Why We're Calling Time On Smart Watches



“Alyce Tran, entrepreneuer and founder of In The Roundhouse, has never owned a smartwatch. Instead, she wears a gold Cartier Panthère, whether she’s busy on shoots or enjoying envy-inducing holidays.”

“I wear it every day,  in the shower, at the beach, in a dress, in activewear… it goes with everything because it’s essentially gold jewellery. Yes, it’s an investment but it’s  a classic.”

Alyce Tran

Tran is one of a growing number of women who are choosing to invest in classic watches. Sadly, not all of us are buying a Cartier, but ‘proper’ watches offer a welcome time out from  our always-on culture.

“As more of the world becomes digital, I think there’s great appeal in all things analogue, and classic watches have a lovely charm.”

Lucy Wood, stylist

Frédérique Constant $1,528

Cartier $11,100

Investment in traditional watches hasn’t come at the expense of smart watches; Australia has one of the highest per-capita spend in this category. The popularity of ‘proper’ watches is instead a reflection of Millennial and Gen Z’s appreciation of nostalgia and rising second-hand value.

Marron $189

March LaB $1,935

Start-ups like US-based Hodinkee and German Chrono24 are hoping to become the eBay for high-end pre-owned watches; with Millennials and Gen Z prioritising sustainability, they might just have the market to do so.

Cendré $209

Cendré $209

You don’t have to spend a fortune for a beautiful piece. Australian brand Cendré delivers vintage-inspired watches without the luxury price tag. Sure, they won’t match on quality but their pieces still feel special and timeless.

Meet The Women Making Thousands From Their Wardrobes



Read more about  the allure of analogue watches at PRIMER.

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