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Rediff.com  » Business » Wristwatch may be the next 'casualty' of modern times

Wristwatch may be the next 'casualty' of modern times

Last updated on: October 27, 2010 14:32 IST

Wristwatch may be the next 'casualty' of modern times

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The wristwatch seems to have had its time, for a study has found that more and more people are preferring instead to rely on newer technology to keep them on track for appointments and meetings.

The study by consumer analysts Mintel has revealed that one in seven people says mobile phones and computers have made traditional watches obsolete; it found 86 per cent still own a wristwatch -- even if they no longer rely on it to know the correct time, the Daily Express reported.

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Image: A wristwatch for auction preview at Christie's in Geneva. The image is for representative purpose only.
Photographs: Valentin Flauraud/Reuters
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The under-25s, who have grown up carrying around mobile phones, are half as likely to own a watch as the older generations, according to the British study.

Those young adults who do own a watch, however, are more likely to choose a designer brand and spend a significant amount of money on it -- 25 per cent compared to 13 per cent of older people -- suggesting fashion is more important to them than time-keeping, the study found.

The study, based on a survey, also found a quarter of Britons were prepared to pay more than 250 pounds for a watch and one in seven more than 1,000 pounds.

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Image: Austria's coach Hickersberger looks at his wristwatch during their Group B Euro 2008 soccer match.
Photographs: Christian Charisius/Reuters
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Tamara Sender, senior fashion analyst at Mintel, said: "Many consumers have grown up with technology and are just as likely to associate the notion of checking the time with a mobile handset as with a watch.

"As they grow older this mindset will accompany them. Mobile phone ownership is booming and increased usage by all ages could pose a threat to demand for standard watches in the longterm.

"However, with the popularity of alternative time-pieces, watch manufacturers are focusing on other aspects such as design and the latest technology to keep consumers interested."


Image: Former US President George W Bush's wristwatch.
Photographs: Larry Downing/Reuters
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