The watch industry has spent the past few years rethinking how it designs and markets timepieces for women. At Watches & Wonders 2026 in Geneva, brands presented a wide range of styles, from highly engineered unisex models to elegant, jewellery-inspired creations, underscoring the fact that there is no single definition of a "women's watch."
Bulgari Octo Finissimo 37
Bulgari's Octo Finissimo has long been admired for its technical innovation and ultra-thin profile. First introduced in 2014, the model became famous for pushing the limits of watchmaking engineering.
For 2026, Bulgari has unveiled the Octo Finissimo 37, a smaller version designed to suit slimmer wrists. Measuring 37mm in diameter, the new model retains the architectural lines that define the collection while introducing a newly developed self-winding movement reduced in size to fit the more compact case.
Available in titanium or 18-carat yellow gold and offering a three-day power reserve, the Octo Finissimo 37 combines technical sophistication with understated elegance.
Cartier Baignoire
Few watches have enjoyed the fashion resurgence of Cartier's Baignoire. Following its successful relaunch in recent years, the oval-shaped timepiece has become a favourite among stylists, celebrities and luxury-watch enthusiasts.
For 2026, Cartier has introduced new versions that further blur the line between watchmaking and jewellery. One model incorporates diamonds in a sculptural design that gives the piece a more contemporary edge.
The watch's growing popularity reflects a wider trend towards bracelet-style timepieces that can be worn alongside other jewellery without sacrificing functionality.
Van Cleef & Arpels Heure d'Ici & Heure d'Ailleurs
Van Cleef & Arpels is typically associated with whimsical dials featuring fairies, flowers and other decorative motifs. Its latest creation takes a more restrained approach.
The Heure d'Ici & Heure d'Ailleurs features a refined enamel dial in a rich cognac shade and a dual-time-zone display. The French inscription on the dial translates to "the time here and the time elsewhere," allowing wearers to track both local time and the time in another location.
Elegant and highly practical, the watch combines technical functionality with the maison's signature sense of refinement.
Rolex Oyster Perpetual Day-Date 40
Rolex's headline novelty for 2026 is not only a new version of one of its most iconic watches but also the introduction of a new precious-metal alloy.
Called Jubilee Gold, the proprietary material was developed in-house and features tones that sit somewhere between traditional yellow gold and rose gold.
The Oyster Perpetual Day-Date 40 is the first model to showcase the alloy, paired with a striking green aventurine dial and baguette-cut diamond accents. The result is a fresh interpretation of one of Rolex's most recognisable designs.
MARLI Timepieces L35
Among the surprises of the Geneva watch season was MARLI New York's debut collection of mechanical watches.
Five years in development, the collection reflects the brand's attempt to combine New York's dynamic energy with the precision of Swiss watchmaking. Each model is powered by a Swiss automatic movement and features distinctive dials incorporating MARLI's signature pyramid motif.
Available in titanium or 18-carat rose gold, with optional diamond-set bezels, the watches attracted considerable attention during the week and emerged as one of the fair's unexpected highlights.
Together, these five releases demonstrate how luxury watchmaking continues to evolve beyond traditional categories, offering women a broader range of styles, complications and aesthetics than ever before.
Source: CNN Style
