Watches and Wonders opens its doors to the public at large and establishes itself as the largest platform for encounters among watch industry professionals.
What do you think Watches and Wonders represents for Geneva?
It is the largest event and the largest platform for watch industry encounters in Geneva! We work with around 60 hotels and 50 restaurants and the transport authorities as well as the municipal authorities are very involved, as is the tourist office, particularly for the “In the City” part of proceedings. Watches and Wonders has become the world's biggest watchmaking summit, and many regard it as the watch industry Fashion Week, where trends are launched as industry players meet and mingle. Set-up begins two months before the show opens, and during the week from 27 March through 2 April, more than 6,000 people work on its organization (including service providers), along with a similar number of employees of exhibiting brands, which welcome more than 25,000 visitors. The financial benefits for the city amount to millions in revenue.
In which ways is Watches and Wonders similar to previous editions?
I would say that we are maintaining the elements that make the Watches and Wonders Geneva show so successful, a real platform for encounters enabling this year’s 48 exhibiting Maisons to unveil their new products to the press, retailers, end customers, watch lovers and enthusiasts. More than an event, Watches and Wonders Geneva is a true watchmaking summit providing a chance or the entire industry to congregate. Each year we make it evolve with a series of additions in terms of content and services.
How is this 2023 edition different?
Among the new features we are introducing this year is the opening of the exhibition to the general public for an entire weekend. This will enable individuals to come and discover the wonderful world of horology. We invite everyone to register on our website to secure their spot and take advantage of this unique opportunity to immerse themselves in the exciting world of exceptional watchmaking. We are are notably welcoming new exhibitors such as Alpina, Bell & Ross, Charriol and Frédérique Constant.
Among the beautiful discoveries to be made at the Salon, the "What time is it?" exhibition by Swiss artist and photographer Karine Bauzin challenges our relationship with time and its perception.
Other new elements await the public, as for the first time Watches and Wonders will also spill over into Geneva with our “In The City” program aimed at a general audience. Special events in the boutiques of the Maisons taking part in Watches and Wonders will be held throughout the week, as well as a watch rally that will take visitors to various points of interest in the city of Geneva. In addition, special festive evening dedicated to watchmaking will enliven the Rues basses of the old town on Thursday 30 March starting at 5 pm, with musical stages, street entertainment and various artists. This is a real watchmaking highlight, enabling brands to unveil their new products, as well as a chance for the entire industry to come together and speak with one voice during this period, while providing future generations with a backstage glimpse of our industry.
Speaking of future generations, how do you approach them?
We actually work with lot with various educational establishments – whether watchmaking, business, marketing or other schools – throughout the year and they are invited to Watches and Wonders. We are also planning a LAB during the show, a place regrouping the exhibiting Maisons’s technological and digital innovation projects, along with those of the schools and start-ups. We really want to place innovation at the heart of the event. This LAB will serve as a place of exchanges, as well as an incubator for both ideas and new trends. Young people are at the heart of the project and we can see from ticket sales that many of them are signing up and taking advantage of the preferential CHF40 rate for under-25s to visit the show over the weekend. It is important to us to be able to explain to this new generation the values conveyed by watchmaking and what a watch contains. The series of talks given at Watches and Wonders during the weekend is aimed at both connoisseurs and devotees of fine watchmaking.
I imagine that there is a digital component for people who cannot come to Geneva?
That's right. We are capitalizing on everything put in place over the past three years due to COVID, in order to provide a digital platform both for both professionals and the public. They will be able to follow product launches, keynotes and morning shows, both live and recorded. We really want to spread and share the extremely rich content produced during the show. Many people will also consult it afterwards because it is not possible to keep track off everything on site, not to mention the content produced by the brands.
The heart of Geneva will beat to the rhythm of watch movements from 27 March to 2 April, at Palexpo as well as throughout the city, with many surprises to discover.
