Social Implications
Perceptions of Wealth
Luxury watches, such as Rolex have become symbols of status and affluence. They are often passed down through generations, representing family wealth and money. The new Apple Watch represents not only one's wealth, but also one's social involvement. This affects our society, as there are now stigmas around luxury watches. People who wear high-end brand watches are seen as "superior" due to their wealth, which divides our society into segments based on wealth and luxury consumption. For example, when you search "Rolex" on Google, the top hits are: rolex prices, cheapest rolex, rolex for sale, and most expensive watches. This shows how luxury watches have become associated with social status and wealth.
Gender Implications
The first wristwatch was created for women: it was seen as dainty and feminine due to its small size and jewels. As you see in the advertisement on the right, mens watches are seen as "warriors", while women are only "trendsetters." Furthermore, the oversize womens watch is significantly smaller than a men's watch. While a man's $20,000 watch represents his wealth and status in the office, a womens watch tends to demonstrate her fashion, as she follows trends. A larger female watch is often advertised as a "boyfriend watch" as if women borrow large, luxury wristwatches, but could never actually own one themselves. In conclusion, watches have been predominately male due to the fact that from the beginning, female watches were merely seen as jewerly, while the male "trench watch" is seen as strong, rugged, and respectable. Thus, in our society, a watch implies that women are fashionable, while men are powerful and affluent.
