Watchismo Times

"The wristwatch conquers new fans

With the sleeveless dresses of the Directoire and Empire styles, the bracelet became a blank canvas on which jewelers could express their creativity. Some were inspired to incorporate a timepiece, proving that women, not men, were the first to wear their watch on their wrist. However, not everyone welcomed this innovation. Certain of its detractors even claimed that such small and doubtless fragile mechanisms would inevitably be damaged by the movements of the wrist.

This by no means discouraged Omega, which proposed wristwatches for men and women as of 1905. The watch was seen from a new angle, as a fashion accessory. Women were encouraged to own several and adapt them to their outfit and activities. When, in 1914, the women’s magazine Femina ran a poll of its readers, 3,437 of the 4,350 respondents said they preferred the wristwatch. After the First World War, both men and women adopted the wristwatch for its modern, sporting or avant-garde image. All eyes focused on Rolex when in 1927 Mercedes Gleitze swam the Channel with a waterproof Oyster strapped to her wrist. After the Second World War, society discovered mass consumption and an emphasis on well-being as never before. Life was once again a social whirl and luxury reinstated. Piaget was one of the first to create watches in a jewelery spirit, followed by Jaeger-LeCoultre and Chopard."