Policies & IssuesNov 10, 2020
Diversity, Equity and Inclusion: Why They MatterWatchesApr 08, 2021
Watchfinder & Co. Axes Gender Labels
The company is now classifying watches by size instead of gender and encouraging other retailers to do the same.
A Tudor Black Bay Chrono timepiece ($4,900 with a strap, $5,225 with a bracelet). Watchfinder & Co. announced recently that it is removing “outdated” watch gender labels from its website. (Image courtesy of Watchfinder & Co.’s website)
New York—Watchfinder & Co. has removed gender labels from its website, a classification co-founder Matt Bowling called “redundant, restrictive, and outdated.”
In lieu of being labeled “men’s” or “women’s,” watches on the website are now classified as small, medium, or large.
In addition, the company has teamed up with America’s Next Top Model judge and fashion photographer Nigel Barker on a campaign to encourage manufacturers to help make genderless jewelry and watches the industry standard.
“I believe fashion is a form of self-expression and that people should be able to wear and express themselves however they want, in whatever they feel comfortable in,” said Barker in a press release about the label removal.
“When it comes to watches people should be able to choose whatever they want, as we all have our own style, and that shouldn’t be dictated to us by anyone.”
Choosing a watch based on gender may be falling out of fashion, said Watchfinder, noting celebrities like Jay-Z, Kanye West and Victoria Beckham have been spotted wearing watches labeled for another gender.
For example, Kanye West was seen wearing a 22 mm Cartier Crash, a smaller watch geared toward women, while Victoria Beckham is often seen wearing a larger 40 mm Rolex Daytona.
Related stories will be right here …
In lieu of being labeled “men’s” or “women’s,” watches on the website are now classified as small, medium, or large.
In addition, the company has teamed up with America’s Next Top Model judge and fashion photographer Nigel Barker on a campaign to encourage manufacturers to help make genderless jewelry and watches the industry standard.
“I believe fashion is a form of self-expression and that people should be able to wear and express themselves however they want, in whatever they feel comfortable in,” said Barker in a press release about the label removal.
“When it comes to watches people should be able to choose whatever they want, as we all have our own style, and that shouldn’t be dictated to us by anyone.”
Choosing a watch based on gender may be falling out of fashion, said Watchfinder, noting celebrities like Jay-Z, Kanye West and Victoria Beckham have been spotted wearing watches labeled for another gender.
For example, Kanye West was seen wearing a 22 mm Cartier Crash, a smaller watch geared toward women, while Victoria Beckham is often seen wearing a larger 40 mm Rolex Daytona.
Watchfinder’s analysis showed that while brands are seemingly reluctant to move away from traditional gender classifications, they have been picking up on the sizing trend.
Rolex recently upped the size of its 26 mm “Lady” Datejust to 28 mm and increased the size of its Ladies’ Pearlmaster by 10mm, from 29 mm to 39 mm.
Tudor, a Rolex-owned brand, just launched a smaller 39 mm version of its Black Bay diver’s watch while IWC introduced a smaller version of its classic Pilot watch at 36 mm.
“By removing the men’s and women’s categories from our business, we are encouraging customers to explore and discover more watches, helping them find the right watch for them,” said Bowling.
Editors' Picks
Sponsored by
More on Watches
The Latest
SourcingAug 19, 2025
Dubai’s Jemora Group Buys Diamond Miner LucapaThe investment company, founded by Dev Shetty, has acquired the struggling miner and its assets, including the Lulo mine in Angola.
ColumnistsAug 19, 2025
Peter Smith: The Arrival Fallacy and Jewelry RetailSmith shares wisdom he gleaned from a podcast he was listening to one morning while being walked by his dog, a Malshi named Sophie.
CrimeAug 19, 2025
Customs Seizes 7,300 Pairs of Fake ‘Alhambra’ EarringsThe counterfeit Van Cleef & Arpels jewels would have been worth more than $30 million if genuine.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
MajorsAug 19, 2025
MJSA Apprenticeship Program Is Nationally RecognizedThe MJSA Mentor & Apprenticeship Program received the Registered Apprenticeship Program designation by the U.S. Department of Labor.
Weekly QuizAug 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsAug 18, 2025
Verragio’s Michael Barabash, a ‘Kind Soul,’ Dies at 58Barabash, Verragio’s client relations representative, was a vital member of the team and is remembered as being warm and full of life.
CollectionsAug 18, 2025
John Hardy’s New ‘Dot’ Collection Is on PointOriginally introduced in 1992, the “Dot” collection is back with a capsule featuring five archival designs and three new creations.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
Events & AwardsAug 18, 2025
IJO Announces 2025 Vendor of the YearAllison-Kaufman has received the honor for the fourth year in a row.
FinancialsAug 15, 2025
In Q2 Results, Pandora Talks Tariffs, Q4 Plans The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.
EditorsAug 15, 2025
Piece of the Week: Etho Maria’s Showgirl-Approved Ruby Drop Earrings Taylor Swift dons the vibrant pair in new promotional imagery for her upcoming album, “The Life of a Showgirl,” set to release in October.
MajorsAug 15, 2025
Rio Grande Names New Marketing DirectorNicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.
CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.
MajorsAug 14, 2025
Casio America Names New CEOLongtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LAThe full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
SourcingAug 13, 2025
ICA Names 2025 Board of DirectorsThe board elected 9 new directors at its recent ICA Congress in Brazil.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better HeadshotColumnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge JewelerThe retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
