According to many market experts, 2024 became a significant year in the watch industry, as the number of interesting novelties in the premium watch segment skyrocketed. Bold trends and innovative technologies were captured by major watch brands, which brought a wave of new directions to the industry this year: from incredible dial palettes to rare collaborations and unconventional ways of wearing watches.
Trends in the World of Haute Horlogerie
Among the well-forgotten classics, new technological advancements, and design innovations in the watch industry, experts highlight the following trends:
Materials and Technologies.
Today, priority is given to the use of environmentally friendly materials in all components. Lightweight and durable titanium and ceramic watches with such qualities as hypoallergenicity and corrosion resistance, as well as the integration of smart technologies into classic models. A striking example is the trio of Zenith models made of blue ceramic, developed especially for the company’s 16th anniversary: Chronomaster Sport, DEFY Skyline Chronograph, and PILOT Chronograph. Ceramic allows for a wide color palette, but creating such a shade as the brand’s signature blue is a complex and time-consuming process.
Style and Design.
Minimalism with restrained elegance and laconic decor is at the forefront, along with thin cases featuring concise yet vivid dials, compact watches with cases of unusual shapes (oval, octagonal, asymmetrical, etc.). For instance, Ulysse Nardin set a world record with its new Diver (Air) model, creating the world’s lightest diving watch weighing only 52 g including the strap. This was made possible because 80% of the case content consists of air — hence the name of the novelty.
Bright Palette and Textures.
More and more dials are being presented in burgundy, dark olive or emerald, chocolate and coffee shades, ultramarine blue, acid green, or daring neon red colors. Also popular are unique textured surfaces featuring relief, unusual engraving, and guilloché. Take a look at the limited-edition Club Sport Neomatik Worldtimer collection, where color is the main design focus. The series offers restrained silver and sunburst blue or one of six limited colors, released in only 175 pieces: from bright yellow and red to pastel tones. Each model has a different color scheme, yet the interplay of shades is magnificent throughout.
Unisex Versions.
These watches combine classic and modern elements appealing to both genders. However, the smooth and subtle unisex style increasingly resembles a revival of vintage watches. Massive men’s watches are no longer a must-have, and the trend toward miniaturization has penetrated men’s style due to comfort and versatility. Conversely, women’s watch fashion has embraced more robust models.
Bracelets and Straps.
Here, emphasis is placed on the texture of straps and the length of bracelets, which can wrap around the wrist several times.
One cannot overlook the trend in luxury watchmaking of expanding collections with models that maintain high quality but are more affordable. This certainly does not eliminate the gap between luxury and budget models, but more and more fans of Swiss watchmaking can now afford a piece from their favorite brand.
Technological Watches and New Releases 2025
The models presented by Swiss watch brands in 2025 have delivered real surprises, reflecting the latest trends and technological achievements. According to experts, the top ten include several world-famous brands.
Rolex
The brand’s Land-Dweller model from the new Rolex Oyster Perpetual Land-Dweller collection introduced a revolutionary self-winding mechanism. The Caliber 7135 Dynapulse offers high energy efficiency and accuracy, allowing time tracking to 0.1 seconds. Externally, the model remains harmonious but is 2.3 mm thinner, and the Flat Jubilee bracelet is integrated with an invisible Crownclasp.
Patek Philippe
The movement of the model reference 5308G-001 from the Grand Complications collection became the most memorable, as it includes four complications, two of which are patented innovations. These are the anti-backlash wheel that prevents chronograph clutch friction and the isolation system that stops energy consumption when the split-seconds hand is halted. The watch is equipped with a minute repeater and perpetual calendar, and the blue dial features a “sunburst” pattern.
Audemars Piguet
The brand’s automatic Royal Oak 26545XT.OO.1240XT.01 model is equipped with the new Caliber 8100, combining chronograph precision with a slow flyback function and the elegance of a floating tourbillon. Made from BMG titanium alloy in only 150 pieces, the watch embodies brilliance, lightness, and durability. Despite being just 39 mm thick, the model includes a bezel, sapphire crystal and anti-reflective caseback, ceramic pushers, and a screw-down crown, ensuring superb legibility, accuracy, and longevity.
Cartier
The company has revived the famous 1920s watch in an innovative way: the Tank à Guichets models retain the iconic design but feature a refined mechanism. Three new versions are made of yellow, rose gold, and platinum with symmetrical display windows, while the fourth limited platinum edition features asymmetrical apertures, just like the original prototype.
Hublot
In 2025, the brand celebrates the 20th anniversary of the Big Bang collection by introducing five versions of the Big Bang 20th Anniversary “Master of Sapphire,” where the main case material is sapphire in various colors: transparent, blue, violet, dark blue, and neon yellow.
Vacheron Constantin
Marking a historic milestone — 270 years since the founding of the manufacture — the company presented the unique Solaria Ultra Grand Complication model with 41 complications. Additional functions include time-related innovations: Gregorian perpetual calendar, chime, split chronograph, astronomical indications, and more.
Jaeger-LeCoultre
The highlight of the brand’s new Reverso Tribute Monoface Small Seconds model is the Milanese bracelet woven from 16 meters of gold wire. The dial features a grainy texture, and the case is crafted from rose gold.
A. Lange & Söhne
The brand’s new unique model, Minute Repeater Perpetual, features a four-component dial with multiple counters, coated in black enamel, enclosed in a platinum case, and offering a rare combination of complications.
Roger Dubuis
The brand’s new model combines a perpetual calendar, tourbillon, and minute repeater that chimes with a tritone — a distinctive new harmony. The RD118 caliber consists of 648 components.
Bulgari
The debutant of the 2025 world exhibition impressed attendees with the record-breaking Octo Finissimo Ultra Tourbillon model in a titanium case only 1.85 mm thick. Its highlight is the floating tourbillon. The integrated bracelet is also made of titanium.
