While in Geneva for the last Phillipps auction we were lucky enough to meet Laetitia Hirschy, Founder & CEO of Kaaviar PR, and Suzanne Wong, Editor-in-Chief at WorldTempus, founders of the movement Watch Femme. While drinking our spritz under the sun (as every Italian does in this beautiful season) we discovered their perspective on watchmaking, gender boundaries and worldwide collectors.
If you’re not familiar (yet) with the initiative just pour yourself a cup of white wine, lay back on your chair and enjoy our interview with these two incredible ladies!
How did you come up with Watch Femme?
AC: Good morning ladies and thank you for being with us! Please tell me: what is Watch Femme?
SW: Watch Femmeis that idea you didn’t know you already had there, ready to become reality. It was more of a need to be honest, something we all think is good for all of us.
AC: Great! And you’re two awesome ladies but from two pretty distant places. Was it something you both decided at the same time or you got to that individually?
LH: Actually, we thought about it individually. I remember calling Suzanne one day to tell her the idea and we realized she was going to talk about the same idea I had. So we came to the conclusion on our own, but at the same time. Looks like it was something that we really needed!
AC: Impressive, I guess it was really meant to be! I spent some time on your Instagram page, and the first two words I have in mind are “genderless watches”. It’s something that has grown on me for a long time, but I’m really curious to know your opinion about it!
LH: The fact that we continue to put gender boundaries to watches is making them way less attractive to someone. I am used to talk to many female collectors around the world, and many of them told me that they had bad experiences purchasing a watch. Some retailers, in fact, insisted in showing them the so called feminine watches, osculating their will to explore watchmaking in its totality.
SW: And the same happens in watch advertising and journalism. At some point in almost every press conference comes that part about “women’s watches”, always followed by smaller case and diamond set timepieces. The truth about these gender boundaries is that women are told what to like. You are a woman and because of that you like smaller cases, diamond set watches, quartz movements and so on. But I know plenty of ladies willing to rewind a Speedmaster, and many guys not caring about it…
AC: That is true. Being a fan of small watches I’ve always been told, in a annoyed way, that the watch I was wearing was a ladies watch. And here comes my question: do you think size matters in watchmaking, after all?
LH: In some ways it does: I know some friends of mine buying big watches so that their husbands don’t get mad about it, and they pretend to have bought them to share them. I’m the first one who likes gem-set watches, like the one I’m wearing right now, but it’s not the only thing we like here, and it’s not fair that we’re labeled this way. And there’s no need for it!
AC: Hahaha, I was not expecting this, great tactic! But I definitely get it, and I agree with you, one hundred percent. But, if there is one, what is a female watch?
SW: A female watch is the watch a female wears. As simple as that. (Taking Edoardo’s watch). You see? Edoardo’s DeBethune is a female watch now. Why? Because I wear it!
AC: Hahaha, that’s for sure, I like that mentality and that taste of freedom. Not being a lady, I’m understanding that need of not labelling too. So what would you say is your mission with Watch Femme?
SW: To change the world. I mean… yes. Definitely to change the world. We want to be the voice of all the ladies that want to be treated the exact same ways men do.
AC: And what has made it difficult for you, being the both of you in this field? How would you solve that?
LH: Brands don’t listen to women right now. They always have someone telling people “girls love that”, something we never heard about the so called men’s stuff. But the potential is massive. I live in America, where the national sport is shopping, and trust me if I say that ladies love watches and love to get involved in them. But they are pretty scared and bored about the whole experience they get in the field. And maybe America is not the worst country to be in, talking about ladies purchasing watches…
SW: Oh yes. And we want to change that mentality of the “it’s good but not for you”, which is what I get when watches are gender labeled. Since we started we received tons of cheerful messages from ladies all around the world, thanking us for what we are doing and the awareness we try to bring. And I think that says it all, and I’m really happy to finally be doing this. Feels just right.
AC: Suzanne, I once heard that you were talking about a “feminine complication”. Is there such?
SW: Indeed, that’s a discussion I had at a press conference, when someone told me that what we were looking at was a feminine complication.
AC: And was it?
SW: It truly depends on what’s your definition of both feminine and complication. And, believe me, it’s not an easy question. The whole thing came to my mind at the Reine de Naples presentation in Capri. I was told that moon-phase was a feminine complication. Why? Is it because it’s beautiful but useless? That made me pretty angry, I have to admit, and I started asking out why was it a feminine complication but we never got to a proper end with it.
AC: I guess there is no such a thing… Back to Watch Femme, I see many articles, Instagram and, most importantly ClubHouse. How is it going so far?
LH: Yes, we’re loving ClubHouse right now, it’s the perfect place to talk about a specific topic. Way better than IG live sessions, way easier to enjoy, more like an interactive podcast. And Suzanne is having great ideas on how to use it!
SW: And we think it’s the best way to do what we want to, and talk directly to people, understanding all perspectives and growing together with our community.
The future of Watch Femme
AC: And is there room for some more?
LH: I’m not sure if I want to state it like that, but let’s say that it’s paving the way for a foundation. A true foundation for ladies in watchmaking.
AC: That would be amazing, but how?
LH: We can provide mentorship from ladies all around the world who have successful stories and experiences (and we are already doing this!). Thanks to our work, me and Suzanne can share our thoughts and stories, provide advice and grow a network of ladies all around the globe. All with the same passion!
SW: And, obviously, bring ladies into the spotlight, treating them the same way the horological world treats men, as it is our main purpose from the beginning of the project.
AC: Big congrats on that, thank you for being with us and best wishes for the future of Watch Femme. From a huge lover of unisex watchmaking I couldn’t be happier!
Make sure to follow their Instagram account to be updated on their initiatives and stories!
