For lovers of Haute Horlogerie, the term “fashion watch” is often akin to a cuss word. But one doesn’t have to dig very far into the history of fine watchmaking to realise just how much we have to thank fashion labels for, and how the best fashion watch brands are serious watchmakers. In the 1980s, following the darkest period in luxury horology’s history, during which time quartz watches had threatened to extinguish the craft entirely, it was fashion brands that changed the way watches were seen and worn. Although it seems a bit counterintuitive these days, the idea of a watch as a throwaway accessory helped the luxury industry prosper, simply because it suddenly made watches seem desirable when, in the past, they’d just been viewed as necessary. And rare as it is, there are some excellent watchmakers in the world today that began life as fashion brands, before making a huge investment in proper manufacturing. These are some of the brands that successfully crossed the divide. Bulgari When it comes to transforming a reputation, Bulgari wrote the book. With some of the most impressive manufacturing feats of the past decade to its name (who can forget the Bulgari Octo…
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