Demna’s influence at Gucci now reaches from the sample room to the sales floor. As the house’s decline begins to ease, his broader overhaul faces its commercial test.
Built to be serviced and handed down, fine timepieces already have an environmental advantage over other accessories, but these particular watches from ID Genève, Citizen, Chopard, Oris and Ulysse Nardin pair specific environmental commitments with serious horological credentials.
For much of the past two decades, luxury watches seemed to move in only one direction: bigger. Cases stretched past 40 millimeters and sports watches grew increasingly imposing as brands built entire identities around watches designed to announce themselves from across the room. Now the pendulum is swinging back.