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Watch your style

Watches are more of a fashion accessory today than an instrument that tells the time

TICK, TOCK, TICK, TOCK Times are changing

If time flies like an arrow then the device that facilitates it should definitely benefit a second look: And rightly so.

The story of the watch that hugs your wrist today began centuries ago, and is as old as the history of the human race. Nature was the timekeeper then but as time rolled by small pieces of leather and steel took up that task.

As the Elizabethan period dawned, the instrument, which kept time, got an ornamental look.

A classic example: "I frown the while," says he; "and perchance wind up my watch, or play with my rich jewel" - The scene in Twelfth Night, in which Malvolio gloats imagining the life of luxury after he marries the heiress.

The 1960s and 1970s saw the emergence of the "No nonsense" and "Value for money" watches, promoting one's individuality without setting the pocket on fire. The watch almost got its "only to look at time" synonym back.

But style, like time can't be contained...

One passing glance at the wrists that elbow their way through bustling malls and pubs and you'll definitely agree. From snazzy fuchsia pink lean ones for that right jive at the disco to the intricate elegant ones that spell sophistication, they are all there.

One can clearly see that the basic purpose has gently slipped into the background as fashion and events have fused together to create innovative dials.

So when did people actually stop looking just at the time?

Says a television anchor, who has an assortment of watches, "Earlier on, we had to settle for limited variety from companies. With brands like Esprit and Omega coming up with an expansive array to choose from, you love to put your wrist forward."

Watch companies are vying to offer an assortment in formal, casual, party wear, luxury, economy, technology and so on. They flirt with the customer's senses and accentuate his/her desires with myriad shape, design and colour. "It is this variety", feels Poornima, a HR executive, "that has made wearing watches an expression of sorts and made it the most elegant ornament that can adorn a person's wrist".

The rich and trendy variety is a big hit particularly among college students. "We have lots of students coming and asking for the latest design.

Big dials with thick straps are so popular among girls that some of them actually purchase from the men's section," says a sales person at the

Titan showroom. Titan's sporty Fast Track watches cater exclusively to style-conscious youngsters.

"Big dials look cool. Sometimes we exchange watches with our guy friends," says Eunice.

And watches no longer come by themselves. Shops also sell matching straps, rings and so on.

Besides, celebrity endorsements have also made it easy for manufacturers and storeowners to market the product. "Brand ambassadors actually tempt you into buying," says a call centre employee.

Whatever be the reason, a watch is no longer that thing you forgot to take before leaving home. It is a part of dressing up because it adds to your persona.

JETHU ABRAHAM

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