Sign of the Times

Reprinted from Perfect Timing

Watches make the perfect gift, but matching style to personality can be a challenge. When in doubt, turn to the stars for the perfect personality clue to select the ideal watch for your favorite person who has everything- or even for yourself. Americans consult astrology to choose their ideal dates, mates, and pets, so why not select a watch using the same method? To assist you with the task, the editors of Modern Jeweler sought the guidance of Madame Millennium, a pseudonym for a New York City-based designer and spiritual advisor to the fashion industry.

Aries (March 21-April 19) To complement the strong leadership tendencies in Aries, the obvious choice is a power watch, an all-steel dress sport watch with one of this year's larger, bolder cases. Multi-function sport watches are excellent choices, just make sure each function is easily and quickly read- Aries don't want to lose a minute of time to their competitors, whether on the court on in the boardroom.

Taurus (April 20-May 30) You could almost get away with giving a Taurus an inexpensive watch wrapped up in a fancy gift box. Don't try this though, lest you rouse their proverbial bull-in-the-china-shop temperament when the ploy is discovered. Remember, Taureans live in a material world. A gift of a high-quality watch with an unusual case, like a tonneau, complements their sentimentality.

Gemini (May 21-June 20) Even if you didn't know that Geminis like travel and taking off on the spur of the moment, you might guess that a dual time zone watch would be perfect for the twins. It's not so much to appease their dual personality, but more to do with Gemini's accurate airiness- here one minute, gone someplace else the next!

Cancer (June 21-July 22) A great way to calm down the moodiness of the crab sign would be to supply a touch of cool and calmness whenever the moment gets tense. What better than a blue dial sport watch that mimics the deep blue sea? Blue dials now come in an array of tones suited to any Cancer personality.

Big Mystery Watch
By Franck Muller
Leo (July 23-August 22) Since Leos like being the center of attention and don't mind showing off their love of the lavish, splurge on that expensive status brand watch. The more shiny gold and the more diamonds, the better. Your Leo will be appreciative but unquenchable in his or her desire to be treated like royalty.

Virgo (August 23-September 22) Virgos tend to worry about their own standards and want to be efficient and reliable in their own daily routines. You can assist them with the most precise watch choice: an officially certified chronometer.

Libra (September 23-October 22) Being of sound mind and balance, Libras like all things to be in harmony, including time. Keep their hours and minutes in sync with a repeater device that chimes for a melodious moment when they press the button. Of course, it's still up to you to ring their bells.

Scorpio (October 23-November 21) Anyone who has been around the physically demonstrative Scorpio knows that you have to keep an eye on their hands- especially in the dark. As a result, the most appropriate watch is one with plenty of tritium coating on its hands and indices to provide maximum luminosity. Also look for electro-luminescence at the touch of a button.

Sagittarius (November 22-December 21) Bearers of this sign are always traveling someplace. Even when Sagittarians aren't on a jet, their minds speed around the globe via movies, books, or the Internet. Help them keep their time and place no matter where they may be. They'll never miss any departures anywhere if you give them a world time zone watch.

Capricorn (December 22-January 19) Given serious minded Capricorn's practical temperament and organizational skills, a classic, no-nonsense day, date, and calendar watch would be ideal. Don't worry about battery replacements or even self-winding movements, the Capricorn likes nothing better than to make sure everything is in precise working order.

Aquarius (January 20-February 18) The Aquarian is inventive, unconventional, and creative, so stay away from the traditional or classic timepieces. Opt for alternatives such as watch collections created by graphic designers and other inventors who have an offbeat slant on watch design.

Pisces (February 19-March 20) Since the Pisces, secretive scaled ones they be, will probably be as tight-lipped about their watch selections as they are about everything else, here's a clue. Think fish. Think underwater. Think stainless steel diver's watch with a rubber strap.