Dr Vidhu Sekhar P
Swiss watchmaking, synonymous with tradition, precision, and understated elegance, has been undergoing a bold transformation. In recent years, they have introduced vibrant colours as a strategy to add new buyers and stimulate their image in a quickly evolving luxury market. This colourful revolution highlights how it brings creativity, attracts younger audiences, and ensures the timeless relevance of Swiss horology.
Historically, Swiss watches have been dominated by classic tones in black, white, silver, and gold that reflects a conventional approach to design. However, 2025 marks a turning point where watchmakers are confidently experimenting with deep blues, radiant silvers, Charcoal grey, and even unconventional hues like pink, orange, and green colour. This departure from neutrality is not merely an aesthetic choice but a strategic move to stand out in a crowded luxury market.
Bold colours immediately draw attention, making watches more visible and memorable in showcases and on wrists. Consumers, especially younger buyers, seek products that reflect their unique personalities. Vibrant dials offer a new canvas for self-expression. By blending tradition with contemporary style, Swiss brands demonstrate adaptability and innovation, appealing to both loyal collectors and first-time buyers.
The adoption of bold colours is particularly effective in attracting Millennials and Generation Z, demographics that value creativity, diversity, and authenticity in luxury goods. These younger consumers stay away from the status quo and more drawn to brands that challenge conventions and offer fresh, exciting offers. Colours like turquoise, coral red, and vibrant yellow inject a sense of playfulness and optimism into watch collections that resonates with the preference of the younger generation. Eye-catching designs are more likely to be shared and celebrated on social platforms, amplifying brand visibility and desirability among tech-savvy audiences. A broader palette allows for a wider range of personal styles, making luxury watches accessible to a more diverse customer.
The bold colour trend is not just a fleeting fashion statement. It has the power to drive tangible business results. Luxury-watch brands report increased engagement and renewed interest, even as the overall market faces challenges such as economic uncertainty and competition from smartwatches. Two iconic timepieces stand out. The Rolex Oyster Perpetual in Coral Red, a modern classic for all, and the Omega Seamaster Diver 300M in blue, a fresh take on a legendary design. While coloured watches still represent a small percentage of total sales, their impact on brand image and consumer excitement is disproportionately large. They serve as conversation starters, drive store traffic, and often become coveted limited editions that fuel demand and collectability.
The use of bold colours by Swiss watchmakers is a positive and forward-thinking evolution. Swiss brands are not only preserving their legacy but also ensuring their continued relevance in the dynamic world of luxury goods. The vibrant revolution in Swiss watchmaking is proof that even the most traditional crafts can scale up through innovation and a splash of colour. (Author is Assistant Professor at National Institute of Fashion Technology, Ministry of Textiles, Govt. of India)
