Luxury Watch Brands Embrace Mini Trend

Smaller case sizes from 18 to 26 millimeters drive demand among younger buyers

Apr. 11, 2026 at 9:18pm

Got story updates? Submit your updates here. ›

A close-up, photorealistic studio photograph of a small, elegant luxury watch with a 23mm stainless steel case resting on a clean, monochromatic background, conveying the refined, exclusive nature of the mini watch trend.As the luxury watch industry embraces smaller, more versatile case sizes, mini watches have emerged as a significant new revenue stream.Palm Springs Today

The luxury watch industry has seen a significant shift towards mini watches, with brands like Cartier, Piaget, Chopard, and Audemars Piguet offering models with case sizes ranging from 18 to 26 millimeters in diameter. This trend is driven by the rise of watches as jewelry, changing aesthetic preferences, and a reaction against the oversized watch era.

Why it matters

The mini watch trend represents a structural change in the luxury watch market, as smaller, more wearable and versatile timepieces appeal to a broader, younger audience beyond traditional collectors. This shift is crucial for an industry navigating slower growth and shifting demographics, with the mini watch category poised to be a significant source of future demand.

The details

After more than a decade of oversized 44-millimeter watches being popular, the most coveted luxury watches in 2026 are now barely larger than a postage stamp. Brands like Cartier, Piaget, Chopard, Audemars Piguet, Longines, and Chanel have all embraced the mini watch trend, offering models ranging from 15 to 26 millimeters in diameter.

  • In 2024, Cartier unveiled its new Tank Louis Mini watch, which immediately sparked high demand.
  • In 2024, Audemars Piguet released its new Royal Oak Mini Frosted Gold, measuring just 23 millimeters in diameter.
  • In 2025, Cartier raised prices globally, with the increases concentrated disproportionately on its smallest models.

The players

Cartier

A French luxury goods company and one of the leaders in the mini watch trend, offering models like the Tank Louis Mini and the 'Les Mini' collection.

Piaget

A Swiss luxury watch and jewelry manufacturer that has relaunched its Limelight Gala in a 26-millimeter case.

Chopard

A Swiss luxury watch and jewelry brand that now offers the Happy Sport starting at 25 millimeters.

Audemars Piguet

A Swiss luxury watchmaker that has brought its iconic Royal Oak down to 23 millimeters.

Longines

A Swiss luxury watchmaker that has launched the Mini DolceVita at 21.5 by 29 millimeters.

Got photos? Submit your photos here. ›

What they’re saying

“When Cartier unveiled its new Tank Louis Mini at Watches & Wonders 2024, Robb Report's Lifestyle Director Justin Fenner was inundated with messages following a single Instagram post of one on his wrist.”

— Justin Fenner, Lifestyle Director

“Cartier CEO Louis Ferla confirmed as much in the Richemont annual report, writing that 2025 was defined by the 'exceptional performance of mini watches.'”

— Louis Ferla, CEO

What’s next

As the mini watch trend continues to gain momentum, it will be interesting to see if other luxury brands follow suit and embrace smaller case sizes. Additionally, the industry will be closely watching to see if this shift towards mini watches proves to be a lasting structural change or a more cyclical trend.

The takeaway

The mini watch trend represents a significant shift in the luxury watch market, as smaller, more wearable timepieces appeal to a broader, younger audience beyond traditional collectors. This change is crucial for an industry navigating slower growth and shifting demographics, with the mini watch category poised to be a key driver of future demand.