Of course, this is not really a "ladies" watch in that it doesn't look like jewlery, but that's what she likes for everyday wear. It was cheap too, I think, for an automatic that runs well, only 55 USD. I looked for one I might wear, but only found them too small. Edox makes some nice looking mens and laides watches, though I don't know how well they are liked by watch lovers for their quality.
I don't think it's a trend. If a woman belongs to a specific age group from a certain sub-culture, if you will, the idea of wearing a gold jewelry watch below the age of 35 has never been popular in my experience.
I was in the same boat just a few months ago. My girlfriend wanted a watch but that's about all I knew and I'm not a big watch guy so I didn't know what brands to go with or look at. I found this site while I was looking around http://www.squidoo.com/best-womens-watches-for-the-money and it helped with giving me some different ideas and price ranges. I ended up going with the michael kors mk5415 model and she ate it up, loved it! like i said, i don't know watches very well but if you ask me I think michael kors is the way to go.