How the Pundits Got it Wrong: Watches Thrive as Fashion, Accessories
Insights from Industry Leaders
Key Trends
Men’s and Women’s Markets
Watches as Recognition
Watches Shown
For More Information
Just a few years ago in the IRR (incentive, rewards, and recognition) industry, catalog buyers hesitated about traditional watches amidst all the hype about smart watches. Now catalog buyers ignore them at their peril. The category thrives because it sits at the crossroads of fashion, function, and recognition.
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Citizen Watch America ’s Adrienne Forrest, Senior Vice President of Corporate Sales, credits younger consumers and women for driving the most growth. Director of Corporate Sales at Citizen Heather Chevreau highlights demand for “the gifting experience”—offering luxury events with multiply brands in everyone’s price range. Seiko’s Director of Special Markets Jeffrey Brenner underscores luxury’s resilience in recognition programs.
Explains Brenner: “The Apple watch is now a standard accessory; the wow has faded. This has allowed consumers to realize they need a traditional timepiece for casual daily wear or dressy events.” Forrest calls this “fauxstalgia”—Gen Z’s craving for a time in the past in which they did not live, where people were “less connected, and more meaningful interactions" accessories.
Fashion press echoes the phenomenon. Vogue Man’s Gordon Ng predicts 2025 as “a year of complication and clarity—balancing high-tech models with minimalist classics.”
Key Trends .jpeg)
Forrest identifies three themes at Citizen:
- Smaller dials and unisex sizing
- Bold colors and multiple purchases
- Classic revivals of timeless designs
Journalists confirm these shifts: smaller cases, vibrant colors, retro revivals, and authentic brands. FashionBeans’ Laura McCreddie-Doak says, “Smaller cases are dominating consumer interest, with 36–40mm now the sweet spot.” Chrono24’s Donato Emilio Andrioli adds, “Vibrant colors are everywhere—pastels, greens, bold hues—signaling a move away from neutral dials.”
Both Forrest and Chevreau stress that Millennials and Gen Z today buy multiple watches per year, and often buy the same watch in multiply colors, a practice Chevreau calls “wardrobing.” Forrest reports a 30–34% surge in women’s purchases at Citizen and Bulova, noting, “Watches are becoming jewelry for women.” Harper’s Bazaar Singapore agrees: “The line between watch and jewelry is blurring.”
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Brenner also notes: “Automatic/mechanical movements continue to be a strong selection, especially among a younger demographic… Luxury is still important in recognition and awards. It ensures loyalty and employee retention.”Men’s and Women’s Markets
While men still dominate sales at Citizen Watch America, women are closing the gap thanks to smaller dials and expanded design options. In the men's category, Forrest sees three buyer groups:
- Tech enthusiasts seeking complex Promaster models
- Young professionals buying affordable Citizen or Bulova pieces
- Affluent buyers opting for Frederique Constant or Alpina luxury
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Forrest sums up: “Watches are performing strongly; sales are up in incentive programs. The old refrain that no one wears watches anymore has faded. Watches align with the cultural shift toward authentic, meaningful, lasting rewards.” Adds Brenner, “Even with global challenges, luxury recognition is critical for retention and loyalty. Budgets may tighten elsewhere, but companies still invest in recognizing their best.”
Chevreau agrees: “Recipients want personalized choices, not forced pairs.” Vogue Business underscores this: “Brands that deliver both style and substance are resonating with recognition programs seeking meaningful, long-term rewards.”
Both Brenner and Forrest caution that “authenticity” must be more than a buzzword—it requires heritage and substance. For watches, this combination of style, symbolism, and credibility is precisely why the pundits got it wrong, they agree.
Watches Shown 
- Bulova Blue Tango Snorkel
- Seiko 5 Sports SKX Sports Style GMT Series
For More Information
Citizen Watch America
Heather Chevreau
Director, Corporate Sales
hchevreau@citizenwatchgroup.com
Seiko
Jeffrey Brenner
Director of Corporate Sales
jbrenner@seikousa.com
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