A brief historical note: the name Watches and Wonders dates back to 2020, although that edition was cancelled due to the pandemic, as was Baselworld. The major watch fair held at Palexpo was previously known as SIHH (Salon International de la Haute Horlogerie), founded in 1991 and reserved exclusively for industry professionals. At the initiative of Rolex, Richemont and Patek Philippe, the Watches and Wonders Geneva Foundation (WWGF) was established in 2022 as a non-profit organization. Chanel, Hermès and LVMH are also represented on its board. The Foundation’s mission is to promote watchmaking worldwide through the organization of the Watches and Wonders Geneva fair.
Since then, each edition has attracted a growing number of exhibitors (66 this year, including Audemars Piguet) and visitors (more than 55,000 in 2025, from 125 countries). For the past two years, the event has also opened its doors to the public over the weekend and on the closing Monday, while a rich “In the City” program offers numerous activities and events to discover and enjoy the world of watchmaking.
At a time of high stakes
Brands often begin preparing for Watches and Wonders as early as the previous summer, whether they plan to unveil just a handful of new pieces or several dozen models. Around these few cubic centimeters of pure creativity - these condensed objects of desire soon to sweep across the watchmaking world - the entire rhythm of a company is set. Launching a timepiece may require years of R&D, and the success or failure of a new collection can significantly reshape a brand’s strategy. Likewise, the image conveyed by a stand speaks volumes about a brand’s ambitions, while the quality of meetings with the 6,000 retailers and 1,600 journalists from around the globe can generate repercussions that sometimes prove decisive for months to come. All these crucial factors demand meticulous preparation for this week-long event, for small and large brands alike.
For his first fair as CEO last year, Michael Guenoun, head of Baume & Mercier, praised “the resilience and irresistible appeal of Swiss watchmaking demonstrated by this fair and its attendance,” while expressing enthusiasm both for its capacity to innovate and for the growing presence of a younger clientele that continues to develop a passion for watches. In our pages, he also highlighted the insistence of his retailers on commercially attractive products at the right price, with fewer references but a stronger identity, well balanced between women’s and men’s watches and enhanced by a retro touch.
For Jérôme Lambert, CEO of Jaeger-LeCoultre, who unveiled around twenty new Reverso models in a variety of styles last year, Watches and Wonders is an opportunity to reaffirm “the character of the Reverso, which is truly exceptional and reflects the diversity of our Maison. It is 95 years old and 50 movements have been created for it, 14 of which are currently in the collection. By revisiting its fundamental expressions since its origins, we realized just how multifaceted it can be and how closely it is tied to the genius of the Manufacture.” Each year, the Jaeger-LeCoultre stand captivates visitors with its thematic staging and plays an integral role in conveying the brand’s message.
As for Edouard Meylan, CEO of H. Moser & Cie, who is stepping up in scale by moving from his modest stand in the Carré des Horlogers to the much larger space previously occupied by Montblanc (which is withdrawing), directly opposite Vacheron Constantin, he told GMT magazine last September: “In general, I believe fairs are excellent launch platforms, offering opportunities to meet clients and the media, but we must also ensure there are not too many of them. Watches and Wonders has now reached an entirely different dimension, and we are already 200% committed to its organization. In the meantime, we also exhibit at SIAR and Watch Time in the Americas, which are very specific and important for those markets, and then at the biennial Dubai Watch Week, which has established itself as a magnificent and essential event that all brands are delighted to take part in.”
At the heart of watchmaking news
Based in Geneva, our editorial team has been closely following these intense preparations with great enthusiasm since early January, meeting with executives, exchanging with their teams, and photographing and filming their creations. The GMT magazine issue published for Watches and Wonders features a special report highlighting the trends we observed during our immersions within the brands, along with a selection of the watches unveiled during the event. Even more content will be available on our website from the opening of the fair on April 14, as well as across our social media channels.
Beyond this key Geneva event, the most important in the world for watchmaking, watch weeks are multiplying and also seeking to establish themselves in brands’ calendars. In this article, we attempt to shed light on this phenomenon, which oscillates between passion and pragmatism.
