This could go down as the worst year ever for the Swiss watch industry. In addition, exports have fallen by 25 percent, the worst decline in 80 years. However, given that factories were closed and production stopped 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 have defined luxury watches this year.
Retrospectives are in demand
Nothing generates as much nostalgia as when our lives as we know them suddenly and perhaps irrevocably change. Vintage-inspired products like TAG Heuer's blue-red-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 had lost.
Wear WFH Chic
Casual luxury was a trend long before the pandemic accelerated it. With our work-from-home lifestyle, we needed a more relaxed wardrobe, and the watch industry was ready for it. From Montblanc's 1858 Monopusher Chronograph to Jaeger-LeCoultre's Reverso Tribute Duoface Fagliano with canvas strap, luxury brands are allowing us to wear our watches more casually this year.
All 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 into the mix with its new Oyster Perpetuals in red, yellow and turquoise. Vacheron Constantin's delicious Fiftysix Self-Winding in rose gold with chocolate-colored dial and bracelet proves that the grandes dames of watchmaking also have the knack.
Integrated wristbands everywhere
The cash cows of the industry are stainless steel sports watches with integrated bracelets. There are more and more stories about waiting lists for Audemars Piguet's Royal Oak and Patek Philippe's Nautilus. Hublot delivered a big bang this year with the Integral, while Bulgari continued to make a splash 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 is true that luxury watches have become more expensive in recent years. No luxury brand likes to sing about becoming 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 make inroads. Breitling's rugged new Endurance Pro may be a quartz movement, but it's the best value you'll find from Breitling. The Baltic, March LA.B and the newly christened Oscar Fenston brands all offer well-made mechanical watches for under 500 euros.
The big year of sustainability
Yes, with Covid's help, but this was the year that sustainability finally went 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 flatpack boxes made from recycled plastic bottles; and Ulysse Nardin will introduce a watch made from 100 percent recycled materials in 2021. Besides resolutions, what else will the new year bring?
