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The modern businesswoman is the main customer for these new,feminine complications.No shrinking violet,she is active,successful,discerning-and doesn’t mind displaying these qualities on her wrist.”There’s still a lot of progress to be made,”says Simonian.”It’s still a man’s world.But now there’s a bit of showing off [on the part of women],like,’Hey look, Ihave something that Iappreciate,too.’”Like an Italian suit,a Frech vintage wine,or a German luxury sedan,a fine Swiss watch reveals an appreciation for the finer things in life,as well as an acknowledgment of the talent,ambition,hard work and savvy necessary to acquire them.”A watch shows the personality of its wearer,”Simonian states.”The woman who buys a watch like this expects it to be notices, expects men to ask her about it, Replica Zenith watches and today we can explain,say,’Ibought it myself.’It’s a good feeling.”But think not that this confluence of connoisseurship,acumen and pride in one’s success is an exclusively masculine domain.”I would never say,”Simonian clarifies,”‘We want to be like men,’or,’We want to be the same as men.’A woman is a woman and a man is a man. This is about a new way of being a woman.”And it is. It’s one that eschews traditional ideas of feminine weakness,naivete and timidity.
Women are also becoming serious collectors at a rapid pace.From her vantage point as co-owner of Westime Watches, Simonian sees more and more women buying winding boxes,many of them with more than one gear. Some of her female clients have up to ten watches-and they don’t think of them as just fashion pieces.In Simonian’s view, this focus on watches as collectible works of art,as opposed to mere accessories,is reflected by a move toward increased individuality in watch choice:”We’re moving away from wanting the pieces our friends have,we’re focusing more on what matches us as individuals.”
Faced with this surage of female demand,the watch market is undergoing some major changes of its own,albeit a bit more slowly;watches are,as Simonian points out,still overwhelmingly designed by men,”I compare it to a buying a car,”Simonian says.” Twenty years ago,when Igot married,a lot of women got married very young,and the husband would ask,’What car do you want?’and the wife would say,’Red.’Today we know which brand,which features,which tires we want.”That is no accident,but the result of a clientele that has grown to like the feeling of taking matters into its own well-manicured hands.”Today,”Simonian relates,”when Ishow a complicated watch to a women,it’s not about how it looks.They want to know how it works;’ Explain it to me,’they say.The comments we used to get about mechanical watches were,’It’s too busy,’but now women are more likely to say,’Is that handmade?’”Simonian has also done her part to educate the watch-buying public:”I love talking to people about the watches, because when I wear something, Iwant to be able to explain it. Wholesale Replica watches Understanding something and being able to explain it lead to a greater appreciation of the object.”An educated consumer who knows exactly what she wants may well be the strongest impetus for change in a market that prides itself on catering to discriminating connoisseurs.
Despite the obvious impotance of an educated clientele,there still exists a lack of resources available for female watch collectors.Simonian recalls an argument with a magazine publisher who was stuck in a time warp:”I said,’We want to know the news about other things besides spas, or lipstick, or how to cook a roast!’”Sexist stereotypes still persist;as Simonian says,”Right now the idea is still out there that women are not interested in mechanics or complications,so there’s nothing for women in that way.”What is missing,it seems,is a community of woman watch collectors who could share information among themselves about exciting new products or complications.The current system of relating information, though effective and personalized,is less advertising than ad hoc.”The way it works,”Simonian describes,”is a woman comes into our store looking for a watch,and we sit down with her and explain to her some of the history behind the pieces we have.”Educating a customer base one client at a time may seem a painfully slow way of going about the process, but Simonian is optimistic.”Twenty years ago,”she points out,”nobody knew anything about watches.We didn’t have any of the watch-centered magazines and other publications that we have today.Now we have to go through that process of education again,focusing on women.”
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