by Geneva’s about to get a whole lot more punctual. The luxury watch world’s most spectacular event, Watches and Wonders 2025, is preparing to transform the Swiss city into a horological paradise this April. Featuring an unprecedented 60 participating brands, this expanded showcase promises to be the most ambitious celebration of timekeeping craftsmanship ever assembled.
THE GRAND STAGE EXPANDS
Remember when watch fairs were stuffy, exclusive affairs reserved for industry insiders? Those days are firmly in the rearview mirror. Watches and Wonders 2025 continues its evolution into a more accessible celebration of horology, running from April 1-7 at Geneva’s sprawling Palexpo exhibition center. The first four days maintain the traditional industry focus, welcoming retailers, journalists, and professionals to conduct business and preview the year’s innovations. But the weekend? That’s when the real party begins. From April 5-7, the doors swing wide open to the general public, allowing enthusiasts from around the globe to experience the pinnacle of watchmaking firsthand.
This expanded format reflects a fundamental shift in how luxury brands engage with their audience. No longer content to operate behind velvet ropes, the watch industry has recognized the power of direct connection with passionate collectors and casual admirers alike. The event organizers expect approximately 50,000 visitors to attend, creating an electrifying atmosphere as enthusiasts gather to witness the unveiling of timepieces that represent the absolute cutting edge of mechanical innovation and artistic design.
The Watches and Wonders Geneva Foundation has expanded its board to include luxury powerhouses Chanel, Hermès, and LVMH alongside founding members Rolex, Richemont, and Patek Philippe. With Cartier CEO Cyrille Vigneron taking the chairman’s reins from Rolex’s Jean-Frédéric Dufour, the foundation continues to strengthen its leadership while broadening its vision for the future of watch exhibitions.
STAR-STUDDED LINEUP: 60 BRANDS UNDER ONE ROOF
The 2025 edition shatters records with 60 participating brands spanning the entire spectrum of luxury watchmaking. Industry giants like Rolex, Patek Philippe, and Cartier will naturally command attention with their eagerly anticipated releases. Bulgari makes its Watches and Wonders debut, bringing its distinctive Italian flair and serpentine designs to the event for the first time. Independent innovators including Christiaan van der Klaauw, Genus, Kross Studio, MeisterSinger, Armin Strom, and HYT also join or return to the exhibition, ensuring a diverse range of creative approaches to timekeeping.
Beyond traditional exhibition booths, The LAB stands as a dynamic space dedicated to innovation and emerging technologies. Here, established brands mingle with ambitious startups, presenting 13 cutting-edge projects that push the boundaries of what’s possible in horology. Visitors can witness experimental materials, novel complications, and revolutionary manufacturing techniques that might define the next generation of timepieces.
Knowledge sharing takes center stage at The Auditorium, where brand presentations and expert lectures provide deeper insights into watchmaking’s technical dimensions. Meanwhile, the Longitude Zero Exhibition takes visitors on a fascinating journey along the Greenwich Meridian in search of the markers of time.
The 2025 edition places special emphasis on young talent, with apprentices, graduates, and emerging craftsmen highlighted throughout the show. This acknowledges the industry’s need to nurture the next generation while recognizing that 25% of tickets in previous years were purchased by people under 25.
GENEVA TRANSFORMS
While Palexpo hosts the main exhibition, the entire city of Geneva transforms into a horological playground with numerous concurrent events. Time to Watches returns for its fourth edition at Villa Sarasin, focusing on smaller independent manufacturers with over 70 exhibiting brands in a more intimate atmosphere. Open to the public with a 20 CHF one-day pass, it features vibrant programming including special events and after-work gatherings.
The Franck Muller group will host its own World Presentation of Haute Horlogerie at the historic Grand Malagny estate. Hotel Beau-Rivage serves as a hub for numerous independent brands while the Académie Horlogers des Créateurs Indépendants showcases over 20 independent watchmakers at L’Ice Bergues, including legendary masters like Philippe Dufour and Konstantin Chaykin.
The “In the City” initiative brings watchmaking directly to Geneva’s streets and historic buildings. Downtown boutiques become interactive learning centers with master watchmakers demonstrating their craft up close. The Watchmaking Village on the Pont de la Machine lets visitors try their hand at dial finishing or movement assembly under expert guidance. SwissSkills 2025 qualifications bring competitive energy as young watchmakers compete in timed challenges requiring extraordinary dexterity and focus.
For those planning to attend, public days tickets will be available exclusively through watchesandwonders.com starting February 11, 2025. These include complimentary access to Geneva’s public transport network and a 50% discount on entry to the Salone del Mobile.Milano 2025.
INDUSTRY INSIGHTS & EXPECTATIONS
Watches and Wonders 2025 arrives during an adjustment period for the luxury watch industry, with export values down 2.8% in 2024 and the secondary market experiencing 11 consecutive quarters of declining prices. Many brands are expected to respond by focusing on their iconic, foundational timepieces.
Women’s watches appear poised for renewed attention, with brands creating purposefully designed timepieces rather than scaled-down men’s watches. Material innovations will drive excitement, with expanded use of ceramic in new colors and broader adoption of titanium. Watch experts anticipate Rolex might celebrate the GMT-Master’s 70th anniversary with special releases like a white gold or Everose gold ‘New Coke’ GMT-Master II.
For one spectacular week, Geneva becomes the global center of a community united by appreciation for mechanical artistry, precision engineering, and timeless design. The 2025 edition’s expanded format ensures everyone can find their path into this fascinating universe where art meets engineering and tradition meets innovation. Mark your calendars for April 1-7, when the world’s most creative watchmakers gather to showcase their latest masterworks and celebrate the extraordinary human ingenuity that transforms simple components into objects of enduring beauty.