Classic is the new cool: Millennials now prefer small & discerning wrist watches

Most men wear large watches. This is because they want their timepieces to make a statement. But in their hearts, the discerning know that nothing looks better on a wrist than a small classic watch. That means an analog watch (with hands) on a dial of around 36mm and with a leather strap.

I speak from experience. A couple of years ago, I bought an HMT Jubilee for the grand sum of Rs 2,000. I got it more as a collectible. But with time I realised how nice it looked, and started wearing it regularly. No watch has suited me better. It is a hand winding mechanical watch and if you want to shut the world out, you may press your ear against your wrist and savour the satisfying ticking sound of the tireless HMT heart.

Vintage and classic watches are enjoying a revival. In fact, they are one of the key categories for a product with an uncertain place in today’s world. Nobody needs a watch to tell time. But equally true is that most people like watches as lifestyle products or investments. Secondly, however techie the world may be getting, classic style continues to be attractive.



Some recent developments in the watch world prove the popularity of traditional watches, even among the young. This year, Tom Ford made his debut in the industry with a classic rectangular model. And two analog watch brands started by millennials for millennials —MVMT and Olivia Burton — made headlines. Both made a cultural and business impact and were acquired by watch giant Movado, whose chairman Efraim Grinberg is a desk-thumping proponent of old-world timepieces.

Talking about the thinking behind his watch, Ford said in an interview, “In general I dislike a trendy watch, as I’m a fairly classic person. For a man who is more traditional, watches are really one of the few accessories he can wear outside of maybe a wedding ring.” And as seen by the success of millennial brands, even non-traditional people gravitate towards retro watches. MVMT, pronounced ‘Movement’, was started in 2013 by two 20-somethings in Los Angeles — Jake Kassan and Kramer LaPlante. Olivia Burton, a women’s brand from the UK, was started in 2012 by two women who were barely 30 — Jemma Fennings and Lesa Bennet. According to watch portal Hodinkee, Movado bought MVMT for about $200 million and Olivia Burton for $79 million.

Grinberg, the Movado chairman, said, “Our research with millennials shows a high level of interest in traditional watches. These two brands (MVMT and Olivia Burton) proved our hypothesis that people weren’t going to just wear wearables and connected timepieces.” Much-mocked hipsters have also galvanised the classic market with their love for vintage. Websites like Etsy offer some great bargains on old watches. And for those not short of money, there is Tom Ford, Cartier and an entire universe of understated beauty.