London - Watch lovers, watch out. Your favourite accessory may be running on borrowed time.
Watches are falling out of fashion, a study has revealed – with a quarter of us preferring to use a mobile phone or computer to tell the time.
This is up from 18 percent just a year ago, suggesting that the clock on their demise is ticking rather rapidly.
And among the under-35s, the proportion relying on digital devices for timekeeping is even higher, at four in ten.
Market analysts Mintel, who conducted the research, said the trend is expected to continue in line with rising ownership of mobile phones.
Their report said: “As mobile phones allow consumers to do lots of things, watches need to become more technical and have multiple functions as well as telling the time, such as GPS and temperature gauge.
“For example, Seiko has developed a solar watch that can identify the time zone, date and time using the global network of GPS signals.”
However, there is still some hope for more traditional timekeeping technology.
The report also found that in an office setting, using a watch to tell the time is generally considered to look more professional - while taking out a mobile phone in a meeting is viewed as wasting time. - Daily Mail