We visited the watch buying team at online behemoth Amazon to discover all the cool, creative and contemporary watches on offer for AW16. Plus, get a sneak peek at some very interesting emerging brands…

We all know Amazon as a site for quick purchases, books, phone cases and the kind of products that are normally hard to find. If Amazon doesn’t have it, it probably doesn’t exist.

But what you might not know is that Amazon has a stellar watch offering, including established international brands, fashion giants and emerging newcomers ready to take the market by storm.

We were invited to discover exactly what Amazon has planned in the world of watches for AW16. And who better to show us round than the woman behind-the-scenes, Gemma Miskimmon, whose job it is to seek out the coolest, quirkiest and most enticing watches for Amazon’s digital shelves.

Here’s our run-down of the pieces we’re most excited about for the winter season…

So & Co

New York-based brand So & Co is all about chunky statement pieces, complete with plenty of crystals and rock ‘n’ roll detailing. This unisex 41mm quartz watch with a denim effect dial and leather strap is ideal if you want your wristwear to make a statement.

Vivienne Westwood

There’s something mysterious about this midnight blue Vivienne Westwood watch, which also comes in a more daytime-ready soft pink shade (pictured right). Now all you’ve got to decide is which one you’re going to choose.

Karen Millen

There’s a definite midnight blue theme emerging for AW16, with brands moving on from blue dials to something a little more sleek and sophisticated. This Karen Millen watch with a blue leather strap and a skinny crystal bezel is a great way to get the look, without descending into ‘bling’ territory.

South Lane Stockholm

Made in Italy and Switzerland, South Lane describes itself as a minimalist brand with avant garde detailing. The combination of silver tone mesh strap and mottled blue dial on this Signature Alpha watch is right up our street. Get ready to see this brand on Amazon soon.

Chi and Chi / Bulbul

We were instantly captivated by these minimalist watches, which will soon find their way onto Amazon. On the left is the Polygon watch by Taiwan-based design studio, Chi and Chi, while the watch on the right is known simply as the Pebble by Bulbul. The latter was designed by a trio of Danish design superstars, and is said to be inspired by the pebbles found on Scandinavian beaches.


If you want to break the mould and do the unexpected then this U-Boat watch is an ideal addition to your winter watch wardrobe. It’s also sporting an on-trend bronze shade, which was the colour of the moment at this year’s Baselworld Watch and Jewellery Show.

Trend Watch

When you’re not wearing your brand new midnight blue number, we can guarantee you’ll be lusting after one of these black, sparkly numbers – essentially the little black dress of watches! These options by Caravelle New York and Festina are good examples. Think bracelets straps, black cases, inky black dials and splashes of crystals for that glitter ball effect.

Closer look…

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