Watches Are Cooler Than Ever—Just Ask the It-Girls Leading the Trend

For decades, watches have held their place as iconic status symbols representing both luxury and personal expression. But they're experiencing a cultural resurgence amongst Millenials and Gen Z, championed by models and style icons like Bella Hadid, Zendaya, Taylor Swift, Rihanna, and Kaia Gerber, who are elevating and democratizing timepieces to the level of designer handbags, sporting styles from prestigious brands like Cartier, Omega, and Rolex as both fans and ambassadors.

Their influence has trickled down to shoppers who increasingly gravitate toward women’s watches as milestones, heirlooms, and everyday essentials that can be worn with a well-curated jewelry stack. In today’s fashion landscape, a watch is more than just a device to keep time—it’s one of the ultimate sartorial investments.

Even if you're not an A-lister, the if-you-know-you-know appeal of wearing a luxury timepiece with an almost imperceptible brand logo is undeniable. It’s one of the few luxury items that can be worn solely for yourself—a piece that transitions seamlessly from being tucked discreetly under a sweater sleeve to taking center stage on your wrist. This adaptability, both in style and symbolism, is a significant part of the appeal.

While watches can come with a higher price tag than many accessories, they offer far more than a fleeting fashion statement. “They’re often an investment from a financial standpoint, yes, but above all, they’re a sentimental investment,” explains Brynn Wallner, founder of the popular watch platform Dimepiece .“The relationship one forms with a watch is more intimate than any other luxury item, like a handbag or shoes. When worn regularly, a watch becomes a part of you—something you wear for life and then pass down to future generations.”

To explore this trend further, we also tapped J.J. Owens, creator of Daily Grail Official, a site dedicated to the intersection of watches, fashion, and celebrity culture. "Over the past few years, the women’s watch market has grown not just in sales but also in interest," Owens says. "My girlfriends are more engaged than ever—not just from an aesthetic standpoint but with the same detailed, discerning approach they apply to any luxury or investment purchase."

Meanwhile, a new legion of It-girls is proving that watches are here to stay—and highly wearable. Larger, statement-making options have become a staple of Taylor Swift’s post-"Tortured Poet" era. At the same time, Rihanna has made luxe timepieces the focal point of her date-night outfits with A$AP Rocky. In contrast, Kaia Gerber gravitates toward more delicate, understated styles that reflect her minimalist aesthetic.

At Marie Claire, we believe watches are essential wardrobe investments—but we get it. Sometimes, modern watches seem to do too much, tracking everything from your steps to your texts. What if you want a watch focusing less on logistics and more on style? We’ve got you covered.

Our carefully curated guide features the best luxury timepieces and budget-friendly options in every material imaginable—from sleek silicone and classic stainless steel to timeless solid gold. Ahead, shop watches from Cartier, Michele, Shinola, Timex, and more brands. To simplify things, we’ve broken down the list into large statement options and smaller, more subtle styles—so you can find the perfect addition to your wrist this season.

The Best Watches for Women at a Glance

• Best Gold Watches
• Best Silver Watches
• Best Black Watches
• Best Colorful Watches
• Best Mixed-Metal Watches
• Meet the Experts

The Best Watches for Women

• Best Overall Watch: Tory Burch Eleanor Goldtone Stainless Steel Bracelet Watch
• Best Affordable Watch: Timex Indiglo Easy Reader Quartz
• Best Gold Watch: Breda Jane Mesh Strap Watch, 23mm
• Best Silver Watch: Fossil Raquel Bracelet Watch, 26mm
• Best Black Watch: Heaven Mayhem Icon Watch
• Best Colorful Watch: Michele Deco Sport 18K Gold-Plated Ruby Red Leather Watch
• Best Mixed-Metal Watch: Armitron Two-Tone Dress Watch

Best Gold Watches

Gold watches are a timeless addition to your collection. Brands like Tory Burch design bracelet styles with a classic chain design at the wrist, while BREDA's options offer enlarged faces with thinner bands for added interest.

Best Silver Watches

Silver watches can create a classic look similar to gold—but they don't have to be boring. BREDA is a staple of the silver category, while luxe brands like Gucci and Longines are also popular.

Best Black Watches

Black watches can skew masculine and remind me of the styles my dad and grandfather used to wear, but I'm happy to report that they've been reinvented for women in 2025. Celebrity-approved brands like Heaven Mayhem make options for less than $300, while Cartier offers a timeless option in a dainty style.

Best Colorful Watches

A colorful watch is a great elevated addition to a neutral outfit. I own Michele's red-banded option, but Kate Spade's Kelly green option is also a fun accessory moment.

Best Mixed-Metal Watches

Why choosee one metallic shade when you can have both? Mixed metals make it easier to coordinate your choice with the rest of your jewelry.

Watch Styling Ideas

Gone are the days when watches were worn solely on wrists—or as standalone accessories. One of the top trends this year is styling timepieces in unexpected ways, like draped around the neck like a pendant. “With more women embracing watches, we’re seeing a surge in creativity around how they’re worn,” explains Wallner.

Early adopters of the trend include Rihanna, who made headlines by wearing a Jacob & Co watch as an anklet at the Las Vegas Grand Prix, and Emma Chamberlain, who sported a leather-strapped watch as a choker at Miu Miu’s Spring/Summer 2024 show in Paris. And, of course, there’s Taylor Swift, who officially ushered in her "watch era" at the 2024 Grammys with a bold, sparkly black timepiece that felt as much like a fashion statement as it did a new signature.

Whether worn conventionally or styled unexpectedly, watches are the ultimate statement accessory for the year ahead.

Meet the Experts

Brynn Wallner

Brynn Wallner is a writer, consultant and founder of Dimepiece, a platform dedicated to all things women and watches. She lives in New York City. 

J.J Owens

Having collected watches for half her life, J.J. Owens’ interest for horology was peaked through her father. After being unable to shake her love of timepieces, she turned her passion into a career by launching Daily Grail, a media where culture and horology intersect.