The Current Watchword: Inexpensive
If you’re serious about buying a watch these days, vintage knockoffs or models that make an environmental statement are turning time into a fashionable commodity.
Many of the hottest sellers are priced in the anti-status range of $20 to $30.
Old World-inspired, skeleton watches--all or part of the inner workings are exposed--as well as expensive-looking, fossil-encrusted models and oceanic-themed watches are among the more popular timepieces this spring.
While gimmicks such as neon bands, oversize dials and patriotic emblems remain watchwords (the latter is expected to be strong at least through the Fourth of July), price, versatility and of environmental awareness are what keep the hands of time moving briskly at cash registers.
The explosion of well-priced models is helping boost sales to an all-time high, hovering at $2.5 billion annually, according to suppliers.
Among environmentally aware models, Fossil’s seashell and fish-fossil watches ($55 to $75) look as if they washed up from the ocean and are selling well at stores like G.Hq.
Bobton’s “fish in time” watches ($19.95) are filled with fake fish and water and 3% of sales are donated to the Nature Conservancy Fund. And Timex has introduced new recycled packaging on its Easy Reader watches ($29.95 at The Broadway), a move that Watson says will eliminate more than 1,100 tons of plastic from landfills each year.
“It’s not just the look of the watch but also the statement it makes in terms of design and packaging that appeal to customers today,” says Suzie Watson, trend analyst for Timex.
“Mother-of-pearl faces or abalone dials and unusual crystals are big now,” adds Kosta Kartsotis, director of marketing at Fossil. “Anything environmental or ocean-related is doing great.”
Inexpensive yet classy knockoffs of vintage Elgin, Rolex and Tiffany styles from 50 to 100 years ago have been popular for some time, but the latest examples offer a new twist.
“Retro looks with a sense of humor are doing well for us,” Fossil’s Kartsotis says. “The approach is more trend-oriented than time-oriented however.”
Other resources, such as Ceval by Bobton, Guess? and Timex, are also stressing retro replicas in their current collections.
In addition to upscale skeleton looks, other vintage looks from Timex are watch pins and ring watches.
“Ring watches are definitely an important now look,” says Timex’s Watson, adding that the company is very bullish on the watch market this spring.
Graduations, Mother’s Day and Father’s Day make this the second-busiest period for watch sales behind Christmas.
