Story Highlight
– Ralph Lauren’s watches featured prominently in Milan runway show.
– Collegiate heritage and personal tradition inspired Spring 2027 collection.
– Tom Hiddleston showcased the Stirrup watch front row.
– Watch industry adapting to younger consumers’ fashion-oriented approach.
– Ralph Lauren blends fashion and watchmaking in authentic narrative.
Full Story
A notable transformation is underway in the interplay between watches and fashion, with Ralph Lauren taking a prominent role.
For the second consecutive season, the American fashion house has prominently integrated its timepieces into its runway storytelling, this time showcased at its Spring 2027 menswear event in Milan. The Purple Label and Polo collections drew inspiration from collegiate influences and the idea of the gentleman athlete, emphasising a modern interpretation of tradition.
On the runway, casually rolled-up sleeves highlighted various watches, including the distinctive American Western model featuring a turquoise dial, alongside robust Bund-strap styles and sleek sports chronographs—none of which bore official model names, hinting at potential future launches.
Prominent actor Tom Hiddleston was spotted in the front row, proudly wearing the Stirrup watch, continuing the brand’s recurring theme. This follows the women’s SS26 show last September, where the equestrian-inspired Stirrup watch complemented striped garments, as well as January’s Paris Fashion Week FW26 event, which showcased a diverse range of Ralph Lauren watches to illustrate modern male lifestyles.
This consistent inclusion of watches suggests a strategic shift rather than a fleeting trend. Traditionally, the watch industry has functioned independently, with its own timelines and trends that evolved over decades, contrasting sharply with the fast-paced fluctuations of the fashion sector.
Historically, these two domains have coexisted with minimal interaction, but the gap is rapidly narrowing as the industry adapts to changing consumer behaviours. Younger buyers, in particular, now approach watches akin to other fashion accessories, viewing them as essential components of an outfit and expressions of personal style, rather than coveted long-term investments.
Fashion brands like Ralph Lauren have identified this opportunity early on. Those that are most credible have recognised the potential for a shared design vocabulary that allows both watchmaking and fashion to maintain their unique identities.
Ralph Lauren’s classic preppy aesthetic aligns harmoniously with the heritage-centric narratives of luxury watchmaking, lending authenticity to its runway representation.
Should this trend continue to bridge the high-fashion and mainstream markets, both sectors could reap significant rewards. The fashion industry introduces a compelling cultural narrative that elevates products to must-have status, while watchmaking brings centuries of craftsmanship and technical authenticity, which are invaluable to fashion. Ralph Lauren’s approach demonstrates a keen understanding of how to harmonise these two worlds.
