By  on August 7, 2018

Things are ticking up for the U.S. women’s watch category. According to new data from NPD, between January and May of this year, the segment increased 2 percent year-on-year, resulting in the sale of nearly 7 million units. The past three years saw a lag in revenue as brands focused marketing resources on other segments. This pushed female consumers to purchase oversize options traditionally found in the men’s section.

“While we have been tracking the growing trend of women buying men’s sized watches for some time, sales of smaller watches for women also skyrocketed this year,” said Reginald Brack, luxury and watch industry analyst for NPD. “Some brands with a traditionally male focus are now hiring female celebrities to be brand ambassadors in their advertising, with Tag Heuer going so far as to dub 2018 it’s ‘year of the woman.’ These and other efforts by watchmakers are working to focus women’s attention on some traditionally male-centered brands.”

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