New location, same spirit

on November 6, 2012

3 minutes read

For its fourth edition, the Geneva Time Exhibition will be taking up its quarters in one of Geneva's landmarks: the Bâtiment des Forces Motrices. Meanwhile, the tone set for the event will remain unchanged: an intensely personal approach based on courtesy and professionalism.

WORLDTEMPUS – 6 November 2012

David Chokron

For many years, there was only one. The Basel Fair, or Baselworld as it is now known, subsequently gave rise to other watch trade fairs – a natural result of an explosion of supply and demand, and of the passion for watches. The Geneva Time Exhibition was born in 2009 from a two-fold need. Firstly, the need for a niche-type, disruptive or simply emerging brands eager to gain access to a place on a par with the watches presented and in which they could host visitors and showcase their models. And secondly, the need for an intermediate rendezvous not too close to the date of Baselworld and in the middle of winter. Held right in the midst of the “Geneva wonder week” as it is commonly nicknamed, the GTE provides an opportunity for effective networking and for optimising the presence of brands that are not afraid to present their new releases in two stages.

Among the forty or so exhibitors expected, the names that have become staple fixtures are planning to be back for the fourth edition to be held from January 20th to 24th 2013. The Frédérique Constant group will bring its three brands – the one bearing its name, along with Alpina and the Haute Complication specialists, Ateliers de Monaco. The Celsius cell phones expressing a decidedly horological spirit will be on show, as well Badollet, Milus and St. Honoré. Hautlence, the ambassador of the new watchmaking wave, will be on board for the first time, alongside mechanical ‘madmen' such as Peter Speake-Marin, Heritage Watch Manufactory and Antoine Moser. Classic elegance and fine watchmaking will also be featured with Laurent Ferrier and H. Moser&Cie. The list is by no means exhaustive and has not yet been finalised, but the centre of gravity has naturally shifted towards high-end brands, accompanied by a change of setting.

In 2012, the GTE takes its place within a central and historical site, the Bâtiment des Forces Motrices. Situated at the heart of Geneva, straddling the Rhône River that has barely emerged from Lake Léman at this juncture, it is one of the city's best-known, most representative and prestigious places. 1,000 square metres will be open to the public. Moreover, the central location is not merely a matter of material splendour, since the facility is both spacious and very near to the city hotels accommodating most of the trade fair visitors. Nor is the concept of closeness merely geographical, since the main feature of the GMT has always been its open-minded attitude. Access to the brands, to their products, and to the men and women who run them, has always been smooth and easy. Accreditation is handled directly via the event website: www.geneva-time-exhibition.ch.

As well as being a sales platform geared towards commercial efficiency, the GTE is a space in which brands can express themselves. It has no intention of losing this welcoming and informal soul. Neckties and caviar are optional, because simplicity is the watchword. Instead of sumptuous celebrations, each day of the next edition will end with an “after clock” – part happy hour part after-work party – where Geneva's winegrowers will offer samples of their handiwork.

The GTE does not aim to vie with or compare with other trade shows, since it remains a unique place in which to meet a range of innovative and surprising watch brands. Some have already acquired considerable stature, while others are just starting up or growing; and some are small in size but significant in terms of their creative contribution. All of them will be present within this symbolic and central location, ready and able to respond to all manner of questions and requests.