The luxury watch market is reportedly turning towards so - called “ meaningful design ” , which offers consumers a story or story behind a piece 's design . As brands move away from flashier designs with embellishments , legacy is becoming increasingly sought after . For instance , Panerai is focused on innovating custom watches , tapping into the brand 's history of supplying Italian commodores , and “ creating communities ” . The brand is targeting free - diving or water adventure sports customers with signature models designed around functionality , rather than glamour . Similarly , Cartier 's Prive Tonneau continues the company 's innovative 1906 innovation into shaped watches , instead of traditional round designs .
The luxury watch market is reportedly turning towards so-called “meaningful design”, which offers consumers a story or intention behind a piece's construction. As brands move away from flashier pieces with embellishments, legacy is becoming increasingly sought after. For instance, Panerai is focused on innovating heirloom watches, tapping into the brand's history of supplying Italian commodores, and “creating communities”. The brand is targeting free-diving or water adventure sports customers with signature models designed around functionality, rather than glamour. Similarly, Cartier's Prive Tonneau references the company's innovative 1906 move into shaped watches, instead of traditional round designs.