The French luxury watch market is being dominated by these trends

Last year, Cartier’s Baignoire watch captured the spotlight as one of the most coveted luxury accessories on TikTok. This iconic 1912 design—reintroduced as the Baignoire in 1973 and relaunched in 2023—became a viral sensation, often paired with captions like, « The perfect dainty watch doesn’t exist… » only to prove otherwise. While many TikTok videos are undeniably crafted to chase virality, there’s a deeper story behind Baignoire's resurgence. It’s a testament to how heritage and modernity can seamlessly converge, shaping today’s luxury market. For countless consumers, watches aren’t just accessories—they’re powerful expressions of personal identity, blending exquisite craftsmanship with a connection to a rich legacy. Yet, as esteemed French maisons strive to keep their legacies relevant and captivating for today’s discerning audience, both their designs and brand narratives must navigate the ever-shifting tides of trends. « What we are witnessing is the continued rise of vintage and archival-inspired timepieces. The demand for rare, discontinued, and historically significant models remains strong, particularly in the secondary market, where collectors seek exclusive, unattainable pieces for their uniqueness, investment value and craftsmanship. We have seen increased client requests for vintage watches and  jewelry, particularly from Piaget, Cartier, and Bulgari, as buyers look for distinctive alternatives to mainstream offerings, » says Isabel Bazzani, Australian luxury buyer and personal shopper based in Paris. 

During the recent sixth edition of LVMH Watch Week in New York, Louis Vuitton captivated attention with two collections: the Tambour Taiko Spin Time and the Tambour Convergence. The Tambour Taiko Spin Time introduces six limited-edition models that elevate the 2007 concept to a new level of sophistication. Meanwhile, the Tambour Convergence reflects the pinnacle of the maison’s expertise in fine watchmaking, showcasing their continued innovation. The allure of vintage-inspired designs remains a powerful trend across the industry. Boucheron, for instance, unveiled an array of new Serpent Bohème pieces—a collection originally launched in 1968. This year’s additions include an elegant ankle chain in two distinct designs, two exquisite jewelry watches, and the Solarité bracelet, featuring the collection's signature drop shape in a mesmerizing repeating pattern. Dior, under the creative direction of Victoire de Castellane, continues to redefine its jewelry artistry. The Dior Milly Dentelle collection draws inspiration from Christian Dior’s beloved estate in Milly-la-Forêt, reinterpreting the delicate beauty of lace into stunning, intricate designs that further enrich the House’s jewelry repertoire : «The resurgence of vintage jewellery continues, particularly from Bulgari and Van Cleef & Arpels. We have seen growing client interest in Bulgari’s coin necklaces and bracelets, working closely with auction houses and vintage collectors to source these rare pieces. Art Deco styles are also making a comeback, with their geometric shapes and intricate detailing appealing to collectors. »

On the other hand, Bazzani reassures that sustainability continues to gain traction in the watch market, with brands integrating recycled materials and ethical production practices to meet growing consumer demand for responsible luxury. « Personalisation and gender-fluid designs are also shaping the market. Expect vibrant dials, striking colour palettes, and interchangeable elements catering to younger buyers prioritising individuality. Gender-neutral aesthetics are becoming more prevalent, with more female clients requesting traditionally masculine timepieces, prompting a shift towards versatile, unisex designs. Even though artificial intelligence is already having a major impact in industries such as healthcare, finance and manufacturing, it is not being left aside apart from the watch conversation. Brands are also leveraging AI for personalised designs, trend forecasting, and refining pricing strategies. AI-powered authentication is improving security, analysing materials, movements, and design details to combat counterfeiting. » Looking ahead to 2025, archival-inspired timepieces, sustainability, personalization, gender-fluid designs, and AI are expected to play a pivotal role in shaping the watch industry. And while prices in the luxury handbags category continue to rise, there’s a noticeable shift towards watches—a category that holds immense potential for the French companies.