However, watchmakers optimistically say that watches regain popularity when consumers reach their 20s and 30s. By then, they are willing to spend money on a quality timepiece that doesn’t just keep good time. Fifty years ago, watchmakers boasted about their products’ accuracy. But in recent years, the watch industry has transformed itself into an accessory business. And for many today, the image a watch communicates has become more important than the time it tells.

　　“Complications” — features that go beyond simple timekeeping —are an important part of a watch’s image. Today’s watches offer a host of features that suit almost any personality. These features include altitude trackers, compasses, lunar calendars, USB drives, and even devices that measure the effectiveness of golf swings!

　　Creativity is also a key element in today’s watches. For example, Japanese watchmaker Tokyoflash makes watches that don’t even look like watches. The company’s popular Shinshoku model uses different color lights to tell the time. It looks more like a futuristic bracelet (手镯) than a watch. Another Japanese watchmaker, EleeNo, makes a “handless” watch. Using a ring of circles to keep time, this watch makes an excellent conversation piece.

　　Whether a watch communicates fashion sense, creative flair or a love of sports, consumers want their timepieces to stand out. Nowadays, everyone has the same kind of gadget(小玩意儿) in their bags, so people want to make a statement with what’s on their wrists. Will this interest in wrist fashion last? Only time will tell!

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