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Pursuits
Businessweek

Five Female Watch Collectors Weigh In on What They Want

Attention, watchmakers: It doesn’t have to be bling, bling, bling all the time.

The connoisseurs (from left): Jane Chon, Taylor Wos, Lung Lung Thun, Beth Jonas, and Virginia Simmons.

The connoisseurs (from left): Jane Chon, Taylor Wos, Lung Lung Thun, Beth Jonas, and Virginia Simmons.

Courtesy subjects.

If you were to do a quick recap of ladies’ watches introduced during the past two decades, you might conclude that women prefer flowers, hearts, mother-of-pearl dials, and diamond accents over timepieces with horological cachet. “I think one of the tragedies that has befallen women’s watch design over the last 15, 20 years is the prevailing thought process that in order to make it ‘women’s,’ you either had to add diamonds and/or it had to be a feminine color,” says Washington-area collector Taylor Wos. “That becomes very limiting. It should be possible to embellish a ladies’ watch in a way that is more elegant, more subtle, more thoughtful, and more design-oriented.”

Indeed, it sometimes seems as if watch brands don’t understand female collectors, but these five women are happy to shed some light on the subject. They’ve done their research, and they know what they want—which is primarily so-called men’s watches. Only maybe a little smaller. …