Businessweek
A Precious Rainbow on Your Wrist Is the Latest Flashy Trend in Watches
Watchmakers from Rolex to Hublot are selling timepieces with sapphires, rubies, and diamonds in a colored gradient around the dial. And shoppers are lining up to buy them.
Source: Vendors
A rainbow, in many of its myriad representations, is meant to represent inclusiveness. It can symbolize a hope for humans to get along peacefully or pride in the diverse queer community.
But that’s not why watch companies are marketing an array of new rainbow-themed watches to both men and women. Rather, they’re betting that bright, flashy, colored gemstones will appeal to anyone who wants to flaunt his money on his wrist. The trend has been championed by at least five major brands including Rolex, Chopard, and Hublot, which over the past two years have released timepieces with a florid gradient of precious or semiprecious stones on the bezel.