In the 2010s, the introduction of smartwatches transformed the role of the wristwatch to encompass new functions beyond timekeeping. Smartwatches integrated features like health monitoring, digital connectivity and personalised notifications. This evolution marked a shift from watches being solely timekeeping instruments to becoming multifunctional tech accessories integral to daily life. The arrival of smartwatches not only broadened the scope of what a watch could do but also altered consumer expectations, leading to a fusion of technology and tradition in the watchmaking industry. In a sense, this elevates the stature of the traditional watch, making it more meaningful in the context of our technologically driven lives. Amidst the rise of smartwatches, the classic watch stands as a symbol of lasting craftsmanship and elegance. This contrast with high-tech watches highlights the unique value and artistry of traditional watchmaking, reinforcing its special role in today’s world.

This decade also saw a growing focus on sustainability in the horological industry. A prominent example is Rolex and its partnership with the National Geographic Society to support the “Perpetual Planet” initiative, launched in 2019. This collaboration aimed to study climate change impacts and promote the earth’s preservation, aligning with Rolex’s commitment to environmental conservation. Such initiatives, alongside advancements in sustainable materials and energy-efficient technologies in watch design, marked the industry’s growing awareness and response to environmental concerns during this decade.

The rise of Instagram in the 2010s had a transformative impact on the watch industry. As a visually driven platform, Instagram became an influential space for watch brands and enthusiasts to showcase their products and collections. Luxury brands harnessed this platform to reach younger audiences, while independent watchmakers found a new avenue to gain recognition without traditional advertising. Additionally, user-generated content and influencer partnerships became crucial in shaping trends and consumer preferences, significantly altering the way watches were promoted and appreciated in the digital age.