What is the statement watch anyway? Do I really need to buy one? And if I want to buy one, what do I need to decide ahead of time and what should my budget be?
A lot of Executive Chic readers have been asking these questions. And several readers have been already sending in suggestions and advice. Clearly there’s a lot of energy and a certain amount of mystery around this topic, so let’s get the conversation going!
Ms. Incognita will lay out some of the fundamentals of statement watches in her next 2 blog posts. But all you Executive Chic chicks out there are encouraged to weigh in as well. This is a subject where opinions can differ. It’s also a subject where some readers have a lot of technical expertise and where even more readers have well-cultivated personal taste. We’ll all end up a little wiser by contributing our views.
This week’s post covers the following aspects of the topic:
- What is a “statement” watch and why might I want to buy one?
- What are some of the other reasons for buying a watch and what impact do they have in the executive suite?
- If I do decide to buy a statement watch, what factors do I need to take into account in deciding what style or look to buy?
Part Two on statement watches will appear next week and will cover the following questions:
- What should my budget be for a statement watch and what are some good brand options at different budget levels?
- Where can I buy a statement watch and what are the pros and cons of each option?
So just what IS a statement watch anyway?
Well, the phrase really says it all. The statement watch is the watch that signals to others that you are invested with authority and rank in an organization or that you are ready to play such a role. Think of it as the equivalent of your most authoritative boardroom outfit……..except perhaps even more versatile since you can also wear it in more casual workplace settings to discreetly signal your position.
Why rely on a watch to do this? Why not simply rely on other elements of your professional wardrobe to send this message? Ms. Incognita admits that it took her a while to “get” the value of a watch in making a statement. Just like many of her senior management sisters, she has a strong pragmatic streak. If an inexpensive version of something works just as well as a more expensive version, why spend the money, even if you have it? Life’s too short—let’s get on with it and focus instead on our leadership agendas!
However, it turns out our male counterparts actually perceive these things slightly differently. While perhaps no surprise to us based on our personal experiences, neuro-scientific studies confirm that male created or dominated groups usually have some hierarchal dynamics going on. No matter how much the organization believes it’s egalitarian and collaborative, there is inevitably some form of pecking order that may or may not be related to title and some form of one-upmanship in play, even if that form is mainly jocular.
This dynamic also gets expressed visually. However, men are seldom as analytical as women when it comes to noting all the various elements of a visual look. For many men, if the overall impression is professional and authoritative, that’s as far as the analysis goes, at least for the purposes of quickly assessing rank.
But there are exceptions to this generality, and those exceptions tend to be gadget-y in nature—one’s car, one’s electronic paraphernalia, and—you guessed it—one’s watch. Executive men are more likely to recognize prestige watches than prestige clothing, and they frequently check out another man’s watch as a clue to his rank—i.e., as to whether he’s really a player or not. Certain iconic watches make this statement. Their shape and design are easily recognized, just like a Jaguar or BMW. And like those cars, these watches are a way of signaling rank and status in a hierarchy.
The Cartier Tank Francaise
Why would I want to buy a statement watch?
Well, just because this watch-mania may exist, that doesn’t mean that executive women should jump in. If you truly aren’t that interested in watches, then for heaven’s sake, don’t feel pressured to invest money in a statement piece! Unlike an insufficiently professional wardrobe, the lack of a statement watch is unlikely to adversely impact your overall image and credibility.
However, while not essential, a statement watch can certainly be a plus—a very effective tool for reinforcing the point that you have arrived or are on track to do so. Over the course of our careers as women in senior management, we will face many complicated challenges in which we will need to prove ourselves. For those of us who want every edge we can get in surmounting those challenges, it’s nice to have the easy, more superficial stuff nailed down. In that sense, the statement watch is the gift you give yourself that keeps on giving—a visual reminder to our male counterparts that we are every bit their equal in the pecking order…..and often more!
The Movado Museum
There may be some value to a statement watch, but what about other reasons for buying a watch?
This is a good question, because it’s important to get clear on your personal motivation for buying a watch before you make your purchase. Too often we buy a watch for one reason (for example, style and fashion) and assume it’s a suitable watch for other reasons (for example, making a statement as to your authority and stature). That assumption is frequently not true. Getting clear on your primary reason for buying a watch will help you make good decisions on all the other factors you need to consider, including budget and brand.
The following are all additional valid reasons for buying a watch, but they may or may not overlap the reasons for buying a statement watch. Decide which reason matters the most to you, and let that control all your other decisions major decisions as you consider what to purchase. Any additional reasons that appeal to you should be factored in only after you have narrowed your selection down to a manageable set of choices.
Investment
Certain high-end watches actually increase in value over time, although many watch experts now believe this is less likely to be true nowadays than in the past. If the most important factor to you in buying a watch is its long-term investment value, be prepared to spend a significant amount and be sure to research options in advance by visiting respected watch dealers and watch websites.
Generally, a watch bought for investment purposes will also have some cache as a statement watch. However, because it might be rarer and not immediately recognizable, the statement that it makes may be pretty muted. Don’t expect it to have as much impact on others as a better known watch.
Performance
Well, clearly you want whatever you buy to actually keep time and to do so accurately! In addition, a lot of ink has been spilled on the subject of advanced performance, including the ability of a watch to withstand extreme conditions and to perform well over time. If you are the performance-driven buyer, you again should be prepared to do your homework and quite likely pay a premium price.
Ms. Incognita’s opinion? The process of manufacturing watches has improved so much over the years that performance is no longer as big an issue. Almost all watches except those that are really cheap will perform well in normal office and social settings. Performance becomes relevant only if (1) you expect to be wearing your watch in extreme conditions or (2) you want to make a statement in a hard-charging, ultra-competitive culture (investment banking, for example) where your position in the hierarchy might be signaled by the technical complexities of your toys.
Fashion
Trends come and go in watches just as they do in clothes, and many of those trends can be quite attractive and chic. If fashion is your main consideration in buying a watch, be prepared to buy watches more frequently to avoid looking dated. This means either having a big budget, or buying at the low end of the price spectrum.
Be aware that the statement ROI for the fashion-driven buyer is usually pretty small. The more influential management colleagues (board members, CEO, peers) seldom pay attention to watch fashion except to unfavorably notice styles they consider too trendy. Follow watch fashion if it’s personally satisfying, but don’t expect it to give you the professional image boost that you would get from wearing a statement watch.
Personal Expression
Some executive women choose to wear a watch as a unique form of personal expression. Their choices range over a wide spectrum—for example, a man’s version of an old classic; a traditional watch but in a vivid color; or an athletic or technically complex watch. In their attire, they are the picture of professionalism. In their watch, however, they are boldly or subversively signaling, “This is who I really am.”
There is something very appealing about this approach, and it can be a fun way of branding yourself. Nonetheless, if this is the route for you, be sure you are already broadly respected for your work and abilities so that your key constituencies don’t draw the conclusion that your nonconforming timepiece indicates that you’re a flake. And for the same reason, be sure the rest of your outfit is classically business appropriate. A personal expression watch should be the equivalent of a sly wink.
The Ebel Classic Wave
Now that I’m finally committed to buying a statement watch, how do I figure out what style to get?
Stainless steel or gold? Metal wristband or leather? Feminine, mannish, or in-between? Simple or elaborate?
No matter what budget level you think is appropriate for your status and income, you are probably spending a little more than you normally do when you buy a statement watch. And that increases the pressure you feel to make the “right” decision. Ms. Incognita remained paralyzed for several years before her buying her first statement watch. The selections just seemed too overwhelming, and for every good reason to make one style choice, she could think of an equally good one for making another.
Ms. Incognita is clearly not wired to make your decision for you nor should she even if she wanted to! However, after learning from experience and talking to a few other executive women, she has in fact gathered a few useful tips and observations. These will give you a good foundation as you think through what look will work best for you.
- Versatility is a consideration. If you’re going to spend some money, you want to be able to be able to wear your watch with a number of different outfits in a number of different settings. Do you favor silver jewelry? A stainless steel watch may work best for you. Does your wardrobe generally favor brown and cream tones? You may want to select a gold watch instead.
- Don’t let wristband concerns aggravate you too much. If you choose the right model and decide several years later that you prefer metal to leather or prefer a different color of leather, most jewelers can make that change for you for the price of the new band.
- There is also the option of having a wristband in mixed stainless steel and gold tones to increase the versatility of wear. Personally Ms. Incognita is not always a fan of this route since she believes that such watches look a little more casual and sporty than she would like in the boardroom (unless the watch is a clear prestige model). However, that might not be a concern to you.
- Bang for your buck is another consideration. For example, your watch may look great in your mainly casual workplace, but does it also look appropriate in your occasionally more formal settings? If not, you aren’t achieving your full statement watch ROI since the people you want/need to impress will most likely be in those environments. And think twice about paying extra for attributes that really don’t add anything to the statement watch look. When Ms. Incognita bought her iconic Cartier Tank Francaise some time ago, she got the model in white gold with a black alligator wristband. Very elegant and versatile, but she could have gotten a very similar look for less with the stainless steel version. With the benefit of hindsight, she wonders whether most people even notice the difference.
- Realize that you are unlikely to find all the style attributes you want in a single watch, so don’t pressure yourself to do so. The smart executive woman has a small collection that carries her through a wide variety of settings. Early in your management career this means one clear statement watch, and then another professional watch or two at a lower price point. As you progress and you get a better sense of your tastes and what work best for you, you may begin to swap out some of your less expensive watches for more upscale models.
Be sure to click on the Comment button to add your own thoughts and questions. And remember to stay tuned for Part 2 of this series which will cover:
- What should my budget be for a statement watch and what are some good brand options at different budget levels?
- Where can I buy a statement watch and what are the pros and cons of each option?
We're on Twitter