Cartier Didn’t Reinvent the Baignoire. They Refined It Perfectly.
In a time where many watches compete for attention through size and excess, Cartier chose restraint.
And that’s exactly why the new Baignoire Clou de Paris stands out.
The iconic oval silhouette remains untouched, but the addition of the Clou de Paris motif completely changes the watch’s presence. It gives the Baignoire texture, depth, and a sharper jewellery identity while preserving the elegance that has defined it since 1958.
Why This Watch Matters
Cartier Strengthened an Icon Instead of Changing It
The Baignoire has always been one of Cartier’s purest expressions of jewellery watchmaking. Rather than redesigning the case, Cartier focused on elevating what already made it timeless.
That decision makes this release feel confident and mature.
The Clou de Paris Motif Gives the Watch Real Character
The bracelet, case, and dial are entirely finished with the Clou de Paris pattern — a geometric texture deeply rooted in Cartier’s jewellery heritage.
It transforms the watch from minimal to sculptural without losing refinement.
The Craftsmanship Is in the Details
Applying this motif onto an oval-shaped watch required Cartier to carefully reshape the pattern around every curve and surface.
Even the clasp integrates seamlessly into the bracelet, creating a clean uninterrupted flow across the entire piece.
The Finishing Brings the Watch to Life
The hand-polishing process enhances the relief of the motif while allowing the gold to reflect light with softness and precision.
Nothing feels aggressive or overworked. The watch carries quiet presence — which is far more difficult to achieve.
The Diamond Version Feels Like True High Jewellery
Cartier’s diamond-set edition features 171 brilliant-cut diamonds on the case and bracelet, alongside 100 diamonds on the dial.
What makes it impressive is that the diamonds never overpower the design. They work with the geometry of the Clou de Paris motif rather than against it.
Final Thought
The new Baignoire Clou de Paris proves that great luxury design is not about adding more.
It’s about refining proportions, texture, and detail so precisely that the watch feels effortless.
And Cartier continues to do that better than almost anyone else.
The landscape of luxury watchmaking in India is experiencing a seismic shift. What was once considered a gentleman’s domain is now witnessing unprecedented female participation, with women emerging not just as buyers, but as discerning collectors and brand ambassadors. This evolution presents challenges and golden opportunities for luxury brands seeking to capture this dynamic market segment.
The Numbers Don’t Lie: A Market in Transformation
The demographic transformation driving India’s luxury watch market is nothing short of remarkable. India’s luxury goods market, valued at USD 10.01 billion in 2024, is projected to reach USD 17.94 billion by 2033—representing a robust 6.37% CAGR (IMARC Group, 2024). What makes this growth particularly compelling is its composition: women now account for 53.9% of India’s luxury market share, fundamentally reshaping how brands approach this demographic (IMARC Group, 2024).
The statistics paint a compelling picture when you turn towards the watch industry for women in India. Female labour force participation has nearly doubled from 23.3% in 2017-18 to 41.7% in 2023-24 (Periodic Labour Force Survey, Government of India), creating a new class of economically empowered women who view luxury timepieces as both professional accessories and investment assets. While 28% of luxury watches sold globally are purchased for women (Deloitte Swiss Watch Industry Study, 2024), brands like Jaeger-LeCoultre command a striking 24% share of their overall sales in India from female consumers. This gap—four percentage points below the global average—represents untapped potential worth millions in revenue for luxury maisons.
This disparity signals a massive opportunity: India’s female luxury consumers are ready to spend, but brands haven’t fully adapted their strategies to capture this sophisticated demographic.
What’s driving this trend? The answer lies in understanding the unique preferences, aspirations, and cultural context of Indian women in luxury consumption. Unlike their global counterparts, Indian female watch enthusiasts often seek pieces that seamlessly transition from boardroom to ballroom, embodying both professional success and personal style.
Strategic Brand Movements: The New Wave of Female-Focused Initiatives
Piaget’s Celebrity-Driven India Strategy
Piaget, one of the most iconic watchmakers of the past century, is making calculated moves to enter the Indian market later this year with a focus on celebrity endorsements and haute horlogerie pieces that blur the lines between timepieces and jewelry. Their strategy recognizes that Indian women appreciate watches as fashion statements—sculptural pieces that tell stories of achievement and aesthetic sensibility.
Piaget’s Sixtie collection of watches for women reinterprets the brand’s 1960s designs with a modern twist. The collection features a trapeze-shaped watch with a supple bracelet, blending geometric design with precious metals. The name also suggests a connection to the 1960s, a period when Piaget was known for its ultra-thin movements and bold designs.
Van Cleef & Arpels: The Poetry of Time Arrives
Van Cleef & Arpels is planning to enter the Indian market soon, bringing its “Poetry of Time” philosophy to a market hungry for narrative-driven luxury.
At Watches & Wonders 2025, Van Cleef & Arpels unveiled four new Pont des Amoureux variations featuring precious bracelets with diamonds and sapphires, capturing dawn, morning, dusk, and moonlight—time told through the poetry of love (Van Cleef & Arpels Press Release, April 2025). The maison also introduced the Lady Arpels Bal des Amoureux Automate, where lovers meet and kiss at noon and midnight beneath a starlit Parisian sky. These romantic narratives resonate deeply with Indian sensibilities, echoing the brand’s historic connection to India through legendary patrons like Sita Devi, the Maharani of Baroda, whose 1950s collaborations with Jacques Arpels created iconic pieces using emeralds from the Baroda royal treasure.
Cartier: The Crown Jewel’s Dominance
Cartier continues to outperform its Richemont siblings for the second consecutive year, posting robust growth while other luxury watch brands face sluggish performance (Richemont Q3 2024 Financial Report). This success stems from Cartier’s jewelry-forward approach to watchmaking—a strategy that resonates powerfully with Indian women who view luxury timepieces as extensions of their jewelry collections rather than purely functional accessories.
This trend signals a broader industry truth: jewelry-focused watch brands are thriving in markets where women drive luxury consumption. The lesson for other maisons is clear—technical prowess alone isn’t enough; emotional connection through design and heritage storytelling becomes paramount.
Digital Disruption Meets Traditional Craftsmanship
The rise of social media influence cannot be ignored. Indian women are increasingly discovering luxury watches through digital platforms, with online retail growing at double digits in the luxury segment (Bain & Company Luxury Report India, 2024). Brands must master the art of storytelling across both digital and physical touchpoints, creating immersive experiences that translate craftsmanship into compelling narratives.
Five Exceptional Women’s Watches Deserving Recognition
Jaeger-LeCoultre Reverso Classic Small
Heritage: Born in 1931 for polo players, the Reverso’s reversible case now symbolizes the duality of modern Indian women—professional and personal, traditional and contemporary.
Why It Deserves Attention: A watch with a deep connection to India, offers Art Deco elegance with Swiss precision. The ability to personalize the caseback makes it deeply meaningful for milestone celebrations.
Cartier Panthère
Heritage: Inspired by Cartier’s iconic panther motif, representing feminine power and grace.
Why It Deserves Attention: The perfect “starter luxury watch” for professional women, offering timeless design that transitions effortlessly from boardroom to evening events.
Piaget Polo 79
Heritage: Recently revived after 35 years, representing bold architectural design.
Why It Deserves Attention: The integrated bracelet design and ultra-thin profile appeal to women seeking statement pieces that don’t compromise on elegance.
Van Cleef & Arpels Cadenas
Heritage: Created in 1935, embodying the maison’s jewelry savoir-faire.
Why It Deserves Attention: The ability to wear it as both watch and bracelet appeals to Indian women’s preference for versatile luxury pieces.
Bvlgari Serpenti
Heritage: Roman heritage meets Italian design mastery.
Why It Deserves Attention: The serpent motif resonates with Indian symbolism while offering contemporary luxury appeal, making it culturally relevant yet globally sophisticated.
The Path Forward: Actionable Strategies for Luxury Brands
Embrace Cultural Storytelling: Indian women respond to narratives that honor both heritage and innovation. Brands must weave their history with contemporary relevance.
Invest in Experience: Physical boutiques remain crucial. The tactile experience of trying luxury timepieces cannot be replicated digitally, especially for first-time buyers.
Celebrity Partnerships Matter: Strategic celebrity endorsements, when authentic, can drive significant awareness and aspiration among Indian consumers.
Digital-First Discovery: While purchase decisions happen in-store, discovery increasingly happens online. Brands need compelling digital narratives that drive foot traffic to authorized retailers.
Customization and Personalization: Indian luxury consumers value exclusivity. Offering personalization options—from dial colors to engraving—creates emotional connections that drive both purchase and loyalty.
The Indian women’s luxury watch market isn’t just growing—it’s evolving. Brands that recognize women as sophisticated collectors rather than occasional buyers, that understand the cultural nuances of luxury consumption in India, and that invest in authentic storytelling will capture the hearts, minds, and wallets of this influential demographic. The question isn’t whether this market will mature—it’s which brands will be bold enough to lead its transformation.
Sources:
IMARC Group. (2024). India Luxury Goods Market Report 2024-2033
Government of India. (2024). Periodic Labour Force Survey (PLFS) Annual Report 2023-24
Deloitte. (2024). Swiss Watch Industry Study
Richemont. (2025). Third Quarter Financial Results 2024
Taking place from April 9 to 15, 2024, the next Watches and Wonders Geneva promises to be a thrilling one, with an enhanced program at the Salon and In The City, specially designed for the general public. The focus will be on the visitor experience, as well as meaningful connection and interaction with the exhibiting Maisons. Several spaces have been expanded, allowing the event to host new brands and welcome the public over 3 full days!
Planning is already well underway for Watches and Wonders Geneva to ensure a unique week for the world of fine watchmaking, with a record 55 watch brands confirmed to take part in 2024. It’s a chance for industry professionals, connoisseurs and enthusiasts to come together, experience the latest products first-hand, engage and build meaningful connections. A new 7-day program has been designed with the Salon opening to the public from Saturday to Monday. Tickets can be purchased online from early February 2024, with student and weekend prices available.
The Watches and Wonders Geneva experience has been reimagined for 2024. It will now encompass two floors and feature new spaces for visitors to explore along with enhanced venues for meeting and discussion.
In addition to prestigious names such as Rolex, Cartier, Patek Philippe, IWC Schaffhausen and TAG Heuer, six new brands will be exhibiting for the first time, with Bremont on one side and Eberhard & Co, Gerald Charles, Nomos Glashütte, Norqain and Raymond Weil on the other. H. Moser & Cie. will also be making its return to the Carré des Horlogers.
The LAB, which serves as a window into the future of the industry, will take on a new dimension at the heart of the Salon, symbolically representing the importance of technological innovation within the manufactures. Here, startups, schools and engineers will reveal the secrets of tomorrow’s watchmaking. It’s an immersive, tactile and sensory experience for the curious and especially relevant to younger enthusiasts with career aspirations.
The heart of the City will be ticking even louder to the rhythm of watch movements, with a dynamic In The City program. A new Village Horloger will be created to showcase the wonders of fine watchmaking, its crafts, savoir-faire and talents. Major brands will also be joining the festivities with in-store activities featuring presentations and special exhibitions of their finest creations. The evening celebration – with its free concert – will be held on April 11 on the Quai Général-Guisan.
Watches and Wonders Geneva is aimed at all audiences and all ages, with a particular focus on younger generations who have shown a growing interest in the industry. The countdown begins as the whole city is getting ready to once again welcome the watchmaking event of the year!
Online ticketing early February 2024!
EXHIBITING MAISONS
A. LANGE & SÖHNE | ALPINA WATCHES | ANGELUS | ARNOLD & SON | BAUME & MERCIER | BEAUREGARD | BELL & ROSS | BREMONT | CARTIER | CHANEL | CHARLES ZUBER | CHARRIOL | CHOPARD | CHRONOSWISS | CYRUS GENÈVE | CZAPEK & CIE | EBERHARD & CO. | FERDINAND BERTHOUD | FREDERIQUE CONSTANT | GERALD CHARLES | GRAND SEIKO | GRÖNEFELD | H. MOSER & CIE. | HAUTLENCE | HERMÈS | HUBLOT | HYSEK | IWC SCHAFFHAUSEN | JAEGER-LECOULTRE | LAURENT FERRIER | LOUIS MOINET | MONTBLANC | NOMOS GLASHÜTTE | NORQAIN | ORIS | PANERAI | PARMIGIANI FLEURIER | PATEK PHILIPPE | PEQUIGNET | PIAGET | RAYMOND WEIL | REBELLION TIMEPIECES | RESSENCE | ROGER DUBUIS | ROLEX | RUDIS SYLVA | SPEAKE-MARIN | TAG HEUER | TRILOBE | TUDOR | U-BOAT | ULYSSE NARDIN | VACHERON CONSTANTIN | VAN CLEEF & ARPELS | ZENITH
A few months after its master event in Geneva, Watches and Wonders is back on the road. It’s off to China, where the Salon will take place in Shanghai from September 13 to 17, 2023. This third edition will feature 14 exhibiting Maisons and for the first time, open its doors to the public over the weekend.
A showcase of creative and dynamic watchmaking, Watches and Wonders Shanghai confirms the event’s proximity to its audience, as well as its ability to promote the watchmaking industry, giving it visibility through a series of immersive experiences.
Lovers of fine watchmaking will once again gather at the West Bund Art Center within a completely redesigned Pavilion. The first three days will be reserved, by invitation only, for retailers, the press and the brands’ end customers, while the general public is expected to attend for the first time on September 16 and 17, 2023 to experience a journey into the heart of time. Tickets will be available from August via the official Watches and Wonders WeChat mini-program, priced at 150 RMB.
Around the true stars of watchmaking, Watches and Wonders Shanghai has built a 360° itinerary encompassing all its dimensions: themed conferences, expert panels, workshops, and presentations of extraordinary expertise. Among the highlights, the exhibition “What time is it?” by Karine Bauzin, will be travelling from Geneva with a selection of some 40 photos. In this ethnographic work, the Swiss artist and photographer questions our relationship with time through a universal gesture.
Rendezvous in Shanghai in September!
EXHIBITING MAISONS A. LANGE & SÖHNE | ARNOLD & SON | BAUME & MERCIER | CARTIER | CHARRIOL | IWC SCHAFFHAUSEN | JAEGER-LECOULTRE | PANERAI | PIAGET | ROGER DUBUIS | SPEAKE-MARIN | U-BOAT | ULYSSE NARDIN | VACHERON CONSTANTIN
The excitement was palpable and there was a buzz in the city of Geneva which woke up to the first day of Watches and Wonders. This was the day everyone was looking forward to since 2020. The wonderful novelties that were unveiled at Watches and Wonders on day 1 were long awaited. The watch was on.
All the brands were eager to welcome trade partners and watch enthusiasts and the visitors were equally elated to see the wonderful novelties displayed in all their splendor. The fruit of the hard labor was ripe, and all the innovations were ready to see the lights.
The convention was kickstarted with a beautiful opening ceremony and several brands had keynote addresses. But the moment the novelties were unveiled the magic began.
The first day saw a mix of brands and here’s a rundown on day one at the most happening event.
Armin Strom: Orbit
What is unique about this spectacularly beautiful piece?
It is the world’s first watch with an on-demand date indicated on the bezel. The pusher at 10 when pushed shows the date on the bezel for a few seconds. The date hand when in the stationary mode, remains in its fixed position pointing at 12 o’clock.
Their signature bridges, hold the micro-rotor at the one o’clock position, and the equal force barrel at the 6 o’clock position. The watch comes with transparency that is unique in the watch industry highlighting the inner workings of mechanical watchmaking on the dial-side. It comes with an integrated bracelet and a contrasting ceramic bezel. A sport-chic watch that is flaunt-worthy.
The Alpine Eagle flying tourbillion is a watch made in Lucent Steel making it 50% harder and more luminous. The well-highlighted flying tourbillon placed at 6 o’clock has no upper bridge and you can see right through to the movement.
The brushed dial starts at the tourbillion moving outwards. With an integrated bracelet, the watch is simple and yet a delightful piece.
A comeback after a century, in an art-deco design, rectangular and true to its vertical brancards design the Tank Chionese is as simple and elegant as they come. With two additional brancards across the top and bottom of the square case, it evokes the portico design.
In a beautifully polished gold case, its iconic design and shape with “chemin de fer” and the hidden Cartier signature it is a watch that puts geometry in fashion.
As part of the Cartier Privé collection, there are six models in this collection. Three models, in yellow gold, rose gold, and platinum. Made to a limited 150 pieces per model. There are also additional 3 models with see-through dials and skeletonized movements. The traditional Chinese window designs are eye-catching and made in a limited quantity of 100 pieces each.
IWC Schaffhausen; Pilot’s Chronograph Top Gun Edition Woodland
IWC has new models in its Pilot’s Chronograph Top Gun Edition. We are going to talk about Woodland here. Featuring in sombre green ceramic with Ceratanium® at the case back and the pushers this watch looks as cool as the forests the pilots fly over. It is a double pusher chronograph, with the 30-minute and hour counter on the dial.
The indices look green but look nicely lit. Following the monochromatic design, the rubber strap continues to run in green with a fabric inlay. Each of the two models will be made in a quantity of 1,000 pieces.
A grade 5 Titanium, case making this an extremely light watch. The dial is in a blue gradient starting with a lighter centre and growing outwards to a darker blue. The assegai watch hands go so well with white gold indices adding to the elegance of the watch.
At the back is a see-through manual winding movement hand-finished and refined.
Tag Heuer forays into its first solar-powered watch with a TH50-00 caliber.
The dial is transparent and allows the sunlight to enter the movement to power it up. Just two minutes in full sunlight can power it up for a day. It also lightens up the Super-Luminova that features on the carbon bezel as well as indices. If the timepiece stops working exposure of 10 seconds to sunlight can restart the watch.
A sporty watch that professional divers can take down to the depth of 200 meters. Comes with a power-saving mode.
The moment journalists, retailers and clients of the 38 exhibiting Maisons have been waiting for… Watches and Wonders Geneva will finally open its doors on 30 March 2022, for a week filled with exciting discoveries. A vast digital system has been set up to allow invited guests and the general public to follow online either live or via replay all the action of the Salon, which is already shaping up to be THE watch industry event of the year.
While the press, retailers and guests invited to the Salon can already plan their personalized program on the watchesandwonders.com platform, in Geneva the excitement is reaching a fever pitch. The set-up of the different exhibition areas is already underway to ensure that visitors can be welcomed while respecting health measures. In the surrounding manufactures and ateliers, the watchmakers are putting the final details to the new watches and jewelry collections that will be unveiled by the Maisons on March 30.
For its first physical event under the name Watches and Wonders Geneva – since last year’s event was entirely digital – the Salon will focus on major launches, previews, exceptional pieces and numerous new wonders. Aside from being featured in the Touch & Feel sessions, products will also be at the heart of discussions over many organized events, such as the Morning Show, the panel discussions and the innovative projects unveiled in the LAB.
Broadcast live from the Salon every morning at 8 am CET on the watchesandwonders.com platform and on its YouTube channel, The Morning Show will be presented this year by Olivia Chang, a renowned business journalist. She will host this first morning program with cross conversations between brand leaders and industry experts to follow the news of the Salon and decipher new trends. She will be back again at 7 pm CET on the Late Show, a new rendez-vous that will review the day’s highlights. Also broadcast live and in replay, the program will feature a different guest each day, who will be invited to share his or her favorites from the Salon. The Late Show will also offer a summary of the keynotes from the Maisons held in the Auditorium, along with highlights of the exceptional pieces being unveiled by the 38 exhibiting brands.
A daily 45-minute panel discussion, hosted by watchmaking experts and other influential personalities, will explore the issue of sustainable development in greater depth. This theme, a particularly hot topic at the moment, will be addressed from different angles, such as transparency, responsible sourcing, innovation and the circular economy. Broadcast live from the Salon at 1 pm CET on the watchesandwonders.com platform and on its YouTube channel, the program will also be available in replay.
Located in the center of the Salon, facing the Carré des Horlogers, the LAB has been designed as an ideas laboratory. This space, showcasing nearly 15 projects, will present the technological and digital innovations of the exhibiting Maisons. Highlighting eco- responsible sourcing practices, upcycling, the use of new materials, new energy sources and strategic partnerships with sustainable associations and organizations, the various initiatives will enable visitors to discover all these innovations and gain a better understanding of NFTs (Non-Fungible Token) and the world of metaverse.
Watches and Culture will also curate the ‘Time Design’ exhibition dedicated to the evolution of wristwatch design through the ages. Imagined as a journey through watchmaking creativity and illustrated by more than 100 timepieces presented in showcases designed by students of ECAL (École d’art de Lausanne), the event will also pay tribute to the work of Mr. Gérald Genta. Five pieces produced by students of the HEAD art & design school in Geneva will invite visitors to question the display of time, while an augmented reality experience will immerse the viewer in the history of a few watchmaking icons.
A broadcasting area consisting of two fully equipped studios will be available for the Maisons who wish to stay in touch with those journalists who are unable to travel to Geneva. In addition, booths equipped with a VISIODOME, a system that proved its worth last year as an optimized way of presenting products remotely, will allow the Maisons to share their latest creations with a larger audience.
Everyone is working hard to make this long-awaited edition the greatest watchmaking summit ever held in Geneva! Just 30 days to go before discovering new watches and jewelry releases, previews, major announcements, exceptional pieces and other innovations.
EXHIBITING MAISONS:
| A. LANGE & SÖHNE | BAUME & MERCIER | CARTIER | CHANEL | CHOPARD | GRAND SEIKO | HERMÈS | HUBLOT | IWC SCHAFFHAUSEN | JAEGER-LECOULTRE | MONTBLANC | ORIS | PANERAI | PARMIGIANI FLEURIER | PATEK PHILIPPE | PIAGET | ROGER DUBUIS | ROLEX | TAG HEUER | TUDOR | ULYSSE NARDIN | VACHERON CONSTANTIN | VAN CLEEF & ARPELS | ZENITH
CARRÉ DES HORLOGERS:
| ANGELUS | ARMIN STROM | ARNOLD & SON | CYRUS GENÈVE | CZAPEK & CIE | FERDINAND BERTHOUD | H. MOSER & CIE. | LAURENT FERRIER | LOUIS MOINET | REBELLION TIMEPIECES | RESSENCE | RUDIS SYLVA | SPEAKE-MARIN | TRILOBE
