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The 13 Best New Watches, From Bovet’s Groundbreaking World Timer to Piaget’s Polo 79 Revival

This year's best new horological releases offer innovative designs, suitable for every mood.

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Piaget Polo 79, Bovet Récital 28 Prowess 1, Chanel J12 X-Ray Piaget, Bovet, Chanel

The Big Idea: Back to Basics

After an unparalleled pandemic-era boom, an aura of reticence and safety- seeking has settled over the watch industry. Reasons include everything from shoppers having less disposable income to manufactures playing catch-up on early-Covid production delays to—most significantly—global economic uncertainty.

The cool-off was made abundantly clear in April at Watches & Wonders, the world’s largest horological trade show. The sector’s biggest luxury brands largely played it safe, remixing existing models with minor tweaks—new dial colors, say, or swapping one metal for another. Rolex’s most desirable releases were positively subdued compared to its colorful 2023 lineup. The Crown debuted a Day-Date in Everose gold with a slate ombré dial and a GMT-Master II in steel with a gray and black ceramic bezel—not the much hoped-for updated GMT-Master II “Coke”—which didn’t exactly send the internet into a frenzy. The other tone-setting titan, Patek Phillipe, offered revised Nautilus and Aquanaut models on straps cut from a material resembling that workwear staple, denim, while the Ellipse got a new gold bracelet. And while it’s a great bracelet, overall it’s clear that brands weren’t splashing out on R&D.

But if 2024’s timepieces failed to stir up the same hype as in years past, the rebalancing act should have collectors rejoicing. Dimming the spotlight on the high end of horology may make room for deserving clients to get their hands on new watches, rather than lingering on interminable waiting lists. Softening prices on the secondary market suggest that the speculators who drove up prices over the past few years have started to fall out of the game. If you love watches, there has never been a better time to buy.

And while traditional retailers are said to be struggling in the current environment, brands are investing heavily in their own brick-and-mortar locations—in the U.S. overall, and specifically in New York City. In February, Chanel opened its first dedicated watch and jewelry boutique in the U.S. on Fifth Avenue, only the fourth of its kind. Days later, Grand Seiko cut the ribbon on a new Madison Avenue boutique—its largest store in the world. Jaeger-LeCoultre inaugurated a flagship on Madison Avenue in May, and IWC followed shortly after, setting up shop on the same stretch.

These openings are obviously a sign of major brands banking on the U.S., but they also signify a renewed focus on in-person client relations. As far as long-term success goes, that beats a hype watch any day.

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