Written by Julie de Los Rios - Thursday, December 5, 2024
In the world of "
This movement, inspired by royal and bourgeois families and their timeless style, captivates with its refinement and subtle sophistication.
And in this world, one accessory remains indispensable: the classic watch, a symbol of heritage and sophistication. Discover how watches have become the hallmark of this chic and timeless style.
Search #OldMoneyStyle or #OldMoneyAesthetic on Instagram, and you’ll instantly grasp the magnitude of this phenomenon. You’ll be transported into a universe of understated luxury and bourgeois elegance. Unlike the flashy and ostentatious "New Money" aesthetic, Old Money emphasises a return to classic values: high-quality garments, discreet branding, and timeless pieces.
Younger generations, particularly Gen Z, are rediscovering items that their parents might have dismissed as old-fashioned: pearl necklaces, Loro Piana cashmere sweaters draped over Ralph Lauren polos, tassel loafers, ladylike handbags, pencil skirts, beige Max Mara coats, and elegant tweed suits adorned with Hermès scarves. Blair Waldorf, anyone?
At the heart of this aesthetic lies an accessory rich in history: the luxury watch, often passed down from generation to generation.
In the collective imagination, a classic watch embodies heritage and durability. Even in the smartphone era, it retains its place as a must-have item.
Indeed, young people are replicating the looks of bourgeois families – whether inspired by British royalty, elite American campuses, or even the wealthy characters from series like Gossip Girl or Succession.
Celebrities like The Creator, a Cartier Crash collector; Drake, known for his love of Rolexes; Rihanna; and Hailey Bieber proudly showcase their beloved timepieces on social media, especially vintage models found on the second-hand market. These pieces exude a slightly old-world charm that fits perfectly into the Old Money trend.
Taking cues from icons like Princess Diana and Carolyn Bessette-Kennedy – far from the bling of the Kardashian sisters – young people are surprisingly bolstering the watchmaking industry.
This is supported by a study from Watchfinder & Co., which reveals that Gen Z (born between 1997 and 2012) acquires their first luxury watch around age 15 – five years earlier than Millennials!
The result: brands are revisiting their classic collections and reissuing iconic designs to meet the growing demand.
One shining example? The Elite Moonphase model by Zenith. With its rose gold case, sunray silver dial, and blue alligator leather strap, it is the epitome of elegance.
Shaped watch cases – whether rectangular, square, or stirrup-shaped – are making a comeback to align with the Old Money aesthetic.
Sometimes revisited in XXS sizes for a
An example? Cartier’s Tank, reimagined in a mini version.
These small cases usher in new ways to wear timepieces, reminiscent of Lady Diana in 1981, who famously wore two Patek Philippe watches simultaneously during a polo match.
Her son, Prince William, follows suit, often seen with both an Omega Seamaster and a Garmin smartwatch.
Another must-have? Jaeger-LeCoultre’s Reverso, originally designed in 1931 to withstand the impacts of polo matches. Its Art Deco-inspired reversible case has continuously evolved over the decades. Today, the Reverso Tribute Monoface offers a refined size for any wrist and is set to win over young people with its timeless appeal.
Still in the equestrian spirit, Ralph Lauren’s Stirrup collection is iconic. The Bronx-born designer, who became a billionaire, dresses the elite from head to toe, including their wrists. The collection features stirrup-shaped cases with Roman numerals, with some versions encrusted with diamonds to complete the sophisticated look.
Another standout is Chanel’s Boy.Friend, launched in 2015. With its beige gold casing, harmonious design, opaline guilloché dial, and quilted black calfskin strap, it embodies minimalist luxury.
Hermès also shines with its Nantucket, a petite watch model that perfectly captures discreet, sophisticated, and timeless luxury.
For a more budget-friendly option, March LA.B’s new Oblongue Diamonds with its vintage aesthetic, Herbelin’s Luna in stainless steel and PVD yellow gold with a leather strap, or Ebel’s Brasilia with its opaline white dial and Roman numerals, offer stylish alternatives.
Another strong trend is fully gold watches – from the case to the bracelet. These models exude glamour while adhering to the codes of classic elegance.
Among shaped watches, Longines' Mini DolceVita shines with its all-gold design, while the Grande Classique, in a yellow gold PVD version as seen on Camille Lou’s wrist in the series Cat’s Eyes, perfectly embodies the total gold look trend.
Indeed, these all-gold models are gaining increasing popularity.
Piaget’s Polo 79, winner of the 2024 Iconic Watch of the Year award at the Geneva Watchmaking Grand Prix, is another highlight. This masterpiece, initially launched 45 years ago, remains a symbol of 1980s glamour, slightly updated and crafted in solid gold.
Also coveted is Audemars Piguet’s Mini Royal Oak. Staying true to the iconic design by Gérald Genta in 1972, this scaled-down version – measuring just 23 mm in diameter – is crafted in yellow, grey, or rose gold. The piece is elevated with Frosted Gold, a hammering technique that creates a shimmering finish reminiscent of diamond dust.
Vacheron Constantin also presents an exquisite piece, the Overseas Quartz. This precious watch features a 33 mm rose gold case with an integrated bracelet. To enhance its femininity, it’s adorned with a bezel set with 78 brilliant-cut diamonds.
Meanwhile, Patek Philippe reimagines its Golden Ellipse in a larger size (reference 5738), introducing its first-ever metal bracelet in rose gold, featuring finely crafted adjustable links for a soft yet elegant look.
With the rising price of gold, these precious iterations also represent a solid investment.
For tighter budgets, Tissot’s PRX in stainless steel with a rose gold PVD coating is an excellent choice!
Once considered outdated, mother-of-pearl is making a strong comeback in watchmaking. This natural material, prized for its iridescent reflections, adds a subtle elegance to contemporary designs.
Another unexpected trend? The resurgence of mother-of-pearl, a material that women had largely dismissed over the past decade. Much to the surprise of seasoned collectors, this natural biomaterial – formed inside the shells of certain marine molluscs – has made a striking comeback and is now omnipresent.
Even Rolex has embraced it! The Cosmograph Daytona contrasts black and white with a natural mother-of-pearl dial framed by a bezel set with 36 brilliant-cut diamonds. Similarly, the Day-Date 40 features a pearly white dial evoking soft, irregular clouds.
Frédérique Constant’s Classics Elegance Luna stands out with its mother-of-pearl dial, Roman numerals matching the bracelet, and poetic moon phase display – perfectly meeting current expectations.
In the evening, fashionistas pair their
Are you captivated by the timeless elegance of the Old Money style? Already sporting the beige coat, black pencil skirt, stilettos, pearl necklace, and Hermès scarf? To complete your look, all that’s missing is a classic, ageless timepiece that will stand the test of time.
Choosing an Old Money watch is a commitment to timelessness and durability, aligning with the values of today’s younger generations. Whether it’s a vintage treasure or a contemporary model inspired by the past, it perfectly complements an elegant and sophisticated wardrobe.
This timeless piece will become more than just an accessory: a piece of history to wear proudly, an heirloom to pass down through generations.