The tastes and preferences of timepieces vary around the world. Italians may be more interested in trends and choose fashionable items, while Americans might prefer Swiss brands. Japanese clients enjoy a mix of aesthetics and functionality. LUXUO reveals in 2023 the most popular watches from Germany, Italy and Switzerland.
German Timekeeping
The Swatch MoonSwatch “Mission to the Moon” conquered the hearts of German watch enthusiasts in 2023. Germans place a high value on quality and punctuality. While the MoonSwatch hasn’t fulfilled this mission directly, the Omega Professional Moonwatch has been known to save lives with its precise movement. The thrilling story took place in 1970 during the Apollo 13 mission, when an explosion on board disrupted the craft’s electronic equipment. The historic Omega Moonwatch‘s hand-wound movement was so accurate that it could be used to measure engine burns, allowing the spacecraft to reposition itself and eventually return safely to Earth. Omega Moonwatch was a historical highlight, but the Moon Landing of 1969, when Neil Armstrong wore it on his wrist, is the most notable. This rich history inspired Swatch to launch 11 “Mission” models in 2022, each named after a celestial body in our solar system, and each in a different corresponding colour. The most popular variant in Germany is also the most classic in terms of design: The Mission to the Moon’s gray case and black dial harkens back to the original that inspired it, the Omega Moonwatch. In second place is the Rolex Datejust 41, while third place is once again taken by a MoonSwatch: this time the “Mission to Uranus”. The icy blue case of this timepiece and the matching dial are meant to mimic Uranus. Uranus is a planet mainly made up of Ice. Germans put more emphasis on details, such as engineering and utility, when it comes watches. They choose robust designs over complicated ones and prefer quality and technical superiority to aesthetics. Take, for instance, German manufacturers the likes of Glashütte Original and A. Lange & Söhne that highlight sobriety over-exuberance.
Italian Style
It’s no secret that fashion and aesthetics hold a special place in Italy and are deeply rooted in Italian culture. Italian watch trends in 2021 showed a clear preference towards the Rolex Daytona. Since then, the market dynamics has changed dramatically. Interest has shifted in favour of the Swatch MoonSwatch, which helped make the “Mission to the Moon” variant the most popular watch in 2023 not just in Germany, but in Italy, too. The popularity of the MoonSwatch is not unfounded: Its simple colour scheme makes it a great accessory for any outfit, and at USD 260, it’s eminently affordable. The second most popular watch in Italy in 2023 was another MoonSwatch, the “Mission to Mercury.” The design was inspired by the planet Mercury, which is why the timepiece shines in a gray case and dial. The MoonSwatch “Mission to Saturn” took third place in Italy this year. The watch has a beige case and a subdial at 6 o’clock that looks like the planet Saturn with its seven rings. One of the reasons for the model’s success is certainly its sporty yet elegant design. The MoonSwatch appeals to both watch enthusiasts and fashion-conscious people who enjoy the rich history behind the Omega Speedmaster Moonwatch.
Japanese Sensibility
Our survey of the top 2023 watches in Japan is very different than the other countries. You might think that Seiko is the most popular watch brand in Japan, but the reality is surprising – Citizen has emerged as the real favorite. Citizen Tsuyosa seems to be the favorite among Japanese watch fans in 2023, thanks to its unique light-blue dial. With its integrated bracelet and elegant oval case, it strongly resembles the Tissot PRX – a perfect blend of functionality and aesthetics. Citizen is so popular in Japan that their Tsuyosa model, with its deep yellow dial, is the second-most popular. Rolex Oyster Perpetual in 36mm was the watch that came third, and it surprised everyone with its elegance. The watch is simple and functional, with only three hands. It also lacks complications like a date display. Rolex Oyster Perpetual watches are now available in vibrant colours, from dark blue to coral red, since 2020. The range of color options brings a little excitement to an otherwise simple watch. Its popularity in Japan is a reflection of the varied tastes and preferences among Japanese watch enthusiasts.
American Finesse
The top three most popular luxury watches are all iconic. The Americans may be choosing only the highest quality movements made by Swiss manufacturers. Perhaps more so in the United States, a watch is also a status symbol and the Rolex is the personification of personal success and achievement and gives the wearer instant credibility. It is likely that the 41-mm Rolex Datejust was the most popular watch in 2023 among Americans. This model features a fluted bezel made of white gold, which refracts the light in a dazzling way. The Datejust 41 is so popular among Americans that it was the second most popular timepiece in the US by 2023. The second Datejust 41 has a stainless steel bezel, unlike the first Datejust 41. The Datejust dial is available in many different colours, including mint green and slate gray with a wave design. There are also a number of hour markers to choose from, such as Roman numerals, or line indices. It’s worth mentioning that few if any, brands bank on shine as much as Rolex. Rolex watches will always outshine their competitors, whether they are made of steel or gold. Americans are also very competitive. Omega Speedmaster Moonwatch was the third most popular watch among Americans in 2023. There is a link in American history to the OMEGA Speedmaster Professional Moonwatch, having been chosen by NASA in 1965 for all manned space missions. It has been part of some of the most important explorations in space and was the first timepiece worn on the Moon during the Apollo 11 landing of 1969. The nostalgia and patriotism of the Americans is palpable. Unlike Italy and Germany the Moonwatch hype has not yet reached the United States. As a result, Americans seem to be more enthusiastic about Omega’s high-end counterpart.
UAE Prosperity
It is well known that United Arab Emirates shoppers are wealthy and have a taste for high-end goods. MoonSwatch is a watch that has been receiving a lot attention in 2023. Emiratis seem to be particularly enthusiastic about the striking gray-on-gray “Mission to Mercury” version. The 41-mm Rolex Datejust was a better cultural fit this year and came second in the UAE. The same luxury watch is preferred by both Americans and Emiratis, featuring the same eye-catching white gold fluted bezel. In our study of UAE watch data, we found that the MoonSwatch is once again ranked third. This time, it’s the ice-blue “Mission to Uranus.” However, there may be more to this colour preference than just aesthetics: In Arabic culture, light blue is associated with happiness and prosperity, as it is linked to paradise in the Islamic tradition. This light blue part of the Mission to Uranus might be a lucky charm.
Chrono24.com provided all the facts and data in this article.
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