By Rebecca Doulton
Wearing an oversized men's sports watch is a thing of the past for women who enjoy wearing ladies' watches that are sporty, sexy and resilient. Watch brands have understood that women want the performance and dynamic looks of sports watches, but are not willing to sacrifice style and the occasional diamond.
An earthquake of sorts is rumbling through the epicentre of TAG Heuer watches, now under the maverick direction of CEO Jean-Claude Biver - the man who made Hublot watches a household name. Trendy brand ambassadors such as Cara Delevingne, Cristiano Ronaldo and DJ David Guetta, plus a new pricing policy, are all signs that TAG Heuer watches is speeding ahead to capture a younger audience.
Read more about TAG Heuer brand ambassador Cara Delevingne
Proof positive was the injection of colour across the board in TAG's new products, including the iconic Carrera ladies' watches. The original Carrera was created in 1964 by Jack Heuer and named after the Carrera Panamericana road race. The Carrera ladies' watches didn't appear until 2014, presented on the wrist of tennis ace and brand ambassador Maria Sharapova, who helped with some of the design details.
This new Lady Carrera Calibre 9 comes in a 28mm stainless steel case, with a lovely purple sunray dial and a fully integrated steel bracelet, which gives it a great streamlined profile. Practical, attractive and hard-wearing, the Calibre 9 sports watches are fitted with an automatic movement to power the hour, minutes, central seconds and date functions. For a touch of glamour à la Sharapova, the ladies' watches are enhanced with 56 diamonds on the bezel.
Harry Winston watches is synonymous with diamonds so it was only natural that its new Ocean Chronograph ladies' watches should be encrusted with this precious stone - 43 brilliant-cut diamonds to be precise. The 36mm rose gold case is assertive and features a sloping bezel set with diamonds, the three hallmark Harry Winston arches shielding the crown, and two smooth pushers for the chronograph.
In addition to the date window and chrono counters on the dial, a Shuriken star with whirling arms at 6 o'clock indicates the small seconds. Behind this elaborate dial is an equally elaborate mechanical automatic movement equipped with the latest silicon technology and meticulous finishes, which can be viewed on the caseback. The good news is that these Harry Winston watches are water resistant to 100 metres and will make sure you sparkle for sundowners on the deck of your yacht.
Corum watches has long been associated with nautical sports, and its Admiral's Cup collection with its 12-sided case and nautical pennants has been a brand icon since 1960. This year, Corum watches introduced a ladies version. The hallmark nautical signal flags are still there in place of the hour markers, and the 32mm steel case is still distinguished by its duodenary shape, but these particular sports watches flaunt a rose gold bezel, a mother-of-pearl dial, and a white satin strap, making them ideal ladies' watches for those who enjoy the thrill of the sea.
Read more about other new ladies' watch collections
Corum watches Admiral's Cup Legend Lady 32mm features a 12-sided steel case offset with a rose gold bezel. The mother-of-pearl dial features the nautical pennants, which have made the Admiral's Cup collection an icon.
Harry Winston watches Ocean Chronograph Automatic 36mm for ladies is equipped with a high-tech chronograph movement visible through the caseback. The rose gold case is set with 33 brilliant-cut diamonds on the bezel and lugs.
Harry Winston watches Ocean Chronograph Automatic 36mm for ladies marries a sophisticated sporty chronograph movement with luxurious aesthetics and a liberal sprinkling of the house speciality: diamonds.
TAG Heuer watches Carrera 28mm Calibre 9 for ladies in stainless steel with hour, minute, central seconds and date functions powered by an automatic movement.
TAG Heuer watches Carrera Lady 28mm is a ladies version of the legendary Carrera watch of 1964. The sleek, fully integrated steel bracelet gives this watch a cool streamlined profile.