of watches like theRolex Submariner.
Generally speaking, you’ll find them using larger case sizes. They’re also more commonly associated withquartz watches, though it’s not uncommon to see automatic movements on occasion.
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Testing some affordable fashion watches
To find out more, I’ve been testing a couple of different fashion watches in the last few months. Up first, we have theBoss Bossmatic. That’s a new release from the Boss brand, designed to showcase the thinking from its dedicated watch design team.
That makes use of a Seiko kinetic movement inside. That’s essentially the marriage of a quartz movement with an automatic rotor, which can yield some truly monstrous battery life figures.
Image1of3(Image credit: Sam Cross)(Image credit: Sam Cross)(Image credit: Sam Cross)
Image1of3(Image credit: Sam Cross)(Image credit: Sam Cross)(Image credit: Sam Cross)
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(Image credit: Sam Cross)(Image credit: Sam Cross)(Image credit: Sam Cross)
(Image credit: Sam Cross)(Image credit: Sam Cross)(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
BossBossmatic:£349at GoldsmithsPick up this cool Boss sports watch with an interesting movement and a killer dial design for just £349 at Goldsmiths.View Deal
BossBossmatic:£349at GoldsmithsPick up this cool Boss sports watch with an interesting movement and a killer dial design for just £349 at Goldsmiths.View Deal
BossBossmatic:£349at GoldsmithsPick up this cool Boss sports watch with an interesting movement and a killer dial design for just £349 at Goldsmiths.View Deal
BossBossmatic:£349at GoldsmithsPick up this cool Boss sports watch with an interesting movement and a killer dial design for just £349 at Goldsmiths.
BossBossmatic:£349at GoldsmithsPick up this cool Boss sports watch with an interesting movement and a killer dial design for just £349 at Goldsmiths.
Pick up this cool Boss sports watch with an interesting movement and a killer dial design for just £349 at Goldsmiths.
View Deal
View Deal
View Deal
I also got hands on with theEmporio Armani Sea Explorer. That’s a new dive watch from the brand, which makes use of an automatic mechanical calibre.
That’s a much more ‘regular’ movement than the one found in the Boss watch above, and that familiarity is a theme throughout this piece. You’ll find an old school fold-over clasp on the bracelet, and a neat dial array which is reminiscent of old school dive watches.
Image1of3(Image credit: Sam Cross)(Image credit: Sam Cross)(Image credit: Sam Cross)
Image1of3(Image credit: Sam Cross)(Image credit: Sam Cross)(Image credit: Sam Cross)
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(Image credit: Sam Cross)(Image credit: Sam Cross)(Image credit: Sam Cross)
(Image credit: Sam Cross)(Image credit: Sam Cross)(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
(Image credit: Sam Cross)
Emporio ArmaniSea Explorer:was £439now £305at BeaverbrooksThis Emporio Armani Sea Explorer is a classic dive watch, with a reassuringly weighty case. It’s also over £100 off right now at Beaverbrooks – just £305!View Deal
Emporio ArmaniSea Explorer:was £439now £305at BeaverbrooksThis Emporio Armani Sea Explorer is a classic dive watch, with a reassuringly weighty case. It’s also over £100 off right now at Beaverbrooks – just £305!View Deal
Emporio ArmaniSea Explorer:was £439now £305at BeaverbrooksThis Emporio Armani Sea Explorer is a classic dive watch, with a reassuringly weighty case. It’s also over £100 off right now at Beaverbrooks – just £305!View Deal
Emporio ArmaniSea Explorer:was £439now £305at BeaverbrooksThis Emporio Armani Sea Explorer is a classic dive watch, with a reassuringly weighty case. It’s also over £100 off right now at Beaverbrooks – just £305!
Emporio ArmaniSea Explorer:was £439now £305at BeaverbrooksThis Emporio Armani Sea Explorer is a classic dive watch, with a reassuringly weighty case. It’s also over £100 off right now at Beaverbrooks – just £305!
This Emporio Armani Sea Explorer is a classic dive watch, with a reassuringly weighty case. It’s also over £100 off right now at Beaverbrooks – just £305!
View Deal
View Deal
View Deal
The Armani piece is much heftier, but it’s a reassuring weight. My biggest gripe here is the case size, which feels positively gargantuan. There’s no word on the thickness measurement online – and I can’t profess to have taken a tape measure to it – but it’s certainly a chunky case.
The real question, then, is whether either of these would take the place of a similarly priced, watch-focussed brand. That’s a hard one to answer. At the £300-400 mark, there’s still competition for both of these. Brands likeSeikoandOrientboth have strong offerings here, while others likeTissotandCitizenoffer a lot to love, too.
There’s an argument either way, but one thing is for sure – there’s an awful lot of competition for these pieces.
(Image credit: Louis Vuitton)
(Image credit: Louis Vuitton)
High-end fashion watches
Of course, there are two sides to every story. While many think of fashion watches at the more affordable end of the spectrum, that really doesn’t give us the entire picture.
Take a brand likeLouis Vuitton, which has taken to crafting someseriouslyimpressive pieces at theLVMH Group’sLa Fabrique du Tempsfacility. The brand recently unveiled its Year of the Snake watch, which is possibly the finest example of its prowess thus far.
The dial is a work of art, complete with a stained wood and parchment base, artistically crafted, engraved and enamelled snake and leaf pieces, and an absolutely mesmerising movement. That features a micro-rotor, and uses a wave motif across the entire calibre, which looks flawless.
Do fashion watches deserve their reputation?
With offerings like that, I think chatter about fashion watches is going to change quite quickly.
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