March 29, 2013
Remember how watches were going to become obsolete? Everybody was just going to use a cellphone to tell time.
Well, never mind.
Walk into any department store and it's stunning — so much real estate devoted to stylish fashion watches.
"Today, watches are part of the normal accessories you buy each season," says Cindy Livingston, president and CEO of the watch company Sequel AG. "Accessory first, time-teller second," she says.
"Watches now are a way of showcasing our personal style and attitude," says Nordstrom watch buyer Mary DePrez.
In fact, watch sales roared out of the most recent recession. Sales between 2009 and 2012 for watches $300 and under were up 55 percent between 2009 and 2012, sales figures tracked by LGI Networks show. Styles change and we want what's new!
Guided by watch industry experts, I went shopping for the latest trends geared to six different personalities — frugal personalities who didn't want to spend more than $200. (See the watches in the gallery above; click "captions" for information, or look below!)
Trend: Bling, all-over pattern
P.S.: This is Guess' best-seller, so popular that the Guess website sold out, replenishing with a rush order.
Details: Guess, $175, Fierce, Guess stores, Macy's, macys.com, guess.com
Trend: Color! Unisex: a men's watch that works for women too.
P.S.: Everyone's getting into the watch act now. This is from Jack Spade's first watch collection.
Details: Jack Spade, $98, Repp Stripe, jackspade.com
Time Nerd/Athlete/World Traveler
P.S.: I love this watch and wear it every day. Radio signals keep it accurate to the second. It tells you what time it is all over the globe; has a stopwatch and much more. No more wrecked watches from wearing them in the shower.
Details: Casio, $39.95, Wave Ceptor #3054, casio-usa.com
Trend: Vintage inspired; gold (rose or yellow)
P.S.: Big gold watches are hot among celebs (e.g. Kim Kardashian, Jennifer Aniston, Rihanna).
Details: Eve's Addiction, $36, Vintage Flair rose gold, evesaddiction.com
Trend: Retro with a twist
P.S.: Colorful interchangeable bands give this watch a modern feel.
Details: Timex, Vintage Field Army, $150; additional band, $20, jcrew.com
Trend: "Big, huge watches the size of a tennis ball," says Marshal Cohen, chief industry analyst with the NPD Group.
P.S.: These insanely big watches, some more than 2 inches across, will weigh down your arm.
Details: Diesel, $195, 10 Bar Chronograph, macys.com
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