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From runway to wrist, these aesthetically refreshing designs from capital-F fashion houses are a big middle finger to the self-seriousness of luxury watchmaking.
Often unfairly maligned, fashion watches have gotten a run of bad press over the past half-decade. As luxury watchmakers continue to reach an ever-widening international audience (thanks to pop culture, social media and the joys of doom-scrolling during a pandemic) many have wondered aloud why you’d buy anything that is essentially purpose-built to pad a fashion house’s bottom line. That’s a shame really, since designers and the many maisons that amplify their creative voice have often brought a fresh dynamic to the often stuffy antics of the Swiss watch industry.