This unprecedented and exclusive adventure attracted enthusiasts from around the world, absolutely stunned and literally delighted to discover with such intensity and closeness the full diversity of watchmaking.
Watch fans came from England, Canada, the United States, France, Sweden, and Switzerland to learn more about the brands that welcomed them for the GMT Watch Safari 2025. The number of participants was limited to 18 for reasons of conviviality and quality of experience, and 11 of them had been sufficiently impressed by the first 2024 edition (with a different program) to return at the end of October 2025. While the appeal of this unique concept was the main motivation for their loyalty to the GMT Watch Safari, the pleasure of reconnecting with other enthusiasts was also frequently mentioned.
Thanks to Baume & Mercier, Bianchet, Bovet, Breguet, Breitling, Cartier, Chopard, Eberhard & Co., Jaeger-LeCoultre, L’Épée 1839, Lorige, Montblanc-Minerva, and TAG Heuer, as well as the Grand Prix d’Horlogerie de Genève, who amazed and delighted our readers by sharing their stories and creations with passion and expertise. With hospitality playing a key role in this exceptional adventure, visits were organized from the 4-star Fraser Suites Geneva and Beaulac Neuchâtel hotels, comfortable and ideally located in the city center for early risers or night owls wishing to enhance their stay with more tourist experiences.
At the end of each experience, the readers’ perception was radically different. All agreed that they would never see these brands the same way again, nor their watches merely as display products. They now perceive them as creations born of immense expertise and incomparable human passion, understand their value, and respect the labor whose depth they had never suspected.
Two CEOs and a limited edition
After a welcome dinner the night before in Geneva’s Old Town, allowing everyone to introduce themselves or reconnect in a friendly atmosphere, Monday set a very high standard in terms of exclusivity and quality of experience. Systematically divided into two groups (English-speaking and French-speaking), our readers began their week with visits to the Chopard and Breguet manufactories. Several surprises awaited them at Chopard, with a very comprehensive program: a visit to the gold foundry, the production of Alpine Eagle cases and bracelets, and the haute joaillerie workshops, a portrait photo with the Palme d’Or from the Cannes Film Festival, as well as lunch in the manufacture with co-president Karl-Friedrich Scheufele and his son Karl-Fritz, who has been with the Maison for two years. They took the opportunity of the GMT Watch Safari to unveil the Mille Miglia BMC Safari limited edition, created with Chopard for GMT’s 25th anniversary, and presented the first pieces to the participants who had pre-ordered them.
A change of universe in the afternoon at Breguet, within the workshops of the grand complications and those of haute horlogerie decorations, where they were amazed by the talent of the artisans from the Vallée de Joux, who also explained to them the subtleties of the various tourbillons, whose invention is credited to Breguet, and offered them the chance to test their skill at guilloché. The presentation of the brand’s new releases, which is celebrating its 250th anniversary this year, was given by CEO Gregory Kissling, a true product man and charismatic to the fullest.
Amadeo and Reverso, the case takes shape
Back in the Vallée de Joux on Tuesday morning, the “Grande Maison du Sentier” thrilled lovers of fine watchmaking. With 180 trades spread throughout its magnificently integrated manufacture, a centuries-old reference in haute horlogerie, rich with icons as varied as the Reverso and the Atmos, Jaeger-LeCoultre had designed an experience and a tour itinerary carefully balancing heritage and contemporary elements: the morning could only be a success.
A change of pace after a short transfer by luxury minibus to the Château de Môtiers, perched in the middle of the forest, offering a breathtaking view of the Val-de-Travers. Once owned by the Bovet family, this 13th-century castle was purchased by the current owner of the brand, Pascal Raffy, who established the museum, headquarters, after-sales service, and part of the production there, Bovet also having a manufacture in Tramelan. A timeless and disorienting place where the participants were welcomed for lunch and to discover the history and incredible creativity of Bovet, notably its patented convertible Amadeo case, which transforms the timepiece into a wristwatch, pocket watch, or table clock.
The magic of diversity
Why has Cartier become the world’s number two in watchmaking, and why was the small clock manufacture L’Épée 1839 acquired by LVMH? This was revealed on Wednesday. The experience at Cartier took place in two parts, revealing the two facets of the watchmaking giant: the ability to industrialize its production in an ultra-efficient 32,000 m² manufacture (currently expanding as its 800 employees are a bit cramped), and immense expertise in haute horlogerie and jewelry, in a Maison des Métiers d’Art nestled in a centuries-old farm just a few minutes’ walk away. The yin and yang of a brand that has made shaped watches the spearhead of its success, and that did not hesitate to let us behind the scenes of its achievements: explanations of aesthetic codes, manufacturing processes, and the logic of the machine parks, discussions with watchmaking artisans and in the various artistic crafts, followed by a debriefing lunch with the teams within the Maison des Métiers d’Art.
A radical change of scenery in the afternoon, when the CEO of the mechanical clock manufacture L’Épée 1839 welcomed us with open arms in the artisan zone of Delémont. During the visit, Arnaud Nicolas spared no anecdotes or manufacturing secrets, simply asking participants not to take photos of creations made for third parties (read his interview here). The last Swiss mechanical clock manufacture has notably distinguished itself through collaborations with MB&F and more recently Vacheron Constantin, for the creation of the piece The Quest of Time exhibited at the Louvre. It has diversified with mechanical art creations and clocks with very contemporary designs and unparalleled finishes.
Under the sign of the chronograph
Two destinies and the same passion were reflected in Thursday’s program, with visits to the Minerva (part of Montblanc) and TAG Heuer manufactories. The first was founded in 1858, the second in 1860, and both have never stopped producing watches. Both specialized in sports timing across multiple disciplines from the early 20th century. One now belongs to Richemont (which assigned this mechanical treasure trove to Montblanc), the other to LVMH. In the morning, the visit to Minerva began in the attics of the manufacture, filled with historical treasures of all kinds, described with exceptional expertise and passion by our guide. The participants were astonished by this discovery and its potential, following the rest of the visit in the haute horlogerie workshops with even greater attention. Minerva notably produces its own balance springs and is distinguished by its patent on the exo-tourbillon. At the head of Montblanc’s watch division, and therefore of Minerva, Laurent Lecamp praised his teams and got hands-on by presenting the current collections (read his interview here). Lunch in this place steeped in watchmaking history, with the charismatic leader and his passionate collaborators, was the cherry on the cake
The immersion in watchmaking history continued in the afternoon at a very dynamic pace at TAG Heuer, where the Heritage Director and the Technical Manager split the roles. The museum visit plunged participants into a tsunami of incredible anecdotes about the history of watchmaking and timing, recounted with talent by Nick Biebuyck, a true well of horological knowledge. The lab visit contrasted with its high-tech dimension, as innovation is not taken lightly at TAG Heuer, as evidenced by its recent breakthrough in carbon balance springs. For racing enthusiasts in the group, this racing environment further heightened the emotion felt.
Performance and scenography
On Friday morning, the perfectly orchestrated visit to the Breitling manufacture in La Chaux-de-Fonds (the brand also owns another in Grange) demonstrated the level of performance the brand aims for in everything it undertakes, since its takeover by Georges Kern in 2017. The pursuit of extreme precision is reflected in the name of the La Chaux-de-Fonds entity, “Chronométrie Breitling,” and in the COSC certification of the entire production. How is this achieved? This is what our participants, some of whom were engineers and therefore even more fascinated, discovered with wide eyes, as they went through all the stages of production and quality control, a skillful mix of cutting-edge technology and ultra-rigorous human mastery, all within a very modern building resembling an airport (see the dedicated article here). The farm lunch that followed, with the Breitling teams, was an opportunity to revisit certain points and learn even more.
Penultimate stop of the GMT Watch Safari, the guided visit led by a passionate expert to the Grand Prix d’Horlogerie de Genève exhibition at the Musée d’Art et d’Histoire in Geneva further expanded the horological landscape. The 90 timepieces selected by the Academy, perfectly staged in 15 categories, with even the possibility to touch them, reinforced the sense of the extreme richness of watchmaking creativity. The established classics nevertheless captured most of the participants’ attention.
Evening events, with added conviviality
In addition to the two daily visits to manufactures, the watchmaking immersion continued each evening in the company of watch executives, most often owners of their brands. Each chose the environment of their choice to host the participants around a dinner or cocktail dinner, in order to present their fundamentals and watches (contemporary and vintage according to their history) in an interactive format, fostering conviviality. This is how Lorige founder Clément Etienvre organized a reception at his partner CLX Motorsport, among the racing cars that inspire him: Lorige indeed holds a patent to manufacture its cases from brake pads of famous racing cars.
At Bianchet, the founding couple, Emmanuelle and Rodolfo Bianchet, welcomed the readers with great warmth in their lounge, a magnificent apartment overlooking Lake Neuchâtel. The emotion reached a whole new level when the participants realized that the entire Bianchet family works within the brand, including the three sons!
After the visit to L’Épée 1839, its CEO preferred to spend the evening in a private area of the Hôtel Beaulac where the participants were staying, taking with him the most iconic pieces of his collection. On Thursday, the beginning of the evening took place at the Eberhard Museum, in the brand’s historic building, before continuing at the renowned Ferme des Brandt for a lively and joyful dinner. Not only did the brand’s General Manager, Mario Peserico, orchestrate the entire evening by presenting the history and novelties of Eberhard & Co., but the representative of the family’s third generation, Ginevra Ripamonti, delighted the guests with her spontaneity.
On the final evening, Baume & Mercier brought together the fortunate participants near their hotel to showcase not only its heritage but also its new strategy and most contemporary models. The exchanges proved to be very rich on both sides, facilitated by the quality of the group as well as that of our hosts throughout the stay.
After everyone said their goodbyes and promised to meet again at each other’s homes, the GMT Watch Safari WhatsApp group buzzed all weekend with thanks, emotional photos, and heartfelt messages. Many have already arranged to meet again for the third edition at the end of October 2026. Personally, I can’t wait to see them again!
