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Dazzling Time!
Extensive use of diamonds in the watch industry
By: Diamond World News Service
Jun 14 2013 5:53PM
Reference: 7894  

Diversity is all-important among Swiss jewellers too, as this was justly witnessed at the Basel World 2013 recently. While the watches were unveiled, this year confirms the innovation is out in force. Demand for bespoke creations hasn't waned; women want to wear jewellery that reflects who they are, and is theirs and theirs alone. Diamonds, sapphires, rubies and emeralds emblazon fine jewellery, while gold, palladium and platinum allow just as much creativity, at a more affordable price. Used sparingly and with imagination, they have no limits.Talking about the Indian markets, “For jewellers in India, both are areas of growth, fast growing segments which complement gold and in which they see the future. In the case of watch brands, having diamonds is a way to add value to our watches. The ladies demand for watches, even if smaller than men’s, is a fast growing category. In the case of TAG Heuer, which is originally a masculine brand, the recent success of some ladies watches, often with diamond, has been amazing. Most of the luxury watch brand follow the same passage as TAG Heuer: initially making timing instrument, with a precision coming from TAG Heuer involvement in sport, the mechanical aspect of the timepieces has appealed to men, then fathers, husband or brother play a role of advisor for women. Out of TAG Heuer's top five best-sellers in India for women, three are diamond set, and the best seller itself is a TAG Heuer formula 1 with diamonds on the dial. The fastest growing series, the Link Lady introduced in February this year, endorsed by Cameron Diaz, has a best seller watch with 47 diamonds on the bezel and 11 diamonds on the dial. Why this success? Among watches, TAG Heuer stands for strength and beauty: not mere elegance, but elegance with a strong presence. That’s why independent, working, young women turn to us and is not interested in watches which would be mere jewellery. The success stands here I think: the diamond also is the strongest material, while the purest and the most beautiful for many. The fit between the nature of diamond and TAG Heuer DNA is at the origin of the commercial success,” informs Frank Dardenne.

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