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Although the first wristwatch, made in 1868 by Patek Philippe, was essentially a timekeeping-enabled piece of jewelry designed for women, after World War I wristwatches became a popular fashion accessory for men, too. To win over female buyers,...
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Although the first wristwatch, made in 1868 by Patek Philippe, was essentially a timekeeping-enabled piece of jewelry designed for women, after World War I wristwatches became a popular fashion accessory for men, too. To win over female buyers, wristwatch manufacturers typically touted the high style of their products. Men were a different audience, responding to appeals about a given wristwatch’s technological sophistication and functional characteristics. Indeed, the first wristwatches marketed to men came wrapped in the legend of airplane pilot Santos Dumont, who, in 1904, asked his friend Louis Cartier to make him a watch he could strap to his wrist—as a pilot, Dumont simply could not spare a hand to look at his trusty pocket watch. That was the specific problem solved by Cartier’s Santos wristwatch. Before long, Omega, Rolex, and other manufacturers were producing their own problem-solving wristwatches for men. Once the hands-free conundrum was solved, wristwatch problems got more complicated—literally. That’s because the word for a feature on a watch other than showing the time is called a “complication.” One of the first complications added to watches was a chronograph, which allowed users to mark time intervals in a way that’s similar to a stopwatch. Innovator Patek Philippe had patented such a complication in 1902, and by 1916 the Swiss watchmaker had introduced its first complicated wristwatch, which featured a five-minute repeater. Ironically, this Patek Philippe watch was also produced for ladies, as was a 1913 chronograph by another Swiss watchmaker, Heuer. The delay on the part of watchmakers to roll out new features for men suggests how wedded men were to their pocket watches, but after World War I, men’s wristwatches became more common. For example, in 1923, Breitling, which was a fierce competitor of Heuer, offered its male customers the first chronograph with an independent pushpiece, making its simpler to start the complication and...
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