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Watches are the New Handbag

Watches are the New Handbag

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TAG Heuer - Carrera Watch Lady

Related News: The New TAG Heuer Sparkling Collections for Avant-garde Women

By Patricia S. PAO

CEO, Pao Principle, New York City
Sadly, we have bid farewell to the handbag as THE self-expressive accessory. And shoes, a worthy option, have always played second-fiddle. That being said, we are constantly searching for the next "it" item.

Key factors are that it must be:
1) universally worn (e.g. not size dependent),
2) easy to wear, be self-identifying (e.g. worn or carried by the user), and
3) outwardly and obviously visible to friends, family and, better yet, strangers.

Watches, have long been recognized by men to fit the above criteria. Now, we are finding the trend increasingly being adopted by women. Tag Heuer, launched its women's division less than two years ago and is finding it to be their fastest growing category. As a result, they are embarking on an aggressive strategy to promote watch-wardrobing to their female customers.

Interestingly, it's a new kind of watch, which is making the biggest splash. Eschewing the typical ladies watch, women are opting to wear men's watches, preferring the larger face, and bolder styling and detailing.

Personally, I have always been a big fan of wearing men's watches as I find women's watches to be a little "sissy." I predict we will see an increasing number of entrants into this category. The question is, can manufacturers keep up with growing demand? There is a shortage of skilled watch makers and already high-end manufacturers such as Rolex are reporting difficulties in supplying forecasted demand.


About Patricia S. PAO

Patti is a retail specialty turnaround expert, a graduate of the Harvard Business School, with 20 years of experience in the luxury goods, beauty, and retail industries.  She specializes in helping companies solve "burning platform" issues by quickly creating and implementing an action plan to put the business back on track or position it for the next level of growth. 

Patti's expertise spans consumer packaged goods (Clorox), luxury goods (Natori), beauty (Guerlain, Elizabeth Arden, Peter Thomas Roth Labs LLC, Garden Botanica, Purlisse), and retail (David's Bridal, After Hours, Priscilla of Boston, Waterworks).


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