Look at the sizing. Seiko and Citizen make very good women's watches, but they're generally VERY small and VERY traditional. Many would be a tough sell to women under 40, let alone under 60.What's wrong with a ladies Seiko watch? Or Citizen..
Beyond that a lot of the decent-ish non-fashion-ish brands still make a lifestyle statement for women. Are you outdoorsy enough to wear a VSA? Fancy enough to wear Movado? Graphic Designer? Get a Mondaine ;-)
I've had good luck with Bulova (wider variety than Citizen, not always *as* conservative.)