Shift of Time –Keeping of Wrist Watches to Status Symbol and Fashion

Abstract

The Wrist watch is primarily known as a time keeping device. In this era of speedy growth of business, increasing the wristwatch brands available in the market from domestic to imported, the businesses of wristwatch make opportunities for growth. Very few research studies have been conducted on this topic. The major gap identified was the paradigm shift of Indian wristwatch market to mega uses of electronic devices such as mobile phones. The trajectory of the trends has shifted from traditional to contemporary which create a lot of room to conduct research on it. Supplementary attribute of the wristwatches on wearing accessories for both male and female have commendable scope and opportunities in prospective business. Over one billion people of India comprising of different segments of consumers, based on class, status and income, is a huge and lucrative market. This study reveals the shift of time-keeping of wrist watches to status symbol and fashion, that is how it relates from generation to generation.