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How Influencers Are Reshaping the Watch Industry
Meet Kristian Haagen, self-described “middle-aged watch collector” and author of eight watch books, a man with 156,000 followers keen to know his latest watch-related thoughts. “I came late to being an influencer and, really, being one wasn’t anything I thought I should be proud of. My privilege is that I get to talk only about watches, which is a very niche product”. In fact, it is all a bit odd, he says: “You buy a watch and talk about it, and other people buy the same watch. That’s strange.”
Haagen may find the whole thing amusing and bemusing but the rising relevance of social media and, more specifically, its particular enthusiasts for different subjects – the so-called influencers of Facebook, YouTube, Instagram, and TikTok (each platform seemingly replacing the former) – is challenging the way marketing is done across many lifestyle-oriented industries. While that might sound like it has little or nothing to do with watches, the evidence suggests otherwise.
“In fact, Instagram has changed everything about the way watches are marketed,” Haagen contends. “If the cool gang on social media says a watch has to be 34mm, or whatever, that’s the way the market moves. And I’m influenced by that as well. Suddenly I feel uncool in a larger watch.”
Impressive Reach
Daniel Wellington is an oft-cited test case in the role of influencers in the watch world: the company’s founder Filip Tysander built his entire brand off the back of Instagram when it launched in 2010 – reaching out to multiple influencers, before they were even called such, and offering them free products and trackable promo codes to share, then repurposing their content in his brand’s advertising campaigns. Within three years, he was selling US$228m of watches.
Sure, with its relatively cheap production costs, Daniel Wellington could afford to give watches away. But it was some kind of lesson learned. Small wonder that much bigger brands the likes of TAG Heuer, Hublot, Audemars Piguet and IWC now, years later, collaborate with influencers on TikTok, with IWC being the first luxury watch brand to host a live stream event on the channel last year.
Certainly, the reach of influencers – notably those with the leverage of genuine subject knowledge and a personal rapport with engaged followers – can impress. When Robert-Jan Broer, founder of Fratello Watches, created the hashtag ‘speedytuesday’ on Facebook back in 2012, in celebration of Omega’s Speedmaster, it would go on to spawn an entire movement of fans, as well as events held around the globe and two limited-edition watches, one of which was produced in 2,012 units and sold out in four hours. The hashtag has since been used on Instagram more than 400,000 times. Its impact is still felt today, arguably.
Conservative Resistance
“It really took off like crazy,” says Broer. “But, importantly, it was all very genuine, just a community of like-minded Speedmaster enthusiasts and an idea that ran away with itself. Of course, Fratello was approached by other reputable brands after to do the same thing but [the proposals] felt made up and didn’t make sense to me, whereas I’ve collected Speedmasters for 20 years.”
And yet, for many at the higher end of the watch business – especially maybe those self-consciously positioning themselves as makers of ‘luxury products’ – there would appear to remain a deeply embedded reluctance to dip more than a toe into the influencer world. That may simply be down them being, as Haagen puts it, part of “the most conservative business in the world, selling a product that nobody needs.”
But Juerg Hostettler, influencer and founder of Brandfluence, a brand agency that has worked with the likes of Fortis, as well as Sony and Mercedes, is nonetheless surprised by just how little watch content there is put out by influencers, at least relative to other subjects. Some brands, he reckons, are still comfortable targeting an older demographic and see no reason to get into bed with influencers. Others he wonders “perhaps just don’t understand [the influencer world] yet. That encourages them to think they don’t need it.”
Fast Food Not Fine Dining
That reluctance may stem from a mismatch between what many watch brands deem to be central to their public image – their savoir-faire, their history, their complex micro-mechanics, all of which might require longer and deeper forms of media to cover well, and which the earlier watch blogs and forums did so well, sometimes to a scholarly extent; and what the dominant social media thrives on – lower-quality content, but snappier, instant-impact, quickly replaced, shareable and above all accessible coverage with an exponentially larger reach. Fast food as opposed to fine-dining, maybe.
“It’s why what [watch influencers] thrive on is a love of shape, not of complications,” argues Haagen. “One reason Cartier is doing so well now is that its products are all about shapes. It’s that simple.” Of course, as Haagen himself notes, that is only one reason so those of you who might be foaming at the mouth, given the overwhelming preference for round watches noted by, well everyone, should consider a muscle relaxant at this point.
Moving on, the nature of social media is maybe also why, given the algorithms at work, it skews towards the same kind of watch content. Even the same kind of watches, suggesting a trend – for steel sports watches, for example – or a spike in the desirability of a certain model has come up organically when actually it has been generated through data mining.
Desensitised and Devalued
“There’s a huge issue here. While influencers have been good for building communities around what are, after all, a very specialist interest I think [the influencer ecosystem] has driven demand for certain models,” argues Justin Hast, Youtuber, regular IWC collaborator and publisher of ‘The Watch Annual’. “This distorts our view of a watch – you see one everywhere on social media, a (Patek Philippe) Nautilus, for example, but how often do you actually see anyone wearing one (in real life)? I think we become desensitised to models we see too much, which devalues them in some way I think”.
But there is also a tonal disparity: high-end watch brands are, on the whole, sober and often somewhat pompous. Instagram, and especially the new frontier of TikTok, often takes a more irreverent, humorous, playful, ironic and sometimes anarchic point of view. Check out the Horological Dictionary, for example; one recent, and relatively tame, post on Jaeger-LeCoultre introduces it as “a rare and exciting glimpse into the world’s most respected and least pronounceable watchmaker.”
Collectors will sneer at this, noting that Jaeger-LeCoultre is just as difficult to know how to pronounce as A. Lange & Söhne, Ulysse Nardin, or Vacheron Constantin. Or how about Bvlgari, which insists on this specific spelling? Even Tissot and Hublot, with two-syllable names, can be challenging for the English-speaking world, and we have not even addressed how watch brand names are presented in Chinese. On that note about Hublot though…
“The influencer world is the Wild West,
and the train going there has already departed”
Losing Control
Some social media accounts allow you to see a twenty-something flipping watches in a train station carpark or horological savant Nico Vanderhost’s latest entertaining takedown of celebrity watch collections. And this kind of thing reaches millions. But that loss of control of the narrative is something a deeply conservative industry has, to date, rarely been at ease with.
“The problem is that [many of the top brands] are stuck in this idea of a very polished, perfect world,” says Maxime Couturier, co-founder of brand marketing agency Apresdemain. It has worked with the likes of the Fondation Haute Horlogerie and Girard-Perregaux, and last year launched ‘Heist Out’, an underground, dissident watch magazine. “(Influencers) can be an amazing tool to grow interest in watches, and to connect collectors, but (the industry) needs to get beyond its image as always being an expensive-looking guy in a Patek. It needs to break those long-established codes, as the fashion industry has managed to do”.
“What [many major watch industry brands] think [is happening] doesn’t correspond to what’s actually happening online,” adds his business partner Lorenzo Maillard. “They have this idea that if you put a watch next to a tracksuit then viewers won’t get that their product is 100 percent luxury anymore. It’s crazy to me how brands have constrained themselves. It’s not as though consumers are asking for this exclusivity, this luxury lifestyle image.”
Breaking Free
Some, perhaps, are taking the hint. Cartier’s own Instagram account, which it launched in 2022, for example, has a decidedly less polished feel relative to its normally high-gloss marketing. It affords Cartier a different kind of cool – more Tiong Bahru, less Orchard Road.
Certainly, while social media has had a powerful impact on the way second-hand watches are bought and sold, on the fostering of the vintage market, and of meet-ups by watch-loving community groups, arguably it is influencers who will have the greater impact in changing how watches are perceived, and, some say, for the better.
Influencers argue, as they might, that breaking free of these constraints can only be a good thing for the watch industry, ripping watch appreciation out of the confines of haughty sales staff, beige boutiques and manufactured exclusivity, and making it much more diverse, more everyday, more fun and much more appealing to demographics the industry has been tardy to embrace: younger, fashion-conscious people, and women, such as those focused on by Instagram influencer Brynn Waller under the name of Dimepiece. This is precisely the demographic more likely to follow influencers of course.
“I do think that maybe the whole influencer
thing has gone too far – Don Cochrane, Vertex”
Beyond The Old Boys Club
“What’s really shifting, importantly, as a result of influencers is that [an interest in watches] is becoming more open as a hobby – it’s not just an old boys network talking about luxury Swiss watches,” argues Lydia Winters, who only discovered her passion for watches five years ago and now shares her watch photography with her many Instagram followers and ‘This Watch Life’ podcast. She argues that influencers especially have become a gateway to watches for a younger audience that – depending on the study you read – is in serious danger of losing all interest in watches.
“There are some people who still get excited about the more traditional technical aspects [of a watch]. But there are more and more influencers now reaching out to the even younger TikTok generation and saying, for example, that a watch can be Quartz, and that that’s ok,” she adds. “They’re reaching out with an enthusiasm for watch design, or with stories about why they chose the watch they have. With an industry that has been far too serious for too long, they’re making watches joyful and whimsical again”.
While that might sound shockingly naïve, it is still informative and speaks to certain undeniable truths, although perhaps not the ones openly stated there. After all, influencers have proven key to the profile of independent watchmakers and the watch micro brands sector – those without the budgets to buy pages in glossy magazines, or to sign a contract with a Hollywood star, but often with the kind of visually arresting or unusual products for which the likes of Instagram is ideal. “I don’t think the whole micro-brand thing would have happened without them providing the necessary exposure,” says Lewis Heath, founder of AnOrdain and Paulin.
Independence is Power
So, are the more mainstream brands just moving too slowly? Some 15 years ago, digital watch platforms were shunned; now some are brands in their own right, and watch brands are keen on collaborating. But there remains a troubling sense… Yes, the more rough-and-tumble, quick-change world of social media and its influencers is a train that the watch brands need to board but it also has a destination they are not sure about. It may be reading between the lines, but of five major names in watches approached for comment about their attitude to influencers for this article, five found reasons not to comment.
Perhaps they are right to keep their cards close to their chest. As it is often described, the world of influencers is a ‘Wild West’ right now. And that influencer train? It may have already departed. Yes, influencers have arguably pushed brands to new levels of accountability for the quality of their products. They can act as an independent press, ridiculing your new watch while print media – dependent on advertising spent – reliably toe the line; this is not to say influencers of the sort cited here cannot be bought, but the watch collector with a sizeable following often cannot. “The collector community can be visceral and will come down on a brand very heavily if it thinks it’s doing something wrong,” as Hast notes. That is not something luxury brands are used to – even the old frontier of the collectors’ forum did not have the same reach. Its influence was limited, in other words.
On the other hand, as Broer notes, the influencer ecosystem, and its appeal to watch brands, seems to be bifurcating between influencers who are, as he puts it, “watch people, who have an emotional connection to the products”, and the growing army of “professional influencers” who are ready to push any product, watches included, often without revealing the deal that lies behind their enthusiasm; the ones, as Hast jokes, who seem to spend a lot of their time with their tops off standing by swimming pools.
Inconclusive Results
“There are those watch enthusiasts, but most influencers seem willing to [promote] just about anything. I stopped looking at social media about three years ago because I was getting too annoyed at all the things that weren’t accurate or were just made up,” says Paulin’s Heath, who is not yet convinced that influencers have much real commercial affect, not least because he suspects nowhere near as many people with the disposable income to buy a good watch are on social media as regularly as is often suggested.
“We had a lot of people on Instagram talking about how great our watches were and that didn’t seem to actually sell anything. Then we got a product review [on an online magazine] and sold 20 that weekend,” he notes.
If once influencers proposed a fresh alternative to traditional advertising and sponsorship, with its unabashed but dated kind of self-promotion, influencers already can look similarly tainted. This means both those who take the money and, unfortunately, those that do not. Clearly, regular users of unregulated social media are increasingly savvy to the financial dynamic that underpins many influencers’ relationships with watch companies: that they are paid, one way or another, to post positive comments or reviews.
Hardening Doubts
Kristian Haagen concedes that he has at times been pressured by watch brands, which shall remain nameless, to make changes to his posts or to push some aspect they were more keen to promote. His honest response? “I’m a softy on that,” he laughs. “There have been heated moments but I’d rather we all stayed good friends. Maybe they think I did something wrong? So I’ll change it. We have to remember here that we’re just talking about watches, not saving the world. And I think that the public isn’t stupid, thankfully – people know that influencers are another marketing channel and we shouldn’t forget that.”
Indeed, that is the way Don Cochrane, founder of Vertex, tends to think about it. As a small brand, it has a small marketing budget. He does not court influencers but, on rare occasions, he has given away a watch and, he says, it feels much the same as buying an ad in a publication.
“But I do think that maybe the whole influencer thing has already gone too far,” he says. “It’s reached saturation point, so it’s hard to get above all the chatter,” he says. “If we were to use an influencer it would be hard to know who that person would be, because it’s about finding people with real traction with their audience, and for us that may not be as simple as connoisseur watch collectors. I think my doubts about influencers will only harden.”
Finding The Right Fit
“There’s already a weariness about the relationship between brand and influencers setting in. My kids, 14 and 18, are very much fed up with posts that have obviously been paid for and don’t seem a good fit,” agrees Hostettler. “Social media and many influencers on it remain a great way to research watches or to find out more about one you might already be thinking about buying. But for me it’s not a good place from which to take recommendations, especially those you haven’t asked for. That’s rightly causing suspicion”.
That means that those watch brands now warming to the idea of tapping influencers need to tread carefully. Justin Hast puts up a spirited defence of the right kind of relationship, one with that ‘good fit’. “Of course, the right collaboration between a big brand and an enthusiast who loves the brand, with whom it’s had a long relationship and whom the audience trusts makes perfect commercial sense,” he says, “just as to simply chase an influencer because they have big numbers doesn’t.”
“What I think we’re actually seeing now is a big shake-up, a shift away from platforms that haven’t honoured their audience with truly passionate and authoritative content,” he adds. “The influencers that resonate are those that bring people into the conversation. That can only be a good thing for both sides.”
This article first appeared in WOW’s Legacy Issue #75
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from LUXUO
Sunday, January 26, 2025
Augustin de Buffévent on the Design Philosophy of Fauré Le Page
Fauré Le Page Opens in Malaysia
To mark the opening of Fauré Le Page’s first boutique in Suria KLCC, Malaysia, creative director Augustin de Buffévent delves into the brand’s rich legacy, design philosophy, and the art of seduction that lies at its heart.
Congratulations on the opening of Fauré Le Page’s first boutique in Kuala Lumpur! What inspired the decision to bring the brand to the Malaysian market?
It felt like a natural choice. Everything starts with passion, and I absolutely adore Kuala Lumpur. The city is a beautiful cultural melting pot, brimming with inspiration. I’ve been here before and fell in love with its energy — and of course, the food! It’s some of the best in the world.
Our brand motto, Armes pour Séduire (Armed for Seduction), embodies the idea that love is a battle. In a multicultural city like Kuala Lumpur, this philosophy resonates deeply. Moreover, Malaysians are known for their sophisticated tastes, which align perfectly with our brand values.
What’s the story behind Fauré Le Page’s unique design aesthetic?
Every luxury brand has its own story, but ours is truly exceptional. Fauré Le Page started as a luxury gunsmith, crafting weapons for aristocrats, kings, and emperors across Europe. Marie Antoinette herself was a client, as she was an avid hunter.
In addition to weapons, the brand created leather goods to carry them — lightweight, durable bags for ammunition and personal items. Over time, we chose to leave weapon-making behind and focus solely on bags, reimagining them as “weapons of seduction.”
Our iconic scale motif reflects this heritage. It resembles armour, symbolising strength, protection, and allure. Every detail — such as shoulder straps inspired by military uniforms or clasps resembling revolver barrels — pays homage to our history while adding a fashionable, modern twist.
Looking back at the brand’s legacy, is there a story that holds special meaning for you?
There are so many! However, one of the most striking is Fauré Le Page’s role in the French Revolution. The Le Page family supplied weapons to the revolutionaries — a pivotal moment in history. It’s incredible to feel connected to such a significant event, especially as the French Revolution led to the Declaration of the Rights of Man and Citizens. To have been part of this epic chapter in history is deeply meaningful.
What’s your approach to designing and launching Fauré Le Page items?
We don’t follow the fast pace of fashion. As a small, exclusive maison, we take our time to perfect each product. Every item undergoes rigorous durability tests. For example, our canvas printing process requires precise levels of humidity and pressure — it’s almost like an art form.
We launch products when they’re ready, not according to seasonal schedules. This reflects our philosophy: love takes time. Each piece is crafted with care and exclusivity, making it more than just an item. And of course, the art of seduction always involves an element of surprise.
How would you describe the new boutique?
Our boutique is designed to feel like a home — an inviting, intimate space that reflects the values of our family business. We worked with Jean Gatineau, a talented French architect, to create an atmosphere that combines the charm of a Parisian apartment with playful, unexpected touches.
For instance, there’s a daisy-shaped table where customers can “test their love.” This isn’t just a shopping space; it’s an experience that invites you to immerse yourself in our world of history, craftsmanship, and romance.
This article was first seen on Elle Malaysia and translated from Bahasa Malaysia to English.
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Chaos or Triumph? The High-Stakes Countdown to LA’s 2028 Olympic Games
The latest wildfires destroying the city have sparked a complicated discussion concerning Los Angeles’ readiness to host the 2028 Olympic Games. Although key sites that will be used for the Olympics have so far been unaffected, the fires’ close proximity has raised worries amongst locals and officials alike.
As fires tore through the Pacific Palisades, the Riviera Country Club — which was to host the Olympic golf competition — barely avoided destruction. Despite this near-miss, most of the more than 80 Olympic sites are still outside of high-risk fire zones. Given that the Olympics are held in July when the Santa Ana winds that worsen wildfire conditions are generally absent, historical evidence indicates that the chances of such catastrophes occurring during the Games are minimal.
The present problem, however, highlights the more general difficulties of holding a major event in an area that is becoming more vulnerable to natural disasters. A professor of sport and geopolitical economy at Skema Business School in Paris, Simon Chadwick highlighted the seriousness of the situation, saying, “The situation is grave, and given the prospect of significant climate change, you do have to wonder whether the current situation might be repeated, possibly even during the Games.” He further questioned if a mega-event like this could be insured under these conditions.
Political Football
Governor Gavin Newsom is launching “LA 2.0,” a plan to rebuild and reimagine Los Angeles ahead of hosting the World Cup, Super Bowl, and Olympics.
— Shea Jordan Smith (@shea_jordan) January 12, 2025
Speaking with Meet the Press, he called it a chance to showcase LA’s pride while transforming the city after devastating wildfires. pic.twitter.com/EqMTkFmXTz
California Governor Gavin Newsom has reiterated the state’s commitment to hosting the Olympics in the face of the escalating tragedy, telling NBC Today show that planning for the 2028 Olympics and the 2026 Fifa World Cup — where eight matches take place in Los Angeles — was on track.
The 2027 Super Bowl and the 2026 FIFA World Cup are two events he sees as chances to highlight the community’s resiliency and solidarity. Newsom said, “My humble position, and it’s not just being naively optimistic, (is) that only reinforces the imperative (of) moving quickly, doing it in the spirit of collaboration and cooperation.”
Notwithstanding these guarantees, many contend that the city’s present problems point to structural issues that might make it more difficult to host the Olympics effectively. According to Eric Sheehan of the NOlympics LA — a coalition against the Games — the fires show that Los Angeles cannot provide for its citizens and handle the expectations of the biggest athletic event in the world.
Conservative commentators have quickly called for Los Angeles to lose its hosting rights for the Olympics. Right-wing figure Charlie Kirk took to X, stating, “The Los Angeles Olympics should be called off.”
He added, “If you can’t maintain basic infrastructure like fire hydrants, you’re not fit to host the Olympics. Move the Games to cities like Dallas or Miami, where athletes can compete in a place capable of safely managing and delivering such an event.”
Financial factors are also very important. About USD 7 billion of the Games’ budget is privately funded, but taxpayers would probably foot the tab if there were any overruns. The recent wildfires have put additional strain on resources and may make Olympic financial preparation much more difficult.
Critics argue that hosting the Olympics will exacerbate Los Angeles’ already dire housing crisis. As the city scrambles to prepare for the Games, concerns over gentrification, mass displacement, and prioritising Olympic-related infrastructure over affordable housing have taken centre stage. Activist groups like NOlympics LA have pointed out that public funds allocated to Olympic projects could instead address the housing emergency affecting tens of thousands of Angelenos.
This debate has intensified following reports of skyrocketing rents and evictions in neighbourhoods near planned Olympic venues. Some locals fear that the Games will transform Los Angeles into a playground for tourists and corporations, leaving the city’s most vulnerable populations behind.
Back to Paris?
While Paris could serve as a potential fallback, given its established infrastructure and recent experience hosting major events, the likelihood of moving the 2028 Games remains slim. The city’s preparedness and ability to deliver a seamless event are evident, but with time running short and the complexities of such a shift, experts agree that Los Angeles will remain the host, despite its mounting challenges.
Therefore, experts think that moving the Games is unlikely despite the difficulties. Given the limited schedule and logistical challenges, finding a substitute host at this point would be practically impossible, according to Jonathan Aronson, a lecturer at the University of Southern California. “It will simply continue,” he declared.
The road to the 2028 Olympics seems paved with challenges as Los Angeles struggles with the consequences of the wildfires. The situation necessitates striking a careful balance between short-term recovery operations and long-term planning to guarantee that the city can successfully and safely welcome the globe in 2028.
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Wednesday, January 22, 2025
KÜHL’s CROSSFIRE Hooded Jacket Stays Warm Even When Wet
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2025 Lunar New Year Snake Watches
As the Year of the Wooden Snake dawns on 29 January 2025, it heralds a time of transformation, introspection, and strength. This celestial year is one of profound evolution and self-improvement, making it the perfect backdrop for luxurious timepieces that reflect timeless artistry and bold design, setting new standards in zodiac-inspired horology. As one will come to see, many of these timepieces are limited to just 88 pieces, symbolising good luck while reinforcing an element of exclusivity. LUXUO discovers the finest zodiac-inspired timepieces for the Year of the Wooden Snake.
IWC
IWC introduced its Chinese New Year watch at Watches and Wonders Shanghai 2024 in September. This Portofino model — limited to 500 pieces — features a burgundy dial and an automatic winding rotor shaped like a snake. The design remains largely unchanged from the standard model, with the primary difference being these two distinct elements. This follows a trend seen with previous editions, where burgundy dials were paired with thematically shaped rotors. The approach began with the Pilot’s Chronograph for the Year of the Tiger in 2022, continuing with the Rabbit watch in 2023. The possibility of completing a full 12-year zodiac cycle with specific design elements adds to the appeal for collectors, despite earlier disruptions due to pandemic-related challenges.
Longines
The Conquest Heritage Year of Snake model closely follows the standard Conquest Heritage time-only watch design, with a gradient red domed dial and an engraving of a snake holding a Lingzhi mushroom on the closed caseback. Over the years, Longines has released several zodiac symbol watches following a similar design approach, although the brand does not specify how far back this tradition extends. This limited edition — with 2,025 pieces — has the highest availability among the Longines Chinese New Year models.
Regarding the history of the wide circulation of Lunar New Year watches at Longines, it is possible that the brand only began this tradition last year with the Dragon model, which had a limited run of 888 pieces. The Year of Snake model — like its predecessor — features a collaboration with Chinese artist Wu Jian’an, who conceptualised and executed the motif on the caseback, inspired by The Legend of the White Snake. Similarly, The Dragon watch involved a collaboration with artist Zinan Lam, suggesting that this series may continue as a regular feature for Longines.
Bvlgari’s Serpenti Collection
To usher in the Year of the Snake, Bvlgari pays homage to the serpent’s rich symbolism and its deep ties to Chinese culture with the introduction of Serpenti Infinito — a new concept symbolising the transformative power of the snake as a representation of infinity. Continuing the legacy of its iconic emblem, Bvlgari unveils 13 new Serpenti creations, including jewellery, watches, and leather goods, that seamlessly blend the brand’s distinctive serpent design with elements of nature.
Capturing the pure essence of the serpent, the Serpenti Viper pieces are reimagined in rose, yellow, and white gold, adorned with dazzling diamonds. Two new jewellery sets — crafted in either rose or yellow gold — feature a sleek necklace with the signature serpent head gracefully curling around its tail. Accompanying the necklace are hoop earrings, a looped bracelet, and rings enriched with white gold and diamond pavé, showcasing stylised serpent scales. For a more artistic expression, four Serpenti rings draw inspiration from Bvlgari’s High Jewellery creations. Crafted in rose gold, these rings are adorned with multi-sized diamonds, and feature sapphire, ruby, or emerald beads on the serpent’s body, with matching gemstone eyes. A stunning white gold version, embellished with a baguette and brilliant-cut diamonds, adds a touch of luxury to this collection. In the realm of watches, the Serpenti Seduttori combines the elegance of stainless steel with a diamond-set bezel and a bracelet inspired by the scales of a serpent. Meanwhile, the Serpenti Tubogas seamlessly weaves rose gold and stainless steel with pavé diamonds, forming a flexible, solder-free bracelet that coils gracefully around the wrist.
Breguet
Breguet has crafted a limited edition of eight Classique 7145 watches, showcasing the brand’s creative artistry through métiers d’art techniques such as guilloché and engraving. The 40mm rose gold case houses an ultra-slim automatic movement. The dial is hand-engraved in bas-relief, depicting a snake figure with scales and foliage. Guilloché patterns are applied for texture and depth, accentuated with a black galvanic treatment and hand-painted translucent green leaves. The 40mm rose gold case has a slim profile of 6.5mm, with straight lugs and a delicately fluted caseband. The open-tipped hour and minute hands, combined with subtle rose gold indices, complement the handcrafted dial. The Breguet calibre 502.3 is an ultra-thin 2.4mm automatic movement, featuring a 22k gold rotor adorned with hand-guilloché decoration.
Jaeger-LeCoultre
The Reverso Tribute Enamel serves as a stunning homage to the 2025 Year of the Snake, crafted at Jaeger-LeCoultre’s Atelier des Métiers Rares. Featuring deep black Grand Feu enamel dials on both the front and reverse, the watch embodies meticulous artistry through its layered enamelling process and multiple kiln firings at 800°C. The reverse of the watch showcases a majestic snake, intricately engraved amidst fiery motifs, a detail that took over 80 hours to perfect.
Harry Winston
Harry Winston celebrates the Chinese Year of the Snake with an exclusive, limited-edition timepiece — the Chinese New Year Automatic 36mm. Crafted in 18K rose gold, this distinguished watch blends the artistry of fine watchmaking with the symbolism of ancient Chinese culture and mythology. Adorned with a meticulously lacquered snake on the dial, the piece reflects the serpent’s revered role as a guardian of hidden treasures, symbolising the timeless value of time itself. The dial, complemented by green beaded mother-of-pearl and adorned with Harry Winston diamonds, captures the essence of transformation and infinity. With only eight pieces in existence, this limited-edition timepiece embodies the fusion of heritage, luxury, and artistry, making it a rare gem for collectors and connoisseurs alike.
Arnold & Son
Arnold & Son celebrates the Lunar New Year with the release of the Perpetual Moon 41.5 “Year of the Snake”, a limited series of eight exquisite timepieces crafted in red gold. This masterful creation combines the brand’s hallmark features: a manufacture calibre, a large astronomical moon, and an aventurine glass dial base. Adding to its allure, the watch showcases intricate artisanal craftsmanship, making it a stunning tribute to the Year of the Snake.
The highlight of the timepiece is the hand-engraved snake, meticulously carved from 18-carat rose gold. Its lifelike details, including fine scales, a forked tongue, and a broad, flat head, are set against a shimmering blue aventurine glass dial. Enhancing this celestial scene is a large mother-of-pearl moon, complete with realistic shadowing and overlaid with Super-LumiNova for a soft luminescence. The dial also features the constellations Ursa Major and Cassiopeia — delicately painted with luminescent material — creating an ethereal night-sky effect. The case back houses a secondary moon phase display, allowing precise and swift adjustments. At the heart of this timepiece is a manually-wound calibre renowned for its extraordinary precision. The movement tracks the lunar cycle — lasting 29 days, 12 hours, 44 minutes, and 2.8 seconds — so accurately that it would take 122 years of continuous operation to accumulate a 24-hour deviation from astronomical reality.
Franck Muller
To celebrate the Year of the Snake, Franck Muller has unveiled the Silhouette CX Snake — a limited-edition timepiece that blends serpentine elegance with technical innovation. Marking the debut of the Silhouette CX case, this creation redefines the brand’s legacy, presenting an asymmetrical design inspired by the snake’s fluid motion and enigmatic charm. Crafted in 18k rose gold, the Silhouette CX Snake embodies the snake’s mystique through undulating curves that suggest its form without fully revealing it. Guided by co-founder Vartan Sirmakes, the new case is a bold evolution of Franck Muller’s iconic Curvex designs, offering a tactile and visual experience that is as dynamic as it is elegant. Limited to just 28 pieces, this Asia-Pacific exclusive timepiece builds on the brand’s tradition of crafting unique zodiac watches, following last year’s Vanguard Year of the Rabbit edition and the Cintrée Curvex Ryoko Kaneta Dragon.
The Silhouette CX Snake’s intricate dial mirrors the asymmetrical case, with carefully aligned numerals and a snake motif handset with emeralds in a snow-setting technique. The glittering emeralds form a dazzling, mysterious pattern across the dial, capturing the snake’s allure without overt depictions. Completing the design is a green calf leather strap embossed with a snakeskin texture and reinforced with a rubber underside for durability and comfort.
Hublot
Since 2016, Hublot has honoured each Lunar New Year with exquisite limited-edition creations from its Spirit of Big Bang collection. For 2025, the Swiss watchmaker presents the Spirit of Big Bang Year of the Snake — a masterful celebration of this symbolic creature — available in an exclusive series of 88 pieces. At the heart of this timepiece is a mesmerising gold-plated snake, brought to life with extraordinary three-dimensional detail. Using cutting-edge laser engraving technology, Hublot has etched the serpent with remarkable precision, capturing its lifelike scales and fluid movement.
The black, barrel-shaped ceramic case — a hallmark of the Spirit of Big Bang — is paired with Hublot’s innovative “One-Click” strap changing system for effortless versatility. The ceramic bezel is engraved with an intricate snake-scale pattern, a motif that extends seamlessly onto the black rubber strap. Finished with a unique velvet texture and subtle shimmer, the strap demonstrates Hublot’s ingenuity in creating luxurious details from a single piece of rubber through advanced embossing techniques.
Vacheron Constantin
In honour of its historical connection to China, Vacheron Constantin introduces a new chapter in its Métiers d’Art series, titled “The Legend of the Chinese Zodiac – Year of the Snake”. This annual tradition celebrates the zodiac sign with exceptional artistry, showcasing the Maison’s dedication to blending traditional craftsmanship with horological excellence. For 2025, Vacheron Constantin unveils two limited editions of 25 pieces each, crafted in pink gold and platinum. The dials feature the snake, a symbol of wisdom, renewal, and prosperity, meticulously rendered as a coiled cobra atop a textured rock. This motif pays homage to the centuries-old relationship between Chinese and Swiss cultures, dating back to Vacheron Constantin’s early explorations into Asia in the 19th century when the brand created intricately decorated jewellery watches for Chinese dignitaries.
The “Year of the Snake” timepieces exemplify Vacheron Constantin’s mastery of engraving and enamelling, combining these two métiers to produce breathtaking detail. The cobra and rock are sculpted by a master engraver, who painstakingly carves pink or white gold over three days to create intricate textures and lifelike relief. The cobra’s ochre tones on the pink gold model and anthracite grey hues on the platinum version are enhanced with patina and miniature painting. The dial’s background is crafted using Grand Feu enamel, showcasing a gradient effect that transitions seamlessly from the centre to the edges. The flora, painted using the Geneva technique of opaque flux-coated enamel, adds further depth.
Piaget
Piaget captures the season’s brilliance with exquisite timepieces that shine with vibrant colours and masterful craftsmanship, celebrating life’s golden moments. At the heart of this festive collection is the Limelight Gala Watch, a true testament to Piaget’s artistry and timeless glamour. An icon reimagined, the Limelight Gala Watch draws inspiration from the bold sophistication of 1970s design. Its 32 mm case — crafted in 18K rose gold — is adorned with 62 brilliant-cut diamonds, highlighting the watch’s asymmetrical lugs that gracefully embrace the wrist. The diamond-paved bezel enhances its refined silhouette, exemplifying the signature allure of the Limelight Gala collection. The watch’s Milanese bracelet is a work of art in itself. Meticulously engraved by Piaget artisans, the bracelet features a scale-like texture that shimmers with iridescent brilliance, turning every movement into a statement of luxury. The boutique-exclusive Limelight Gala Precious Watch elevates opulence with its round rose gold case set with 40 brilliant-cut diamonds totalling 4.736 carats, further highlighting the Maison’s commitment to craftsmanship and grandeur.
Parmigiani Fleurier
Parmigiani Fleurier’s TONDA PF Xiali Complete Calendar is a landmark creation in watchmaking, honouring the intricate beauty of the Chinese calendar. This world-first timepiece seamlessly blends technical mastery with cultural homage, showcasing the complex lunar-solar calendar system in an elegant and innovative design. The Chinese calendar combines lunar and solar cycles, synchronised through the addition of an intercalary (13th) month approximately every three years. It divides the solar year into 24 terms reflecting the agricultural seasons, while the lunar year follows a 60-year cycle governed by zodiac animals and elemental associations. This meticulous system ensures that Chinese New Year — marking the arrival of spring — aligns with specific astronomical conditions between 21 January and 19 February in the Gregorian calendar.
The TONDA PF Xiali Complete Calendar embodies this complexity through its intricate mechanics and refined aesthetics. The watch features a 42 mm stainless steel case — polished and satin-finished — with Parmigiani Fleurier’s signature platinum 950 fluted bezel. Its imperial red dial — adorned with hand-guilloché Grain d’Orge detailing — is a stunning centrepiece, complemented by rhodium-plated 18ct gold appliqué indices and skeletonised delta hands. The dial displays a remarkable array of information, including the year and zodiac sign, the day and month, and indicators for leap months and long or short months. The TONDA PF Xiali celebrates the precision of the Chinese calendar, honouring its blend of tradition, astronomy, and symbolism. With its perfect marriage of technical innovation and cultural heritage, the TONDA PF Xiali Complete Calendar offers a fitting tribute to the Year of the Snake.
Blancpain
Blancpain marks the arrival of the Year of the Wood Snake in 2025 with its latest Villeret Calendrier Chinois Traditionnel, a timepiece that beautifully bridges Eastern and Western traditions. For the 14th year, Blancpain commemorates the Chinese zodiac with a limited-edition creation, featuring a newly designed snake motif engraved on the watch’s 22K white gold rotor. This edition debuts an elegant platinum case paired with a green Grand Feu enamel dial, a first for the collection. The Villeret Calendrier Chinois Traditionnel is renowned for its groundbreaking integration of the Chinese calendar with the Gregorian calendar and moon phases. First introduced in 2012, it embodies Blancpain’s commitment to blending cultural heritage and technical mastery. With the transition into its second 12-year zodiac cycle in 2024, Blancpain refreshed the designs of the zodiac animals, now showcased through an aperture at 12 o’clock. For 2025, the intricately detailed wood snake appears for the first time on this remarkable timepiece.
The snake — symbolising intuition and wisdom — takes centre stage on the meticulously engraved rotor. Crafted in Blancpain’s Métiers d’Art workshop, the design includes Chinese characters for “serpent” and “wood,” as well as a natural ruby accent. The dial layout ensures that the extensive calendar indications remain legible and intuitive. At 3 o’clock, the watch displays the five elements and their Yin-Yang associations linked to the sexagesimal cycle, while 9 o’clock features Chinese days and months. Double Chinese hours and the zodiac sign of the year appear at 12 o’clock, alongside an aperture for the Chinese leap month. A serpentine hand indicates the Gregorian date, while Blancpain’s signature moon phase is positioned at 6 o’clock. Limited to just 50 pieces, the Villeret Calendrier Chinois Traditionnel 2025 is a fitting tribute to the Lunar New Year and the wisdom and renewal symbolised by the snake.
Dior
The new Dior Grand Soir celebrates the Year of the Snake. Within Chinese mythology, the snake is the symbol of wisdom and strength. The rose-gold-adorned snake is placed in a miniature Toile de Jouy landscape, navigating through a foliage of leaves and flowers delicately made of mother-of-pearl. This mysterious and magical environment is punctuated with rose gold butterflies, echoing the scales of the gliding snake.
CIGA Design Year of the Snake
CIGA DESIGN captures the Lunar New Year with a stunning timepiece that embodies wisdom, vitality, and prosperity. The watch features a golden snake crafted using sculptural techniques and symbolic abstraction. Set against an abstract snakeskin-inspired pattern, the satin-textured, gold-plated snake radiates elegance. The snake itself is more than decorative — it rotates to tell time. The snake’s head indicates hours while its tail tracks minutes. As a nod to Eastern traditions, the watch case is made from jadeite, a material with thousands of years of cultural history. Its jade-like warmth enhances the design, reflecting the fusion of modern aesthetics with timeless heritage. The use of jadeite not only symbolises prosperity and vitality but also highlights the watch’s distinctly Eastern character. CIGA DESIGN’s Year of the Snake watch represents a harmonious blend of culture and contemporary innovation, bringing a fresh perspective to zodiac-themed timepieces.
Perrelet
Perrelet unveils the Turbine Snake, a striking timepiece dedicated to the Year of the Wood Snake. Limited to just 88 pieces — a number symbolising prosperity and luck — the watch celebrates the zodiac sign known for its wisdom, creativity, and mysterious allure. Associated with the element of wood, the Wood Snake embodies resilience and renewal, heralding a harmonious and opportunity-filled year.
The Turbine Snake exemplifies this vision, combining Swiss precision with symbolic storytelling while adhering to cultural themes and rituals. The Turbine Snake is a visual masterpiece. Its red lacquered sub-dial — a nod to luck and protection — is adorned with gold-etched ideograms symbolising well-being and prosperity. At its heart lies a gilded, three-dimensional snake, its head poised above intricately textured coils. This dynamic reptilian motif is revealed in full when the 12 black anodised aluminium blades of the watch’s signature rotating turbine spin with the wearer’s movements. With only 88 pieces available globally, the Turbine Snake is not merely a timepiece but a collector’s item imbued with cultural symbolism and artisanal expertise. Perrelet’s latest creation offers aficionados a unique blend of mechanical precision and artistic expression, making it a fitting tribute to the Year of the Wood Snake.
Raymond Weil
In celebration of the Chinese New Year and the Year of the Snake, Raymond Weil introduces the Millesime Burgundy — a limited-edition masterpiece that seamlessly blends tradition with contemporary elegance. With only 88 pieces available, this exquisite timepiece captures the transformative symbolism of the snake, embodying wisdom, prosperity, and refined craftsmanship.
The Millesime Burgundy honours Raymond Weil’s legacy of fine watchmaking while embracing bold design and understated sophistication. Its deep burgundy dial, a rich symbol of good fortune and prosperity, serves as the centrepiece. Complemented by a matching leather strap and encased in polished stainless steel, the design achieves a harmonious balance between classic simplicity and modern allure. Powered by the RW4200 central seconds automatic movement, the Millesime Burgundy showcases the precision and artistry for which Raymond Weil is renowned. The engraved “ONE OF 88” on each piece underscores its exclusivity, transforming the watch into a coveted collector’s item that celebrates the intersection of time and culture.
Panerai
For the Year of the Snake, Panerai presents a collection of timepieces that seamlessly blend tradition and innovation. Inspired by the snake’s wisdom, grace, and transformative nature, these watches symbolise change and the continuous flow of time. Panerai’s Perpetual Calendar captures the passage of time in its most refined form. With intricate mechanics, it not only tracks every moment but also embodies the enduring essence associated with the snake, making it the perfect companion for this significant occasion.
Here are three stand-out red-dialed watches from the collection:
Luminor Perpetual Calendar PAM01688
The Luminor Perpetual Calendar PAM01688 — a limited-edition watch, with only 100 pieces available, features — a burgundy dial paired with Panerai Goldtech, this combination represents prosperity and longevity. The reference number 88, deeply rooted in Chinese tradition, pays homage to good fortune and the cycle of prosperous years ahead.
Luminor Due PAM01424
The Luminor Due PAM01424 showcases a 42mm steel case with a burgundy dial that transitions from a lighter center to a deeper gradient at the edges. Its sandwich dial design includes a date display at 3 o’clock and a small second hand at 9 o’clock, complemented by white Super-Luminova that glows in the dark.
Luminor Due Metal Bracelet PAM01539
The Luminor Due Metal Bracelet PAM01539 features a polished 42mm steel case and bezel. Its burgundy sun-brushed sandwich dial, with a soleil finish that lightens towards the center, is paired with white Super-Luminova for a bright, luminous effect.
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