Time For Love: Luxury Watches Are The New Engagement Rings

When it comes to popping the question in 2025, more and more couples are trading in traditional diamond rings for something just as precious—but with a twist. Enter the engagement watch: a luxury timepiece gifted as a symbol of love, commitment, and, yes, impeccable style. 

According to Pinterest’s 2025 Wedding Report, individuality is defining the modern engagement era. Couples are putting their own spin on long-standing traditions—opting for unique stones, nostalgic colour palettes, and increasingly, replacing or complementing engagement rings with high-end watches. And why not? After all, a luxury watch isn’t just a piece of jewelry—it’s a wearable heirloom that marks the moments that matter most. 

“We are seeing a growing number of couples choosing timepieces to commemorate their engagement, and it’s a trend we welcome,” says Matthias Breschan, CEO of Longines. “A watch is something you wear every day; it becomes a part of your story. Selecting a timepiece to mark an engagement feels modern and personal. It’s a lasting symbol of love, but also something that reflects your individual style.” 

The shift is part romantic, part practical, and all about expressing identity. Toronto-based jewelry designer Alexandra Mann, owner of Alexandra Mann Jewelry, has seen this shift firsthand. “As someone who designs engagement rings, I’ll be the first to say they are stunning. But, after a while, they can start to look similar,” she says. “A watch gives you the chance to tell your story in a way that feels fresh. Additionally, with more women proposing to men these days, it’s a natural choice—many men prefer watches over rings.” 

Mann, whose business includes a growing collection of vintage timepieces, loves the symbolism that comes with engagement watches. “A watch is such a personal object. It travels with you, and it holds memories,” she explains. “When a timepiece is given with intention, it becomes more than an accessory—it becomes a part of your story.” 

For RADO CEO Adrian Bosshard, this evolution in gifting rituals makes perfect sense. “A watch has many special advantages,” he says. “It has a beating heart and represents time in its many facets. Time spent together. The future ahead. It also ensures you are punctual on your wedding day.” 

Bosshard adds that gifting watches for special occasions is already part of many cultures around the world. With more young couples seeking meaningful and emotionally resonant alternatives to rings, he predicts the engagement watch will only grow in popularity. “With a premium timepiece, you have such a range of styles to choose from to suit every individual taste.” 

And just as the engagement ring world has seen an influx of creativity with lab-grown stones and coloured gems, the luxury watch industry offers variety across styles and price points. Vintage models, in particular, are having a moment. 

“When you are looking at vintage pieces, the story behind the watch adds so much more depth,” says Mann. “I love the idea of choosing a birth year watch, or a model from the year you met. It adds an extra layer to your engagement and makes the piece feel completely yours—like it was waiting for this exact moment.” 

Mann also notes an emerging trend: designing wedding bands that are meant to complement your engagement watch. “Instead of seeing the band as a standalone piece, you’re building a set that speaks to your full story,” she explains. “If the watch has a fluted bezel, maybe your band echoes that texture. If your timepiece is vintage, you could incorporate old-cut stones or Art Deco detailing. If it’s super modern and minimal, a bold, sculptural band can make a huge statement.” 

Ultimately, an engagement watch isn’t about replacing the ring—it’s about expanding what’s possible. It’s a celebration of love, style, and the moments that make time stand still. Because what better way to honour your forever than with something designed to stand the test of time? —Alison McGill