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© copyright 2007
NOMOS, GLASHÜTTE
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03.04.2008 NOMOS Glashütte / SA
Enthusiasm for Watches is Feminine
Women like watches they can be proud of – NOMOS Glashütte fills a gap in the market
Glashütte, April 2008. It’s the women: The trend towards things mechanical, celebrated for years, is to a large extent thanks to them. Although watches have often been referred to as feminine objects, enthusiasm for them was long a rather alien idea to women: that has now changed. More and more women admire the art of creating a calibre out of gear wheels, screws, springs and plates, the mechanism that separates time into hours and minutes. And for those on the career track who must or just want to look good at work, they need more than just a nice pair of shoes to go with the suit or skirt. They need a presentable handbag, a nice calendar and: a watch they can be proud of.
And pride in a watch comes from its having more than just a pretty face – it’s about what’s going on inside. Not all women want to know how watches tick (and neither do all men). Yet, what is important is that the thing that makes them tick is good. Women who are in keeping with the times already wear mechanical watches and, anyway, quartz watches – maintains NOMOS manager Uwe Ahrendt – will become less important in the future. For women, too.
Even at the outset of the new century more money was already being spent on mechanical watches than on quartz models, lots more; their share of the export trade rose nearly 40 percent between 2001 and 2004. 2008
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