Redefining the Dial: How Women Are Changing the Face of Fine Watches
For decades, fine watch collecting was an almost exclusively male pursuit — a quiet language of craftsmanship, heritage, and status worn on the wrist.
But times have changed.
Today, women are not only entering the conversation, they’re redefining it. Financial independence, cultural influence, and access to global markets have transformed how women buy, collect, and invest in fine timepieces.
At Indulge in Luxury, we’ve seen this shift firsthand. Demand among our female clientele has surged, particularly in the private and secondary sectors — where resale values for high-demand models have risen sharply. The result is a new kind of collector: confident, discerning, and building a legacy one acquisition at a time.
The Shift Is Happening
This evolution has been driven by more than taste — it’s about power and perspective.
Women now control more global capital than ever before, and with that comes a sharper focus on where value and meaning intersect.
Cultural influence, social media visibility, and the rise of female financial confidence have all contributed to a shift in the market. What was once a male-dominated world of mechanics and rarity is now an inclusive space celebrating style, legacy, and self-expression.
And crucially — women are collecting differently.
They’re purchasing with purpose, blending aesthetic sensibility with investment strategy. They’re choosing watches to celebrate milestones, mark achievements, and build heirloom collections designed to be passed down.
What Women Are Choosing
This new generation of female collectors isn’t just showing up — they’re leading. The requests we receive from clients reflect a balance of performance, personality, and enduring value.
More and more, female collectors are gravitating towards larger, more traditionally masculine silhouettes - moving beyond the petite, decorative styles once marketed to women. At 37mm and up — even up to 40mm dials — watches are becoming a form of wearable power. A high-impact timepiece is now as much a statement of confidence and success as it is a tool or accessory.
We’re seeing women choose watches that carry presence, weight, and resale value, with some clients viewing their timepieces as a “new heirloom” — an intentional investment to be worn now and passed down later.
Some of the most requested models from our female clients this year:
Cartier Baignoire with Diamonds
An icon of timeless femininity, now elevated with diamond detail. Clients are drawn to its sleek oval silhouette — elegant, restrained, and unmistakably Cartier. It’s the definition of quiet luxury.
Richard Mille RM 07-04 Automatic Sport
The perfect fusion of engineering and design. Lightweight, bold, and playful in colour, the RM 07-04 has become a favourite among women who appreciate sport-luxe style and cutting-edge craftsmanship in equal measure.
Audemars Piguet Royal Oak Frosted Yellow Gold 34mm
A piece that blurs the line between jewellery and horology. Its hand-hammered “frosted” finish glimmers like fine gold dust — a symbol of both strength and sophistication.
Audemars Piguet Royal Oak 37mm Diamond-Set Dial
Perhaps the most requested AP in recent months, this steel and diamond combination embodies modern refinement. It’s elegant enough for evening wear, yet durable for everyday use — and increasingly considered a modern heirloom.
Patek Philippe Nautilus 5711 (40mm)
Long considered a men’s watch, now regularly requested by women seeking gravitas and long-term appreciation.
Rolex Oyster Perpetual 36mm in Lilac and Turquoise
Colour-led collecting has become increasingly popular, with these pastel tones offering a fresh, youthful twist on the classic Rolex aesthetic.
Rolex Lady-Datejust
A perennial favourite, the Lady-Datejust is celebrated for its classic proportions, timeless silhouette, and refined presence. Its versatility makes it a go-to choice for women seeking a sophisticated everyday timepiece with enduring investment value.
Whether they’re drawn to technical precision, standout design, or the investment value behind the piece, today’s female collectors are setting their own tone — not following the market, but shaping it.
The Industry has Noticed.
Major maisons are adapting to this growing market of female collectors with smaller mechanical calibres, refined proportions, and more inclusion in marketing.
Brands like Audemars Piguet and Patek Philippe have introduced smaller automatic models with full mechanical integrity — not just quartz movements dressed in diamonds. The Audemars Piguet Mini Frosted 23mm in yellow, white, and rose gold, for example, speaks directly to women who want mechanical precision and artistry in a wearable size.
Even more interestingly, men are beginning to adopt these designs — proving that true luxury transcends gender.
While not every women’s model carries the same mechanical offerings as men’s, the landscape is changing. The focus on aesthetic refinement, diamond detailing, and unique materials continues to meet growing collector demand.
A New Investment Mindset
Historically, men bought watches as investments — symbols of success or milestones in business. Now, women are doing the same, but with a distinctly emotional approach.
Every acquisition holds a story: a career achievement, a new chapter, a gift to oneself.
And as resale values climb, these pieces are not just accessories — they’re assets.
The market shift has amplified this value further. Secondary platforms and private sourcing networks now give clients faster access to highly desirable models, bypassing boutique waitlists. The result? A more dynamic, diversified market — and one where women are increasingly leading high-value purchases.
Building Your Collection
For new collectors, it starts with alignment - understanding your lifestyle, your aesthetic, and what feels like you.
Start small, but start smart.
Choose between three categories:
An everyday icon — something versatile and elegant that blends seamlessly into daily wear while holding long-term value:
Audemars Piguet 37mm Diamond Dial
Audemars Piguet Salmon Pink Dial 34mm
Audemars Piguet Royal Oak Frosted 34mm in Yellow Gold
A statement piece — bold, confident, and seasonless, these watches are style declarations in their own right:
Richard Mille RM 07-04
Richard Mille RM 07-01 Black Ceramic
Richard Mille RM 07-01 Skeletonised
An heirloom investment — watches that mark milestones, carry emotional resonance, and are made to be passed down:
Cartier Baignoire
Cartier Tank Must de Cartier (in all sizes)
Cartier Santos — The original Pilot’s Watch, available in leather straps and full metal
And when it comes to heirlooms, Patek Philippe is seen as the ultimate goal by our clients — the endgame of serious watch collecting.
The most requested models include:
Patek Philippe Nautilus Ladies’ 7118/1R-010 (35.2mm) – Classic, clean, and powerfully feminine.
Patek Philippe Nautilus Ladies’ 7118/1300R-001 (35.2mm) – Set with 56 graduated baguette-cut spessartite gemstones; the embodiment of refined extravagance.
Patek Philippe Nautilus 7010G-013 (32mm) – Known as the “Sporty Elegance in Azure Blue,” this piece blends casual wearability with iconic prestige.
These watches don’t just hold value - they hold stories, status, and a sense of arrival. In every way, they’re a reflection of how women are approaching collecting: with confidence, clarity, and legacy in mind.
Final Thoughts
The gender shift is reshaping horology. Watches are no longer a man’s domain, women are changing the market, and the industry is finally catching up.
As a collector, I see this as a powerful evolution. As a curator, I’m proud to be part of it, sourcing exceptional timepieces that reflect not only status but identity.
If you're ready to start your own collection or elevate the one you have, I’d be honoured to guide you. From your first investment piece to rare collector models, we source with precision, discretion, and purpose.
Luxury, curated for you.
Sahar
Founder, Indulge in Luxury
