Men's luxury watches go stealth

Even as consumers slowly climb out of the remunerative morass of the past few years, the men's luxury watch business —in which a unattached timepiece can easily sell for five figures or more — is still responding to the turmoil, emphasizing a sort of stealth luxury, a return to classic styles and the notion of brand estate.

Luxury fashion cycles through trends every six months. But the complicated, technical constitution of timepieces — which can have as many as 700 moving parts — means changes in the mind market move at a comparatively glacial pace, taking from 1 1/2 to almost eight years.

One of the more singular manifestations of the low-key, don't-look-too-flashy approach has been in color, according to retailers who attended the annual global BaselWorld Watch and Jewellery Show in Switzerland this year.

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