David Holmes is the national account manager at Zeon, which manufactures and distributes an array of watch brands including Vivienne Westwood, Paul’s Boutique, Ingersoll and Braun. He tells WatchPro about the watch shopping habits of women, emerging design trends and Zeon’s women’s watch portfolio.
WatchPro: Looking back over the past 12 months, what style of timepiece would you say has been most popular among female consumers in the UK?
David Holmes: Rose and white story has been strong with a lean towards a more classic styling over the high fashion colour story for the last two years.
WP: Would you say female shoppers are becoming savvier when it comes to buying watches, for example desiring Swiss movements or complications?
DH: Yes the offer needs to be more than just a cool colour or trendy styling. With our Vivienne Westwood brand, for example, there is a certain expectation styling wise from the customer. The key to success at retail level is being able to exceed this with Swiss movements and higher grade materials used in construction to surpass the customer expectations but also give the sales staff the stories to romance the customer with.
WP: Are women in the UK still opting for oversized men’s timepieces, or are they mostly shopping for watches designed for women?
DH: The trend for the last couple of years has certainly been for oversized pieces however the growth and direction of travel we notice on both the retail and OEM collections is for more classic styling and sizing to match.
WP: Of the brands you work with, which are placing the most focus on developing their women’s collections?
DH: All of the brands. The ladies collections are the important elements that help make a brand. Ladies buy and wear more timepieces than gents as such this sector is one that takes the lion’s share of time and consideration when developing the various brands.
WP: How is Zeon working with its brands to develop its women’s collections – does it advise the brands, hold market research, or get retailer feedback?
DH: All of the above are imperative, our retail partners are the key to success so we take time and pride in the closeness we have with the buying teams, as well as shop level where our visual merchandise team have daily contact and feedback comments and suggestions that we then assimilate into our designing options and conversations when presenting to the brands.
WP: Are there any key emerging trends that you feel are set to be big in women’s watches in the coming year?
DH: Trends we see emerging are smaller cased ladies watches with more classic styling and cleaner simpler smoother case shapes. Silver and elegant bling being are something to keep an eye for second half. Leather straps in softer shades than the last couple of years, cocktail watches are, as always an important sector we will be focussing on. Open lugged equestrian styling is emerging as a trend.
