The Perfect Match: Watch Brands And Their Fashion Counterparts
5 min read
There is an unsaid personality to every brand but when it comes to fashion and watches there are a few that speak the same language, here’s your breakdown into watch brands with their fashion alter-egos.
When it comes to brands there is an immediate personality that comes with them, the effect is almost instant, you build that perception and somehow know exactly what mood it exudes… take Rolex for instance, its robust, confident, bold, and definitely makes a statement and somehow this is true for every watch they make! Today we take this exercise a step further, perhaps a notch higher and a level deeper, we’re trying to find counterparts in the world of fashion for all our favourite watch brands.
Amongst the finery of watchmaking, brands have for eons worked on a particular aesthetic, style, and persona that is weighed by way more than just the watches they make, it's the people they associate with, events they sponsor, titles they support, and even their brand tonality on the whole. The same can be said for fashion brands, they are equally passionate about what they reverberate and there is definitely a synergy that can’t be missed, so let's begin.
It's only fair to begin with the first brand of watches—Breguet. In terms of aura, the brand presents a serious case of old money, a very #iykyk (if you know you know) vibe and most importantly, it still remains to this day the godfather of so many complications and features that are used across the board, did someone say Breguet Hands? You know what I mean. So it's only fair to equate it with an equally compelling brand and for me it's definitely Chanel. From the tweed to the pearls to making monochrome timeless and crafting silhouettes that will never go out of style, Chanel is a brand that shall be iconic for years on end. What these two brands truly have in common is their appeal lies in their archetypal elements that were developed well over a century ago and are still relevant to this day. It’s what people still want them for, they don’t need to evolve, they piqued when they were born and have never been irrelevant since.
Next is a synergy I have been thinking about for a long long time, ever since Succession concluded actually, the question that kept hounding me was what is the quiet luxury watch brand? The answer is simple—A. Lange & Söhne. With their minimalist yet capacious value, the simplistic yet complex ethos, and more than anything else, an attitude that only those with the keenest eye can spot, they have the quintessential qualities of the ultimate quiet luxury brand even though they have one of the loudest (sounding) minute repeaters in the market. The fashion counterpart for this one is obvious, Loro Piana, their elevated basics philosophy that features the first fabrics and materials that money can buy combined with beautifully cut silhouettes, it's a win-win.
And now for the one that is hot and new on the block, the despicable and playful nature of H. Moser & Cie. and its uber-chic aesthetic and challenging nature of what the rules should be has made this independent brand a permanent feature in most collector’s collections, every watch fair’s staple and a brand everyone is constantly looking towards to know what’s gonna happen next. While there are a lot of fashion brands that also embody the same energy, one that comes pretty close is Jaquemus. Their break-the-stereotypes theory runs deep in the brand’s veins and immediate viral quality compliments H. Moser & Cie. without missing a beat. Plus it helps that they are both products of the early 2000s, riding the wave of change and adapting to its current ardent audience with enough ammunition.
Now let's explore a more classic pairing, Cartier and Dior. Both French, both dipping into their roots and reinterpreting them for the audience today, both seamlessly fit into a variety of styles with ease whilst still carrying a smidge of that chutzpah factor that makes them a statement piece, the simile writes itself. Undeniably chic and achievers of the ‘must have’ status, the strength of both of them lies in their dextrous yet individualistic array of offerings, there is one for everyone.
While this is something I can go on and on about, this of this as an amuse-bouche of pairings that you could use for the next time you dip into your collection and wonder what it would match best, we all know that while looks are important, personality trumps everything.
