As violent brawls rage over a £335 watch – stylist reveals which timepieces make you look ‘cheap’ despite the price tag… and the models that always look elegant

Violent fights broke out in the UK, Europe and the US this weekend; shoppers scrambled to get their hands on the latest £335 ‘Royal Pop’ watches from Swatch’s limited-edition collaboration with luxury brand Audemars Piguet.

But one stylist has warned that this price range is exactly where shoppers should be careful about splurging on pieces that might make you look ‘cheap’.

The new accessory led to queues, mass crowds and police interventions throughout the night. Fights broke out, police dogs were deployed and shops were forced to close their doors after crowds overwhelmed security staff.

But is it really worth it?

Speaking to the Daily Mail, fashion expert Lisa Talbot It has revealed signs that make your watches look overpriced and ‘tacky’ rather than timeless and stylish.

‘Watches are one of those accessories that people consider to be a safe purchase. “They’re practical, they feel grown-up and often signal a ‘treat yourself’ moment,” she explained.

‘But I actually think they’re one of the easiest things to get wrong.’

He explained that the ‘danger zone’ is the mid-range of £50-£300.

“You’ve spent enough for it to feel like a considered purchase, but not enough for it to be truly timeless or well-made,” he explained.

“This is where a lot of what I call middle-class regret comes into play,” Lisa added. ‘Because it’s not always about the price, it’s about whether it still feels good six months later.’

‘When people ask me what makes a “good” watch, I always come back to this: Does it enhance what you’re already wearing, or does it try to be the focal point?

‘The best watches are the ones that work quietly with your wardrobe, rather than against it. They don’t need explanation and they don’t rely on trends to feel relevant.

‘If a watch seems like it’s trying to impress people, it often does the exact opposite.

‘And often that’s where regret starts, not in the price tag but in the intention behind the purchase.’

WHY TO AVOID

HEAVY BRAND WATCHES

The Swiss watchmaker’s desperate attempt to maintain exclusivity appears to be failing. The Day-Date 40 costs £47,050

‘I’ve seen it over and over again and asked ‘why did I buy that?’ There are several styles that create the question. I’ll feel it later,’ the stylist advised.

‘The first is anything heavily branded. If the watch is more about the logo than the design, it will almost always lose its appeal quickly.

‘It may feel like a status buy at the time, but it rarely stands the test of time in the wardrobe.’

And that can even include famous brands like Rolex, which was once the ultimate status symbol but appears to be losing its luster.

In the past, at a time when demand exceeded supply, Rolex reportedly required customers to build an association with the brand by spending up to £100,000 on certain watches to get their hands on the latest models.

However, the Swiss watchmaker’s desperate bid to maintain exclusivity appears to be failing, with HSTikkyTokky, the controversial broadcaster at the heart of Louis Theroux’s documentary Inside The Manosphere, regularly seen showing off his £40,100 Day-Date 40.

Rolexes have also been spotted on the wrists of boxer Tyson Fury and former Love Island star half-brother Tommy Fury, reality TV star Kerry Katona (after being gifted as a gift from a former watch retailer) and Geordie Shore’s Chloe Ferry.

Current fashion is for ‘quiet luxury’ and ‘discreet opulence’, but there’s nothing subtle about owning a Rolex; hence, this is the watch of choice for cryptocurrency bros to flaunt their wealth on Instagram.

The apparent shift in customers has also been noticed by other luxury brands, with a recent investigation by French fashion publication Glitz claiming that Hermes employees now notice a customer wearing a Rolex as a red flag.

EXCESSIVE CALLS

Lisa noted that things to look out for are “overly complex dials, chronograph styles with too many sub-faces that are not actually used.”

This is because they ‘mostly look like they’re trying to imitate luxury watches but there’s no craftsmanship behind them’.

But the expert warned that the mismatch would eventually be noticed.

An example of this would be Seizmont’s ‘skeleton watches’, which feature a transparent design that allows you to see all the gears behind the dial. However, sometimes crowded aesthetics can make it a little difficult to tell the time.

LUXURY ‘DUPES’

“Another big issue is the ‘similar luxury’ watch,” Lisa added. Olivia Attwood photographed wearing a Cartier-inspired watch from the Abbott Lyon collection

‘Most people don’t buy these to deliberately copy them, but they read them that way, and that’s where the regret comes in, because they don’t feel authentic in the long run,’ Lisa added. Essence Gold 23 Watch costs £149 on the Abbott Lyon website

“Another big issue is the ‘similar luxury’ watch,” Lisa added. ‘Anything that clearly references a much more expensive design.

‘Most people don’t buy them to deliberately copy them, but they read them that way, and that’s where the regret comes in because they don’t feel original in the long run.’

Love Island star Olivia Attwood has a collection with Abbott Lyon inspired by popular luxury brands.

Fancy ‘STATEMENT’ PIECES

Lisa advised against ‘overly complex dials, chronograph styles with too many sub-faces that are not actually used.’ Adele photographed wearing Bvlgari watch in 2023

Lisa says statement pieces ‘sound exciting at first, especially if someone wants their accessories to be noticed, but they quickly become difficult to wear with everything.’ A piece like this costs £49,900

‘And then there are oversized faces, heavy metal plating, or anything overly embellished.

‘These may sound exciting at first, especially if someone wants their accessories to be noticed, but they quickly become difficult to wear with everything.’

For example, luxury jeweler Bvlgari has an ornate snake-shaped watch.

VERY CHEAP SMART WATCHES

He also advised that very cheap smartwatches should be avoided. ‘If the build seems flimsy or the interface doesn’t last long. They are already being replaced rapidly, making them a false economy.’

WATCHES THAT ALWAYS FEEL CLASSY

TIMELESS, TROUBLE-FREE BRANDS

Lisa said there are certain styles that are constantly considered, even if they’re not expensive. Mark Wahlberg was photographed wearing a Timex watch

A Timex watch can go for anywhere between £50 and £100

Lisa said there are certain styles that are constantly considered, even if they’re not expensive.

The first is a really simple, minimal watch.

‘Clean face, tidy dial, thin strap. Brands like Timex or Citizen do this well. “They don’t try to overcomplicate things, and that’s exactly why they work,” he shared. ‘They feel classic rather than trend-oriented.

‘BROWN’ AUTO STYLES

‘Then you have solar-powered or automatic styles. These are watches that don’t rely on batteries or flashy gimmicks, and they tend to feel more “grown up” even at the entry level.

‘There’s something about a watch that doesn’t require constant attention and makes it feel more refined.’

SIMPLE, MINIMUM DESIGN

Lisa really likes ‘a simple stainless steel bracelet watch or a clean, sports-inspired design’. Photo of Idris Elba wearing an Audemars Piguet watch

Lisa doesn’t like “anything too big, anything that screams for attention.” A watch like this might cost hundreds of thousands, but it doesn’t scream for attention

Lisa also really likes ‘a simple stainless steel bracelet watch or a clean, sports-inspired design.’

‘Nothing is too big, nothing screams for attention. “It’s something that goes with everything from a blazer to weekend sweaters,” he added.

Even luxury designers can fall into the trap of overly loud looks; but models like Idris Elba’s simple, stylish Audemars Piguet work well.

SPORTS SMART WATCHES

Lisa also really likes ‘a simple stainless steel bracelet watch or a clean, sports-inspired design.’ Ed Sheeran is a big fan of colorful, sporty Swatches

Omega’s Bioceramic Moon Swatches start from around £270

“And interestingly, some of the more basic smartwatches now also fall into this category, as long as they are kept to a minimum,” he added. ‘The problem is no longer technology, it’s design.

‘The common point here is restriction. These watches don’t require much effort. They sit quietly well on the wrist.’