Is Big Still Big? Understanding Watch Size Preferences Among Men

While we don’t want to repeat the cliché statement on how “size matters,” it does. The fashion industry should be aware that the watch industry pays close attention to size (and size generally means the diameter of a watch case). This is important for two reasons if you are interested in including watch in fashion, or designing a watch.

Images left to right: Omega, Patek Philippe

First, know that terms like “oversize” and “medium” should be completely avoided in favor of more precise statements on a case’s size in millimeters. Including this information will make you seem more horologically credible and present useful information to consumers when they are buying a watch.

Second, you need to know just how big (or small) to make a watch. A survey on the popular watch site aBlogtoRead.com among several hundred readers revealed that the majority of men (over 90%) prefer watches sized from 40mm to 44mm wide.

Images left to right: March LA.B, Bell & Ross

Traditionally men’s watches were smaller, and over the last 10 years we have seen many examples of super-sized watches. Watch pundits today might indicate that small sizes are again trendy, but this is only in comparison to watches over 45mm in width. Timepieces sized under 40mm wide start to alienate a large part of the buying demographic. While a 38 or 39mm wide watch might be an ideal size for some designs, sticking in the 40-44mm wide range is a wise bet.

By guest blogger: Ariel Adams

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.