Precision & Prestige: Chronicling the Emergence & Evolution of the Luxury Fashion Wristwatch

Abstract

This thesis explores the intricate relationship between haute couture and haute horlogerie, exploring the evolution of wristwatch collections from premier fashion houses. Starting with a poetic contemplation on the nature of time, influenced by philosophers, poets, and scientific advancements, it shifts focus to the physical manifestation of time through the wristwatch. This accessory transcends its functional role, embodying social, emotional, economic, and existential dimensions. The historical journey from ancient timekeeping methods to the precision of modern mechanical watches sets the stage for an in-depth analysis of the wristwatch's evolution as both a technical marvel and a fashion statement. Marked by significant technological advancements and shifts in societal perceptions of time, this research highlights the transition of wristwatches from practical tools to emblematic instruments that signify beyond their functional purpose. By examining the entry of haute couture and luxury brands into the world of haute horlogerie, the thesis seeks to understand how these iconic labels have balanced their unique brand identities with the stringent standards of high-end watchmaking. Through case studies of Dior, Hermès, and Chanel, it investigates the historical and contextual factors influencing their wristwatch collections. The central research question probes the evolution of these brands' initial wristwatch collections, focusing on the transformative impact of design, craftsmanship, and industrial advances. This exploration is set against the backdrop of global watchmaking centres and the fundamental role of Place Vendôme in linking haute couture with precision watchmaking, iv offering insights into the seamless integration of fashion and functionality in the realm of luxury timepieces. In investigating the trajectory of these brands’ initial wristwatch collections alongside their brand heritage and methodologies, this research will employ a multifaceted theoretical analysis approach. Drawing upon a wide array of historical documentation, fashion archives, and industry reports, the study aims to dissect the nuances of brand evolution in the context of watchmaking. Comparative analysis will further illuminate the distinct strategies adopted by the brands mentioned above, shedding light on how each brand’s unique identity and aesthetic have been woven into their timepiece collections. Through this lens, the research will critically assess the interplay between tradition and innovation, scrutinizing how historical significance and contemporary advancements converge within these wristwatch collections. This methodical examination will enable a deeper understanding of the symbiotic relationship between luxury fashion brands and high watchmaking, offering new perspectives on the enduring legacy and future endeavours of luxury fashion brands venturing further into high watchmaking.