Even before we entered this unprecedented era, watchmakers were changing their course. A changing global economic market meant that brands have been trying to expand their stake in North America and with women watch collectors.
A younger market has also been wearing watches differently. A sport chic timepiece feels fully acceptable with this audience. You could even see celebrities wearing a stainless-steel chronograph on the red carpet (back in the days when red carpets still existed). And of course, collectors were also becoming more engaged with environmentally and ethically responsible practices in the manufacture of their luxury goods.