No longer satisfied with predominantly feminine designs, women are driving one of the key trends at this year's Basel fair. In the past few years men's watches have been increasing in size - but it is not only men that have been buying them.
Many brands report that in the past year or two women have been buying men's watches for themselves. As far as women are concerned, bigger is most definitely better.
Public relations manager of Bulgari, Hazel Leung, echoed the words of many other brands when she said women wanted bigger watches, so they preferred men's versions, and some even preferred sports watches. 'There is a general trend, especially among ladies who are working who like bigger but trendy watches.'
Jacob & Co, the jeweller to the stars, probably can be credited with being one of the first fashion brands to make larger watches for women. The brand's launch of its Five Time Zone collection in 2002 was an instant international hit, and its smallest size even then was 40mm, with the large concept taken to the giddy diameter of 57mm with its jumbo version.
Hublot has reduced the size of its original 44mm Big Bang chronograph to a smaller size for women, but at 41mm it is still larger than the standard women's and men's watch.
The Big Bang collection won the prize for Best Design 2005 at the Grand Prix of Geneva in November, and the positive response to the watch from consumers meant supply in Asia has not been able to keep up with demand.