SIHH 2018: How watch brands are seducing millennials
It’s no secret that the past decade has been a decade of ups and downs for the luxury watch industry, thanks to financial crises, economic booms and changing consumer habits. And while a return to old heights may be impossible, the consensus is that watchmakers around the world will need to make significant changes to ensure continued success.
1/8 – Baume & Mercier Clifton Baumatic
The Baume & Mercier Clifton Baumatic is chronometer-certified, has a five-day power reserve, and uses a silicon escapement, while remaining under $3,000. Scroll through the gallery to see some of the highlights from this year’s SIHH. Credit: Courtesy of Baume & Mercier
One of the ways brands seem to be trying to attract new shoppers to stores is by offering products that offer better value for money at lower prices. These watches incorporate features found on more expensive models, are designed with the utmost thought, and encourage the customer to learn more about their purchase even after the sale.
The Baume & Mercier Clifton Baumatic brings high-end watch features and classic styling for under $3,000. Credit: Courtesy of Baume & Mercier
Add to the fact that the movement uses a silicon escapement (the part of the watch that tells the time) and carries COSC chronometer certification for accuracy and performance, and you have something that looks a lot more like a timepiece. $10,000 than a $2,790 watch is what the Clifton Baumatic will sell for when it hits stores in September.
Elsewhere at the show, brands are offering models traditionally made of precious metals in more affordable stainless steel. This way, buyers have the option of paying for timepieces instead of gold, and getting a slightly more casual product in the process.

The new FiftySix collection allows previously overpriced customers to purchase Vacheron Constantin, with the FiftySix automatic in stainless steel priced at $11,700. Credit: Courtesy of Vacheron Constantin
Prices start at $11,700, about half the price of most entry-level watches from Vacheron Constantin. This opens up the brand to a completely different customer, creating the opportunity to develop lifelong fans much sooner.

To fill the gap in its catalog that should be occupied by a solid sports watch, Jaeger-LeCoultre has introduced a new Polaris collection that includes basic time models, chronographs, etc. Credit: Courtesy of Jaeger-LeCoultre
The best thing about this trend is that it’s probably not a trend at all. Thanks to the rise of blogs, forums and social media, customers are more educated and demanding than ever, and it seems the watch world is finally taking notice.
Watchmakers must work hard to appeal to 21st century consumers and to explain why the mechanical watch is still something to be excited about. And it looks like they are up to the task.
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