Time for a new look

SINGAPORE — Women have traditionally considered watches as functional timekeeping instruments. To change this perception, luxury timepiece brands started to introduce the concepts of fun and fashion in recent years by offering customisation and modularity options for their watches. And these options are simple to use and reasonably affordable, too.

Brands now allow customers the option of buying additional watch straps for their timepieces. With just a simple push, users can change the straps to suit any occasion at their own convenience. Traditionally, one would have to get the boutique service staff to swop straps using a specific tool.

Take Swiss watchmaker Baume & Mercier, for instance. In 2012, it rolled out a patented mechanism that allowed consumers to change their watch straps for its Linea collection without the use of a tool. All one has to do is to flip the watch over, click the hook open, dislodge and swop the current strap for a new one — all in a matter of seconds.

At international watch trade fair BaselWorld this year, Blancpain introduced the Villeret Quantieme a Phase de Lune watch for women. BaselWorld is one of the two annual international watch trade fairs, where the biggest brands showcase their new designs for the year.

A simple, classic watch with a moon phase indicator, the Villeret Quantieme a Phase de Lune is equipped with catches at the back of the leather strap. It requires, again, a simple press of the catch to change the strap.

But the watchmaker takes things a step further by offering consumers the opportunity to buy the same watch with a set of five interchangeable straps in different colours and materials.

The same concept also applies to French luxury house Boucheron’s Reflet watch collection. It uses an invisible clasp — patented in 1944 — for customers to change the straps according to various occasions and their mood. It even has 70 different Reflet straps — in both leather and fabrics — to choose from.

PERSONALISED TOUCH

Personalising a watch is not a new concept. Back in the days when people carried pocket watches to tell time, many of these timepieces were made to order.

“Bespoke pieces and customisation were right at the heart of the watch industry 200 years ago,” said Michael Tay, group managing director at luxury watch retailer, The Hour Glass.

“It’s just that customisation is more visible these days because of the greater influence of fashion on the watch industry,” he added. “It’s easier for people to change straps, since manufacturers incorporate built-in spring bars. Even the biggest klutz like me can do so easily these days.”

Tay cites the example of Hublot, a house brand sold at The Hour Glass, and its One Click strap. There is a button between the lugs — depressing it unlocks the strap, and a new one can be attached with literally one click.

The whole idea of personalisation, especially the ability to change straps, appeals mostly to women, said Tay.

“They are drawn to the fact that their watches can and should match their shoes and bags, and also what they wear,” said Mr Tay.

The proliferation of such options, said Tay, has led to an effect on sales. While consumers may not be tempted to buy a brand new watch quite as often, they do come back for additional straps.

Without revealing the exact increment in sales, he reckons that about three clients out of every 10 return to acquire straps after their initial watch purchase.

With luxury brands pulling out all the stops to excite women, it can only be good news for female consumers.

Bank officer Julia Chen, 35, finds the concept interesting. She said: “It’s a very attractive option for me. I will be more inclined to buy a watch that offers different looks. It is more value for money, too.”

The introduction of such quick-change strap options and colours has also helped smartwatch makers more appealing to a female clientele.

Major players such as Apple, Samsung and Huawei have made strap-swopping an easy affair.

One of the newest entrants to the smartwatch scene is Swiss watchmaker Tag Heuer, which has upped the ante with its Connected Watch Modular 45 set.

The Connected Watch Modular 45 set lets customers choose the strap, lugs, and case before buying a watch. Additional lugs, buckles and straps in a range of different colours and materials are also available for separate purchase. The set also comes with a mechanical watch option — customers can decide if they prefer wearing the smartwatch or a regular watch.

“Thanks to customisable options, a timepiece can become a fashion accessory, matching trends and the outfits or even emotions of the customers,” said Amelia Sillard, vice-president of Tag Heuer South-east Asia. “You can wear a rubber strap with your connected module in the morning, and a diamond piece with a leather strap and a mechanical module at night.”

Women tend to shun tech products since gadgets are generally designed with men in mind. Positioning a smartwatch this way attracts women, and Sillard noted that the “modularity is indeed a plus for those who are keen to customise their timepieces”.