According to Brian Duffy the chief executive of Watches of Switzerland women are spending more money on average than man on watches.
Duffy said, “We have a 70/30 split between sales of men’s watches versus women’s watches, but our experience is that there are a lot of women buying our products, with a higher average price spent.”
He added, “We have a very broad appeal. The average age is not increasing, and the products really appeal to millennials as much as they did to any previous generation.”
His comments come as there has been a jump in sales in Rolex, Omega, TAG Heuer, Cartier and Breitling watches.
In the three months to 28 July sales were up by 17.8% to £209.4m, £54.4m was taken from the US market and £155m in the UK.
Luxury watch sales were up by 22.8% to £177.4m for the same period a year ago, but luxury jewellery sales dropped by 4.6% to £16.2m.