The "casual chic" format behind GWD's success since 2020 was a huge hit with Zurich's watch enthusiasts, who were delighted to finally have such an event in what is Switzerland's financial capital. Guests descended on the fashionable city-centre location, decked out in GWD colours, to enjoy a cocktail reception, lounge areas, hands-on sessions with the watches, a chance to chat with brand CEOs and staff, and of course an area set aside to browse GMT and GMT XXL magazines, which proved as popular as the delicious appetizers among visitors across all generations.
Strength in numbers
The CEOs of three of the six founding brands — Antoine Pin (Bulgari, president of GWD), Georges Kern (Breitling, whose head office is a couple of blocks away) and Edouard Meylan (H. Moser & Cie., whose idea it was) — thanked guests and explained how the Zurich event had come about. After each edition, the exhibitors at GWD, which has always been self-directed and decentralised, meet for a debrief and to start planning for the following year. Rather than taking the concept across the Atlantic to New York, Edouard Meylan suggested crossing the River Sarine instead. There's a lot happening in Zurich but nothing specifically watch-related. "Let's go meet Zurich's collectors," suggested Meylan, for whom Geneva Watch Days has kept its original spirit: "This stopover in Zurich is an excellent example of collaboration. Large brands such as Breitling and Bulgari don't really need to be here. Budgets were kept within limits so that the smaller brands could take part and Breitling made its teams available for the organisational aspects." H. Moser was, incidentally, the brand that invited the most guests.
Speaking at the afternoon's press conference, Georges Kern told journalists "we never expected GWD to grow to this magnitude but the spirit is unchanged. Small brands, which have something different to offer, have the same visibility as the large ones. We're almost like incubators. We all have a duty to promote watchmaking and, in a way, this is our contribution to the industry, which employs 65,000 people in Switzerland and is one of the country's largest export sectors."While in Zurich, Breitling took the wraps off new versions of its Chronomat and announced the opening this summer of a 370-sq. m. Pop-up Museum in the city; part of celebrations for its 140th anniversary.
What next?
Antoine Pin was delighted by the level of attendance, declaring that "the vast majority of people invited, of all ages and genders, are here, including a great many collectors and enthusiasts" — proof that there is demand for this type of event. "We're still in a 'test and learn' phase. Brands are under no obligation to make a long-term commitment. It's still very flexible. Today's result exceeds all expectations." So what's next? "I see Geneva Watch Days as a celebration of watchmaking. The aim is to introduce the public to watchmaking's professions, people, brands and products, and to demonstrate and share the energy and vitality of our industry. It's part Fashion Week, part Art Basel, open to the public and adaptable to different times and places. Something the Seddiqi do extremely well with Dubai Watch Week."
The 5th Geneva Watch Days will run August 29 to September 2, 2024.
