While the pandemic ravaged economies and stalled purchases across many categories, the ultra-high-end luxury watches market saw an uptick in interest among high-earning Aussies. Many are seeking out extravagant and extraordinary pieces to add excitement to their monotonous pandemic lives.

As fears of a recession cause purse-strings to tighten, luxury brands are searching for new ways to reach audiences. Having long relied on the in-person experience, how are fine jewellery firms tackling this challenge? And what will HNWIs prioritise when buying high-end accessories post-pandemic?

The world of luxury watches predominantly caters to men, leaving many women feeling shut out of a legacy part of fashion. But higher demand from women and creative disruption from brands are helping to carve out space for new voices and styles, energising a market entrenched in tradition.

As people look to build social currency on social platforms, watch brands are responding by leaning into less-than-subtle aesthetics. By using bold colours and adding nostalgia-inducing denim straps, luxury watch brands are hoping to tap the Instagram zeitgeist by choosing designs that pop.