When The Time Sparkles....

Watches are no longer just for telling the time. It has rather attained a very special place in the list of luxurious accesories. It is more so true when it comes to diamond studded watches. It has become a must for a woman to complete her list of most adored acessories. Flashy, blingy, style statement and all about luxury, Kunjal Karaniya explores the latest trends, market scenario and future for diamond-studded watches!

Mechanical watches are upbeat in the current scenario. People have become much more conscious and responsible in their buying behaviour. Non battery watches that is the mechanical watches are more in vogue and people have become even more aware about the complexities with which each timepieces are being created. There is a lot of hard work that goes into the detailing with which each time piece is being created. People who like watches and are ardent luxury buyers would prefer purely mechanical watches as it is the prime feature when you buy a luxury watch.The trend in industry is based on the buying behaviour of the consumer which is mostly rose gold, gold watches, limited edition.

The market also vouches for consumer specialised watches like divers which is also known as water proof watch. ORIS have some of the best creation in divers like Aquis Depth Guage and Col Moschin Limited Edition, Tubbataha, etc., informs Sanjay Mishra, Indian General Manager, Oris. Consumers have been inundated with oversized watches, anniversary models, limited editions, diamond-encrusted bling, and watches with mother of pearl dials. For example, the party loving ladies who prefer minimalistic jewellery would opt for a watch with a big dial embellished with gold or diamond studs rather than going for flashy and gaudy ornaments. When it comes to a young business/corporate person he/she will go for a watch with a comparatively smaller dial, giving it a subtle yet trendy look. There are occasions where consumers prefer more of a luxe piece where it looks like less of a watch and more of an accessory.

Versace which possess a distinctive Italian style, it’s timepieces are an embodiment of international glamour and on the other hand Salvatore Ferragamo with its unique craftsmanship evokes the iconic stature of Salvatore Ferragamo’s groundbreaking designs, these two have ultimately been a trend setter in the watch industry, shares Vinit Kapahi, Head Marketing, Timex Group. According to Ricardo Guadalupe, CEO, Hublot, “The big Size, bold looks, mix of materials, colours, various prints and theme oriented watches are the trends in watch Industry. Slowly and gradually, watches are moving on in an area where just “telling time” is not important.”

But this is all about the general watches, lets narrow down to the trends seen in diamond-studded watches.

Watch Industry and especially Hublot is moving up in value chain at a rapid pace. As watches form an essential part of jewellery and therefore by extension the overall personality, even watches need to keep up the trend and sometimes have to be ahead of it to define one. Ricardo Guadalupe adds, “Besides, diamond/precious stones jewelled watches have been an important part of our overall offering to our patrons across the world. So to deliver the high quality, not only the stones have to be of top quality (size, clarity, colour) but also the setting has to be virtually admired by top craftsmen. Like the one in the 1 Million Bang watch from Hublot, the setting has been invisible. Definitely 1 Million Bang is the best diamond studded watch from Hublot. ”

ORIS Atelier Skeleton is the best diamond studded watch from Oris. Watch makers create diamond-studded watches as women have inclination towards bling accessories. Conventionally, women have been little inclined to buy the kind of mechanically complex, multi-functional pieces on which Swiss manufacturers have built their reputation for precision - this kind of engineering needs space and results in the big dials which women tend to shun for battery-powered, unobtrusive styles. Women look for designs that are class apart, of course diamond adds the gliteratti element hence Swiss watch makers are into making of jewellery watches.

But, the trend is changing. A trend for bulkier watches, and a boom in jewellery sales have lifted levels of interest, explains Sanjay Mishra. Diamond studded watches are crafted in accordance with the latest trend that suits the desired specification of the clients. Its shimmering looks capture the attention of all. Its distinguished features like superb finish, with fine and acute cuts and clarity gives it a lustrous and sophisticated appeal, says Vinit Kapahi. Gancino Sparkling, Grande Maison & Minuetto are the best diamond studded watches from Salvatore Ferragamo.

Diamonds are the preferred embellishment on the watches by both men and women alike. It may not be the case in India so much, but you go to Arab countries or Russia or even Japan, men appreciate diamonds on their watches like there is no tomorrow. Diamond studded watches are preferred by women, who wants to present the elegant yet a powerful side of their personality. Stately and high on ‘to follow’ list from across the world and men, who love the feel of little jewellery on their wrists, those who believe that diamonds can be man’s best friends also, according to Ricardo Guadalupe.

Diamond studded watches are well to do due to the demand amongst female consumers however we have limited pieces in diamond studded watches. One of them which is in great demand and we have sold around 50 pieces of the watch last year is ORIS artellier Skeleton. So it is the women who are the primary buyer of diamond studded watches. In men’s watches there are very limited collection where may be the crown or the hands may have one or two diamond consisting in it. It is mostly preferred by women as it makes a fine jewellery watch that enhances the look on your wrist, shares Sanjay Mishra.

Sharing his views on the target consumers, Vinit Kapahi says, “The majority of them have to be the young working women. Women pay attention to details more than men do. Also the diamond watches are a hit amongst the future brides and grooms who love to experiment with their style quotient, young corporate crowd who loves to splurge and look their best for their after party hours and the HNI families and the elite class. Since the spending power has increased immensely, consumers don’t shy away from adding a big expensive piece to their collection. As per the copyright study, on an average one person tends to own five watches, the reason being that it has become more of a statement piece and an accessory to spice up one’s whole look. It is preferred both by men and women. But the preference for it remains more with the ladies, as it is said diamonds are a girl’s best friend.”

Coming to the benefits of the diamond-studded watches, Ricardo Guadalupe says, “Higher value realisation and you are reaching out to those people who become your ambassadors of the brand and people look up to them. So it works both ways.” The market for diamond studded watch is on a rise. They are widely demanded in the global market for their shape, design, glitter and sparkle. All these watches do not lose their shine and polish even after regular usage. And of course it is a statement quo, so the liking for these watches never fades away, says Vinit Kapahi. Creating diamond studded watches is a value addition that we offer to the customer. It enhances the variety and the look of the collection. But being a Swiss watch brand we offer watches that are made with complex mechanism and making each watch not only worth the spend but also is an amazing add on to the collection, says Sanjay Mishra.

Highlighting the challenges faces, “Getting quality diamonds that offer consistent high quality and size is often the first challenge. Then we always set very high standard in quality of settings, so getting the right craftsman is often the second challenge,” notes Ricardo Guadalupe. According to Sanjay Mishra, “With diamond studded watches it is primarily the look of the watch that creates an aura of sophistication for the time pieces. With the usage of gem stone in watches the probability of implementing technological advancement in it becomes restricted.”

India is the fourth largest diamond importer in the world and one of the largest diamond markets in the world after U.S and China. Powered by strong demand, the diamond watch market is developing rapidly across both Indian and international scenario. “The number of watch outlets are soaring, and a growing number of consumers are adopting the Western practice of giving away gifts made of diamonds, to celebrate engagements, weddings and anniversaries. Many consumers have started to view diamonds as an investment. Watches have become more of a statement piece and thus it is gaining popularity widely,“ explains Vinit Kapahi.

The market for diamond studded watches in India is slowly pacing up among Indian consumers. The popularity of the trend is increasing and since watches are also becoming a part of Indian woman's closet. With beautiful designs and innovation in the timepieces we can slowly see the demand of the watches shooting upwards, says Sanjay Mishra. When it comes to India, its primarily women who are loving the diamond watches and in India, almost 90 per cent of our women offerings are with diamonds or precious/semiprecious stones, says Ricardo Guadalupe. The future is shining like a diamond and on the wrist, and that’s what we believe in and are geared up for. As diamonds get more and more entrenched in every part of lifestyle, be it jewellery or be it the part of the overall personality, we are confident that all that glitters on the wrist is watches with diamonds.