Dubbed a “millennial watch connoisseur” by Vogue, New York-based Brynn Wallner “fell into” watches after joining the editorial team at Sotheby’s, but was left feeling uninspired by the acutely masculine imagery and messaging that permeated the industry.
After being laid off during the pandemic, Wallner started Dimepiece – both an informative resource and entertainment-led editorial platform on timepieces with a decidedly female and pop-culture-led perspective. She’s also a watch columnist for Harper’s Bazaar, and co-hosts a podcast with stylist and fellow watch aficionado Malaika Crawford called Killing Time.
Follow @dimepiece.co and @brynnwallner.
Insta Highlight: Women in Watches
Published 31 October 2023
4 min read
Thirty-five per cent of millennials and 33% of Gen Zers say that owning a watch is becoming more important to them (Deloitte, 2022). And as quiet luxury booms, smart timepiece brands are targeting younger – especially female – demographics. We highlight the influencers making the boys’ club of luxury watches inviting to women – and getting Gen Alpha invested early.
Brynn Wallner
Brynn Wallner
Dubbed a “millennial watch connoisseur” by Vogue, New York-based Brynn Wallner “fell into” watches after joining the editorial team at Sotheby’s, but was left feeling uninspired by the acutely masculine imagery and messaging that permeated the industry.
After being laid off during the pandemic, Wallner started Dimepiece – both an informative resource and entertainment-led editorial platform on timepieces with a decidedly female and pop-culture-led perspective. She’s also a watch columnist for Harper’s Bazaar, and co-hosts a podcast with stylist and fellow watch aficionado Malaika Crawford called Killing Time.
Follow @dimepiece.co and @brynnwallner.
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Trang Trinh
Trang Trinh
#WatchTok (currently boasting over 1.1 billion views) is a burgeoning online niche centring aspirational luxury – a niche that Trang Trinh of Girls O’Clock is at the heart of, thanks to her entertaining and inspirational yet wholly educational TikTok platform.
Known for approaching watch content in a decidedly Gen-Z-friendly way, the Girls O’Clock accounts on both TikTok and Instagram reshare curated #wristshots sent in by followers. They also highlight new watch releases, celebrity sightings, shopping guides for beginners, horology history, and upcoming industry trends.
By day, New York-based Trinh works in social media at Thom Browne.
Follow @bunnytwohops and @girls.o.clock.
#WatchTok (currently boasting over 1.1 billion views) is a burgeoning online niche centring aspirational luxury – a niche that Trang Trinh of Girls O’Clock is at the heart of, thanks to her entertaining and inspirational yet wholly educational TikTok platform.
Known for approaching watch content in a decidedly Gen-Z-friendly way, the Girls O’Clock accounts on both TikTok and Instagram reshare curated #wristshots sent in by followers. They also highlight new watch releases, celebrity sightings, shopping guides for beginners, horology history, and upcoming industry trends.
By day, New York-based Trinh works in social media at Thom Browne.
Follow @bunnytwohops and @girls.o.clock.
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Cara Barrett
Cara Barrett
New York-based Cara Barrett has a keen eye for vintage luxury. Having spent six years as an editor at watch publication Hodinkee covering and championing women’s watches, she’s passionate about de-gendering timepieces and taking a more unisex approach to wristwear.
She’s also the founder of Parchie – a direct-to-consumer kids’ watch brand that aims to make learning to tell the time a fun and play-filled activity, while also instilling the merit of analogue timepieces in children from a young age.
Follow @its.cara.time and @parchiepal.
New York-based Cara Barrett has a keen eye for vintage luxury. Having spent six years as an editor at watch publication Hodinkee covering and championing women’s watches, she’s passionate about de-gendering timepieces and taking a more unisex approach to wristwear.
She’s also the founder of Parchie – a direct-to-consumer kids’ watch brand that aims to make learning to tell the time a fun and play-filled activity, while also instilling the merit of analogue timepieces in children from a young age.
Follow @its.cara.time and @parchiepal.
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Amandine
Amandine
Speaking of Gen Alpha, 12-year-old Amandine is making waves in timepiece circles thanks to her youthful and optimistic perspective on the industry, as well as her unique ability to reach a whole new generation of potential future collectors.
Based in Geneva, Switzerland, she fell in love with watches after attending a Bulgari party with her father (who is a watch media professional), and now dreams of one day designing for the brand.
Follow @watch_it_with_amandine
Speaking of Gen Alpha, 12-year-old Amandine is making waves in timepiece circles thanks to her youthful and optimistic perspective on the industry, as well as her unique ability to reach a whole new generation of potential future collectors.
Based in Geneva, Switzerland, she fell in love with watches after attending a Bulgari party with her father (who is a watch media professional), and now dreams of one day designing for the brand.
Follow @watch_it_with_amandine
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Misha Daud
Misha Daud
With the tagline ‘not just a pretty wrist’, UK-born and Oman-based Misha Daud’s opulent Instagram feed is equal parts curated wrist shots, glamorous fashion and hyper-luxe cars. Playing into the innate grandeur associated with luxury horology, her social media content resonates with both high-net-worth individuals and aspirational Gen Zers alike.
Daud also co-hosts the podcast Luxury Unedited, where she deep dives into all facets of the luxury market in a comprehensive and accessible way, with a specific emphasis on fashion, jewellery and watches.
Follow @watch_fashionista.
With the tagline ‘not just a pretty wrist’, UK-born and Oman-based Misha Daud’s opulent Instagram feed is equal parts curated wrist shots, glamorous fashion and hyper-luxe cars. Playing into the innate grandeur associated with luxury horology, her social media content resonates with both high-net-worth individuals and aspirational Gen Zers alike.
Daud also co-hosts the podcast Luxury Unedited, where she deep dives into all facets of the luxury market in a comprehensive and accessible way, with a specific emphasis on fashion, jewellery and watches.
Follow @watch_fashionista.
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Zoe Abelson
Zoe Abelson
Zoe Abelson is a titan in the watch industry. A luxury timepiece dealer and collector, she is the founder of Graal, which is billed as a “one-stop destination” for those looking to source specific pieces or sell their own.
She’s also determined to make the industry a more inclusive one – especially for women, creating WhatsApp groups and IRL meet-ups dedicated to connecting those with an interest. Additionally, her popular ‘watch spotting’ videos see her reporting on the most popular pieces seen at events like the Henley Royal Regatta and luxurious spots such as the Four Seasons Geneva.
Follow @watchgirloffduty and @sourcedbygraal.
Zoe Abelson is a titan in the watch industry. A luxury timepiece dealer and collector, she is the founder of Graal, which is billed as a “one-stop destination” for those looking to source specific pieces or sell their own.
She’s also determined to make the industry a more inclusive one – especially for women, creating WhatsApp groups and IRL meet-ups dedicated to connecting those with an interest. Additionally, her popular ‘watch spotting’ videos see her reporting on the most popular pieces seen at events like the Henley Royal Regatta and luxurious spots such as the Four Seasons Geneva.
Follow @watchgirloffduty and @sourcedbygraal.
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