The wristwatch in the smartphone era

L'orologio da polso come oggetto intramontabile

Our event dedicated to Swatch vintage is just around the corner, and for the occasion, we asked ourselves: why, in the era of smartphones, is the wristwatch far from becoming an extinct object?

The question is valid because mobile phones have become true body extensions that we rely on for any type of activity, even the more complex ones like managing files, processing photographs, and planning appointments.

Inside and Outside the Luxury Market

On the one hand, data tells us that the market for luxury wristwatches is more alive than ever, fueled by the high-spending market segment that views the watch as a status symbol but also a true investment. For example, in the new market, Rolex reached a record of 10 billion in revenues in 2023, with an 11% increase compared to 2022 (according to data from the Morgan Stanley and LuxeConsult report). Other major historic watch brands are also doing well.

The trend is positive also for the secondhand and collectibles market. Increased attention to historic models and those discontinued has led the market to grow steadily, reaching 22 billion dollars in sales in 2021. Whether new or used, the luxury watch is an increasingly widespread safe haven asset because it preserves its value, and in some cases, it even increases over time.

But even outside the luxury market, watches are in great shape. According to the data from the Swiss Watch Industry Federation (FH), in 2023, Swiss watch exports showed a 7.6% increase, reaching 26.7 billion Swiss francs. Of this, 25.5 billion comes exclusively from wristwatches.

The Hidden Functions of Watches: More Than Just Telling Time…

At this point, we can already answer the initial question with a clear: no, smartphones have not replaced wristwatches. Watches, as we will see in the following lines, maintain their appeal precisely because telling time is just one of many functions, many of which are symbolic and hidden.

First, let’s observe that checking the time on a wristwatch is a very immediate action, while with a phone, you have to search for it in your pockets or bag, activate the screen, and then put it back. The movement of raising the forearm to check the time is so ingrained in our gestural repertoire that it makes us all equal in the democracy of time.

Giving a watch or passing it down from one generation to another represents the desire to preserve a common memory and the intention to build a shared future. The watch, beyond telling time, symbolizes time itself.

When we receive a watch as a gift, it enters our daily lives, resisting changes in fashion and habits, and for this reason, it symbolizes the strongest bonds like love and friendship. In the relentless flow of daily activities, where time always slips away too quickly, the watch is a gentle reminder to stay anchored to the here and now, trying to make the most of every moment.

Finally, the watch is a symbol of success and prosperity. We often buy or gift one to mark important events and life achievements: a promotion, a birthday, an anniversary.

So: What Time Is It?

Asking “What time is it?” is actually a question we tend to ask less and less. Between mobile phones, computers, and digital displays at public transport stops, time is one of the easiest pieces of information to find.

The fact that the wristwatch continues to accompany our days shows that it is not a simple object with a specific function, but a bearer of archetypal meanings that deeply connect us as a community.

And on this note, we remind you that the time for “S… Watch Out” is approaching. Saturday 23 and Sunday 24 March, at the Di Mano in Mano store in Milan, there will be an exhibition dedicated to over 500 vintage Swatch watches produced from 1986 to 2006, featuring iconic lines like Irony Chrono, Pop, Swiss Art, Scuba 200, and much more! A must-see opportunity to go back in time with a piece that accompanied an entire generation.

Here are some preview images directly from the exhibition at the Milan store!