Ecrit parNathalie Veysset and Susanne Wong, co-founders of Watch Femme, have created a community of women and men aiming to rethink and transform the industry they have been working in for a long time. Gender-free watches, women at high positions, and the power of a strong community are the topics addressed. Do you want to know more? Read the interview.
Gender-free watches.
According to Susanne Wong, the watch industry doesn’t really speak to women. Products labeled as women’s watches tend to follow a certain model. “The communication around these products is very cliché. It pushes the idea that women only wear ultra-feminine things, with flowers, diamonds, butterflies, etc.” She believes that women are rarely interested in the watch industry due to this very reason. This outdated approach is detrimental to the watch industry, leaving 50% of potential customers aside. Nathalie Veysset adds that men are also equally afflicted by the subject. Because of these same stereotypes, men don’t feel free to wear the products they want: most men don’t want to buy a product labeled as a women’s product, argues Nathalie Veysset. Yet, she explains that men without much knowledge about watches entering a store, seeing a beautiful watch that reminds them of their grandfather’s, only to hear that it’s a women’s watch can be quite the common occurrence. “The consumer feels blocked in the men’s category by the seller. And unfortunately, it repels consumers.”, concludes Nathalie Veysset.
A change of perspective
A women’s watch would simply be a watch worn by a woman, and vice versa. Thus, any watch could be a women’s or men’s watch, depending on who wears it. This is one of the solutions offered by Watch Femme. According to Susan Wong, the watch market could therefore reach a larger part of consumers by changing its sales arguments. “Watches are luxury objects, so why should there only be two categories? We don’t want our watches to be genderless, but we want them to be gender-free,” says Susanne Wong.
A network for women
Another topic addressed by Watch Femme is sexism in the industry. Their solution: increasing the number of women in leadership positions in the industry. “This would not only meet the needs of women as consumers, but it would also naturally reduce sexism in the industry”, adds Susan Wong. How do they want to achieve this? By creating a network for women in this specific industry. “Leadership positions in the watch industry are very political, so if you don’t have a strong network, you’re not hired. There aren’t many women CEOs of watch brands, but there are many qualified women for these positions. They simply don’t have the network to support them,” says Nathalie Veysset. The whole purpose of Watch Femme is creating a strong network for women in the industry.
How did it all begin?
“It was following long discussions and a feeling of being too often the only women attending meetings.” explains Susan Wong. In February 2021, during the second lockdown, Susan Wong started talking about these topics on Club House, a brand new social media site at the time. “As everyone was at home due to COVID lockdown, discussions around engaged topics quickly took off. Many women from all over the world participated. It was the first time I felt liberated or motivated to share how I think, and many of us felt that way,” concludes Susanne Wong. Eight months later, they decided to register as a Swiss association. “Already more than a hundred people are regularly engaged. Most members are women but everyone is more than welcome, even students who would like to get a network”, encouraged Susan Wong.
Julia Zeder
Innovation Time Neuchâtel
Last modified: 11 mai 2023
