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As special as it is to own a watch crafted by a coveted Swiss brand, most seasoned luxury watch collectors will agree that the aesthetic nuance and material craftsmanship of a timepiece is just as special and thrilling. Whilst some classic features will never go out of style, the celebration of other watch features comes and goes with the seasons, adding a sense of excitement and discovery for collectors and offering fresh talking points, visual variety, and the thrill of spotting the next trend before it peaks.
Whether you’re a seasoned collector or just starting your journey, keeping up with the latest design trends is a fun way to make smarter buying decisions. Read on to discover the standout features shaping Swiss watch design in 2025.
Textured Dials
Textured dials have been taking the luxury watch game by storm, especially since actor Walton Goggins was spotted wearing the Jaeger LeCoultre 18k Rose Gold Reverso Tribute Monoface Small Seconds at this year’s Met Gala. With its grained, textured dial that creates a subtle, elegant matte effect, this particular model is now a strong contender for winning watch of the year for 2025.
For another take on the textured dial trend, Cartier’s 2020 Santos-Dumont Limited Editions are an excellent choice, with the various designs boasting stunning engraved linen textures and guilloché patterns. There are four variants, with each dedicated to one of pioneering aviator Alberto Santos-Dumont’s most significant aircrafts. Each aircraft has been chosen to represent a different milestone in his highly revered career.
Ultra-Tactile Design
Most luxury Swiss watch brands have been following the trend of introducing ultra-tactile materials that not only look stunning but also improve the comfort of the actual wearing experience. Breitling’s Super Chronomat B01 44, for instance, incorporates ceramic inserts and a rubber bezel, offering a rugged tool watch aesthetic while still feeling luxurious on the wrist.
Similarly, TAG Heuer is embracing high tech minimalism with its latest Aquaracer models, featuring ultra-light cases made from forged carbon and titanium that are tough enough for adventure yet refined enough for everyday wear.
Jaeger LeCoultre brings a more classic feel to the trend with its Reverso Tribute Chronograph. This desirable model reimagines the iconic swivelling case in warm rose gold, adding both visual richness and a pleasing weight to the design.
Vibrant Coloured Dials
Gone are the days of monochromes and neutrals dominating the watch market. Modern watchmaking is a bold celebration of vibrancy and colour. Rolex is a standout example of this, starting with their coral red, mint green, and ice blue Oyster Perpetuals which are enormously popular and a highly desirable collectable.
However, Rolex takes it one step further than that still with the Day-Date 36’s laser-etched fluted jigsaw designs and the Oyster Perpetual 41 Celebration’s vibrant, multi-coloured bubble dial. These playful, joyful designs are a solid representation of the current craze of creativity and colour in the watch industry in 2025.
Slim Silhouettes
Collectors are prioritising the overall silhouette of a watch on the wrist when choosing watch models in 2025. In particular, slim and comfortable designs that hug the wrist without compromising on presence are in high demand. Audemars Piguet continues to lead in this regard, refining the Royal Oak’s famously integrated bracelet and case for an even more ergonomic fit, particularly with its 2022 15510ST models.
Cartier’s Santos de Cartier remains a masterclass in sleekness, offering a slim profile and one of the most seamless bracelet integration systems on the market. Tudor has also made an honourable contribution to the slim silhouettes of the luxury watch industry with its Pelagos 39 and Black Bay Pro, both of which offer much slimmer case depths whilst still preserving the tool watch DNA that the brand is known for.
Heritage Reissues
Nostalgia continues to be a powerful force in watch design, with recent heritage reissues being a huge success among collectors. Namely, Breitling’s updated Navitimer retains the classic slide rule but introduces fresh dial colours like mint green, ice blue, and copper, giving the iconic aviation watch a more modern edge.
Similarly, Omega has continued to strike a fine balance between past and present. The Speedmaster Ed White and Seamaster 300 reissues remain faithful in spirit to their 1960s originals but come with modern co-axial movements for added practicality.