Selling watches in his and hers models is redundant, restrictive and outdated , says luxury retailer.
Watchfinder & Co. has removed gender classifications from its website and launched a campaign for all jewellery to be made genderless.
Celebrities are also banishing obsolete stereotypes with the likes of Jay-Z, Kanye West and Victoria Beckham regularly seen wearing watches originally labelled for the opposite sex.
Analysis carried out by Watchfinder & Co found other manufacturers have made men s watches smaller and women s watches larger - but still haven t ditched gender stereotypes altogether.
Celebrities are also banishing obsolete stereotypes with the likes of Jay-Z, Kanye West and Victoria Beckham regularly seen wearing watches originally labelled for the opposite sex
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