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Interest in ‘engagement watches’ rises 41 percent

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Few business sectors have been as badly affected as the wedding market since the start of the pandemic.

As ceremonies return to something approaching full capacity following last week’s Freedom Day, a new normal is emerging, according to wedding experts.

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Among trends including luxury bridal face masks for brides, grooms and guests, Global fashion shopping platform Lyst has revealed in its Wedding 2021 Report that there has been a 42% rise in searches for ‘couple watches’ ‘engagement watches’ and ‘wedding watches’, which the business says is expected to lead to a rise in sales of prestige timepieces.

“Face masks aren’t the only unexpected accessory of 2021; expect to see more fine watches and the rise of the “engagement watch”. Looking at the category as a whole, terms such as “couple”, “engagement” and “wedding” have started to appear more frequently over the past year, resulting in a 42% increase in searches for pieces including these terms,” Lyst says.

“This season, more couples have been forgoing traditional rings as engagement presents, instead opting for gender-neutral watches,” adds Morgan Le Caer, a content lead at Lyst.

The trend is, predictably, being amplified on social media where hashtags #engagementwatch and #engagementwatches are spreading, not least because savvy watch retailers are starting to adopt the tags.

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