The watch has always been a symbol of elegance and functionality, but in recent years, the interest of fashion brands in the watchmaking industry has sparked a heated debate: is a watch produced by a fashion house a true timepiece or just a stylistic accessory?
Fashion and watchmaking: a meeting of style or a clash of traditions?
The entry of fashion brands into watchmaking has aroused curiosity and skepticism. On the one hand, brands like Gucci, Chanel, and Louis Vuitton have brought freshness and innovation, combining aesthetics and craftsmanship.
For example, Chanel has managed to establish itself with collections like the J12, which combine cutting-edge design and high-quality materials such as high-tech ceramic. Gucci has focused on watches with bold details, designed to complete contemporary and luxury outfits, while Louis Vuitton has explored the field with models that boast a mix of aesthetics and technical functionality.
On the other hand, mechanical watch enthusiasts often consider these products inferior to the masterpieces of traditional watchmaking houses such as Patek Philippe, Audemars Piguet, Rolex or Cartier.
However, some fashion houses are trying to bridge the gap by collaborating with watchmaking experts to integrate high-quality movements into their models. It’s no longer just about quartz movements: some collections include automatic movements produced in Switzerland or partnerships with long-standing manufactures.
The trend towards the high end: a new challenge for fashion brands
Fashion brands are progressively adopting a more sophisticated approach, focusing on watches that can compete with those of historic houses. Precious materials such as gold, titanium, and the latest generation of ceramics, combined with complex mechanical movements, are increasingly common in high-end collections.
The future of watches signed by luxury brands
Fashion brands that approach watchmaking expand the options available on the market, offering products that oscillate between captivating design and practical functionality. Although they do not always reach the levels of excellence of historic houses, they are taking significant steps towards the high end, bridging the gap between fashion and watchmaking tradition. This dualism between fashion and watchmaking will continue to stimulate debate, leaving consumers free to choose how to express their style through time.