Cartier Privé Tonneau 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 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 .