We asked Lotty Alexander, Journalist and Brand Consultant for The Times, why Ladies should wear Gent's watches, and here is her response.
In my 29 years as a brand director and writer for some of the most prestigious men's watch houses never have I questioned why I always choose to wear a man's watch until recently, I was asked that very question…
Launching the very early collections of the iconic Swatch watches, I instantly chose the then generic sized larger scuba watch in neon purple and blue with a funky textured strap.
Why?
It was different, oversized, and screamed individuality. Swatch was the first foray into combining practical, affordable watches designed by artists, designers, and musicians such as Jean Michele Jarre and Vivienne Westwood from around the world.
Seven years of taking the role as brand director for IWC with its headline marketing slogan ‘We only make watches for men’ gave me my platform to instantly want to wear the large men's pilots watch. A subconscious decision as this is what I stood for as their ambassador; it shouted out equality to my colleagues in a then masculine-orientated world. A personal love of mechanical watches with a myriad of complications led to my now rather large collection, all of which are men's watches.
My Panerai Luminor Marina in steel with its inverted Cyclops is my everyday choice, understated, bold and very noticeable on my slim wrist. I don’t do diamonds, so my watch is my diluted statement of my rock chic style, this and my love of Dr Martins too.
I began researching why women chose to emulate a more masculine image, clearly a bold conscious statement that communicates equality. The mid to late 1980s saw a myriad of famous actresses, writers, and celebrities wearing trouser suits representing masculine, androgynous dressing and with this sporting larger-sized men's watches.
2015 IWC Portugeiser - Credit Watches of Lancashire
Dressing more formally as women typically means showing more flesh, wearing a dress or skirt with high heels, dressing like a man offered a sort of nonchalance and more comfortable attire to dash about town. In meetings, it also gave one equality, so naturally, wearing a man's watch is an extension to being taken seriously amongst one's peers.
For me, a man's watch is all of the above; however, it also demonstrates my wish to wear a performance-designed timepiece, often revering the history of the iconic brands rooted in the history of pilots watches, sea-faring nautical instruments, and military watches. No additional logos, branding, sub-dials, colored faces, or over complicated indices.
My IWC Portuguese in rose gold with a small second at 6’ 0 clock with white enamel dial and blued hands and Arabic dial is my dress watch; the case size of 40.6mm never fails to gain comments from both men and women. A true classic I’m happy to see their advertising is now shown featuring famous women and actresses wearing a larger size watch.
2015 IWC Portugeiser - Credit Watches of Lancashire
Recently I had my great grandfather's pocket watch tailored to be worn on a strap; its dinner-size proportions are fabulous, making a huge bold statement to large watches; perhaps soon we shan’t be subjected to the marketing of men's and ladies' sizes as its down to us to determine what we want to wear. Individuality and choice are our call, so go out, try them on, and be your own boss…
