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Watch your style

Today's watches are more fashion accessories

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 began centuries ago, and is as old as the history of the human race. Nature was the timekeeper then but as time rolled by, pieces of leather and steel took up that task.

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, "Earlier on, we had to settle for limited variety. Now, with brands like Esprit and Omega, 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. "It is this variety," feels Poornima, a HR executive, "that has made the watch the most elegant ornament that can adorn a person's wrist".

The rich and trendy variety is a big hit, particularly among college students. Big dials with thick straps are so popular among girls that some of them actually buy from the men's section, says a salesperson at a Titan showroom. Titan's sporty Fast Track watches cater exclusively to style-conscious youngsters.

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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