Report on the Evolving Role of Women’s Watches and Alignment with Sustainable Development Goals

Introduction: A Paradigm Shift in Horology

A significant cultural transformation is occurring within the horology industry, challenging historical gender norms and aligning with key United Nations Sustainable Development Goals (SDGs). Traditionally viewed as status symbols within a male-dominated sphere, timepieces are being redefined by a new generation of female collectors and fashion leaders. This report analyzes this shift, focusing on how the growing market for women’s watches promotes gender equality, economic empowerment, and responsible consumption patterns.

Market Transformation and Gender Equality (SDG 5)

The rebranding of watches as a luxury accessory for women directly supports the objectives of SDG 5: Gender Equality. By breaking down traditional barriers in a historically exclusive industry, the market is fostering female empowerment and representation.

The Rise of Female Collectors and Influencers

The increasing visibility of women in the world of watch collecting is a primary driver of this change. The market is no longer dictated solely by male preferences, as evidenced by the growing interest and discerning purchasing habits among women. This trend is amplified by influential figures who champion luxury timepieces, including:

• Bella Hadid
• Zendaya
• Rihanna
• Taylor Swift
• Kaia Gerber

These tastemakers are frequently seen wearing prestigious brands like Cartier, Omega, and Rolex, dismantling the perception that such brands are exclusively for men and promoting a more inclusive vision of luxury.

Timepieces as a Tool for Economic Empowerment and Responsible Investment (SDG 8 & SDG 12)

The modern timepiece is increasingly viewed as a personal investment, a perspective that aligns with SDG 8 (Decent Work and Economic Growth) and SDG 12 (Responsible Consumption and Production). This dual role as both a financial and sentimental asset encourages sustainable economic practices and mindful consumerism.

Financial and Sentimental Value

According to Brynn Wallner, founder of the watch platform Dimepiece, a watch represents more than a fleeting fashion statement. It is a significant investment that often appreciates in value. More importantly, it is a sentimental asset with which the owner forms an intimate, long-term relationship. This contrasts sharply with the disposable nature of fast fashion.

Promoting Durability and Intergenerational Transfer

The concept of a watch as an heirloom piece is central to its sustainable appeal. As Wallner explains, a quality timepiece is “something you wear for life and then pass down to future generations.” This practice of intergenerational transfer embodies the principles of a circular economy, a core component of SDG 12. It promotes:

1. Longevity: Investing in items designed to last a lifetime.
2. Reduced Waste: Moving away from a culture of disposability.
3. Emotional Durability: Creating lasting connections to possessions.

The market’s inclusion of pre-owned vintage models, such as a 1993 Rolex Cellini, further strengthens this commitment to circularity and responsible resource management.

Fostering Responsible Consumption Patterns (SDG 12)

The evolution of the women’s watch market demonstrates a clear trend towards more responsible and sustainable consumption habits. This is evident in the diversification of products and the innovative ways in which they are used.

Accessibility and Inclusivity in Design

While luxury watches carry high price points, the market has expanded to offer a wide range of styles and materials, including affordable options under $200. This diversification makes durable, stylish timepieces accessible to a broader audience, ensuring that responsible consumption is not limited to the highest income brackets. The availability of watches made from various materials, from classic stainless steel to sleek silicone, allows consumers to make choices that align with both their budget and their values.

Innovative and Unconventional Wear

A burgeoning trend sees watches being worn as versatile jewelry pieces, further extending their lifecycle and utility in line with SDG 12. This creative repurposing challenges conventional use and promotes a more sustainable relationship with accessories. Notable examples include:

• Watch Chokers: Popularized by Taylor Swift at the 2024 Grammys.
• Watch Anklets: As demonstrated by Rihanna.
• Watch Rings and Pendants: An emerging trend offering new forms of expression.

This creative reuse maximizes the value and lifespan of each piece, reinforcing the principles of sustainability and responsible fashion.

Conclusion: The Sustainable Future of Women’s Horology

The cultural re-evaluation of women’s watches marks a significant step forward for the luxury goods industry. This movement strongly aligns with the Sustainable Development Goals by promoting gender equality (SDG 5), fostering economic empowerment (SDG 8), and championing responsible consumption and production (SDG 12). As women continue to claim their space in the world of horology, the focus on investment, longevity, and creative reuse positions the timepiece not just as a symbol of status, but as an emblem of a more sustainable and equitable future.

Analysis of Sustainable Development Goals in the Article

1. Which SDGs are addressed or connected to the issues highlighted in the article?

Based on the article’s content, the following Sustainable Development Goals (SDGs) are addressed:

• SDG 5: Gender Equality

  The article’s central theme is the cultural shift in the luxury watch market, which was “for centuries… regarded as status symbols for an exclusive, predominantly male club.” The text highlights the rise of a “new generation of women watch collectors” and how “timepieces are now viewed as a part of the luxury cohort for ladies, too.” This directly relates to breaking down gender stereotypes and promoting women’s participation in cultural and economic spheres previously dominated by men.

• SDG 8: Decent Work and Economic Growth

  The article touches upon economic empowerment and market growth. It describes watches as a “personal investment” for women and notes that “the women’s watch market has grown not just in sales but also in interest.” Furthermore, it features female entrepreneurs like Brynn Wallner, founder of the watch platform “Dimepiece,” and J.J. Owens, creator of “Daily Grail Official,” who have built careers and businesses within this evolving market, contributing to economic growth.

• SDG 12: Responsible Consumption and Production

  While not the main focus, the article implicitly connects to responsible consumption. It contrasts luxury watches with fleeting fashion items by describing them as a “sentimental investment” and “something you wear for life and then pass down to future generations.” This promotes a mindset of longevity, durability, and reuse, which are key principles of sustainable consumption, moving away from a disposable culture.

2. What specific targets under those SDGs can be identified based on the article’s content?

Several specific targets can be linked to the article’s discussion:

1. Under SDG 5 (Gender Equality):

   • Target 5.5: Ensure women’s full and effective participation and equal opportunities for leadership at all levels of decision-making in political, economic and public life. The article demonstrates this by highlighting how women are becoming key players in the luxury watch economy. They are not just consumers but also “leading fashion tastemakers” and entrepreneurs (Brynn Wallner and J.J. Owens) who are shaping the industry’s direction.
   • Target 5.a: Undertake reforms to give women equal rights to economic resources, as well as access to ownership and control over… other forms of property… The article frames luxury watches as a “personal investment from a financial standpoint,” indicating that women are gaining access to and control over high-value economic assets, which can be passed down as a form of inheritance (“pass down to future generations”).

2. Under SDG 8 (Decent Work and Economic Growth):

   • Target 8.5: By 2030, achieve full and productive employment and decent work for all women and men… and equal pay for work of equal value. The article showcases women like Brynn Wallner and J.J. Owens who have created their own platforms (“Dimepiece” and “Daily Grail Official”), thereby generating employment and carving out influential roles in the economic sector of horology and fashion media.

3. Under SDG 12 (Responsible Consumption and Production):

   • Target 12.5: By 2030, substantially reduce waste generation through prevention, reduction, recycling and reuse. The article supports this target by promoting the idea of longevity and reuse. A watch is described as an item that “transitions seamlessly” and is worn “for life,” directly opposing the fast-fashion model of disposable goods and thereby reducing waste over the long term.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

The article implies several indicators that could be used to measure progress:

• For SDG 5 Targets:

  • Growth in the women’s watch market: The quote, “Over the past few years, the women’s watch market has grown not just in sales but also in interest,” serves as a direct indicator of women’s increased economic participation in this sector (relevant to Target 5.5).
  • Proportion of women in influential industry roles: The mention of female founders like Brynn Wallner and J.J. Owens, as well as celebrity tastemakers like Rihanna and Taylor Swift, implies that tracking the number of women in such leadership and influential positions is a valid indicator of progress (relevant to Target 5.5).
  • Women’s ownership of investment-grade assets: The description of watches as a “personal investment” implies that an increase in women purchasing such high-value goods can be an indicator of greater control over economic resources (relevant to Target 5.a).

• For SDG 12 Target:

  • Consumer purchasing habits: The emphasis on buying a watch as a “sentimental investment” that you “wear for life and then pass down” suggests a shift in consumer mindset. An indicator could be the market share of durable, long-lasting goods versus disposable, trend-based items.

4. Table of SDGs, Targets, and Indicators

Source: marieclaire.com