The multi-brand ‘phygital’ watch show will be held in August in Switzerland

The success of Geneva Watch Days 2020 has encouraged its founding and associated brands to organise the event again in 2021 with a very similar format: phygital, global, decentralised, self-managed and open to the public. Scheduled on approximately the same dates as last year – from August 30th to September 3 rd – it will bring together a group of some 20 brandsrepresenting the art of horology in various hotels, manufactures and boutiques in the world’s watchmaking capital.

While each of the Maisons will present its new products to the press and to customers in its own space – whether in a boutique, manufacture or hotel – this initiative will constitute one of the major multi-brand in-person watchmaking event in Switzerland. A common area set up at the Rotonde du Mont-Blanc be the rallying point. The show will be both physical and digital, enabling customers and media – still facing travel restrictions related to public health constraints in certain countries – to discover the latest models in real time thanks to video-conferencing technologies, making it global in scope and reach.

In addition to the respective exhibitions during the day, Geneva Watch Days will also celebrate this four-day eventin the evening with some festive moments organised exclusively forthe media and the associated brand’s customers, in strict compliance with prevailing public health measures, including social distancing. This will in no way dampen the convivial atmosphere, particularly because the vaccination campaigns will by then have been carried out on a massive scale, particularly in Switzerland.

This initiative was launched by a pool of Founding Benefactor Brands including Bvlgari, Breitling, De Bethune, Gerald Genta, Girard-Perregaux, H. Moser & Cie., MB&F, Ulysse Nardin and Urwerk, which have formed a non-profit association alongside Associated Brands: Arnold & Son, Czapek, Doxa, Ferdinand Berthoud, Frederique Constant Group, Maurice Lacroix, Oris and Reuge.

A few additional Maisons are still under discussion to join the event, which, of course, remains open to any brand wishing to be associated with it. Just as in 2020, Geneva Watch Days 2021 will benefit from the official support of the State and the City of Geneva.