The 18k rose-gold Harry Winston Ladies Avenue watch ($33,600) features 1.85 carats of pink and white diamonds. 718 Fifth Ave., 212-245-2000; harrywinston.com

From Hublot, this Big Bang Black Rose watch ($21,900) comes with a black ceramic case and white-gold PVD bezel with pink sapphires and has a pink rubber strap with crocodile stitched on top. Cellini, 509 Madison Ave., 212-888-0505; hublot.com

This Bertolucci Volta watch ($26,000) in 18k rose gold is set with 80 diamonds and 140 pink sapphires on the dial. Kenjo, 40 W. 57th St., 212-333-7220; bertolucci-watches.com

Time Check

Last year was a challenging one for every watch brand, but in particular for those operating in the luxury sector. Not only because disposable incomes were down, but because the overall atmosphere called for restraint.

Now that the economic outlook is improving, consumers are again feeding their luxurytimepiece cravings, putting quality, heritage and craftsmanship in high demand. Gone are the days of frivolous consumption when cheap movements and cases carried a fancy dial, a fancy name and a fantasy price tag. Customers today have become far more selective, favoring timepieces by long-established manufacturers with proven track records, solid histories and serious commitments to service (the new Patek Philippe ladies chronograph or the Rolex Datejust 41mm, for instance). After all, what good is it if the company that created your watch disappears by the time it needs service?

At the end of January, I visited the 20th annual Geneva Salon International de la Haute Horlogerie (SIHH) and saw firsthand the models of interest for the year ahead: the ultrathin Vacheron Constantin Historique 1955; the Jaeger LeCoultre Master Memovox International; the A. Lange & Söhne Lange 1 Daymatic; and the sleek Panerai Radiomir in pink gold, powered by the new in-house caliber movement. Wempe, 700 Fifth Ave., 212-397-9000

Jaeger LeCoultre Master Memovox International ($11,350)