On April 1st, 2025, the city of Geneva welcomes an influx of horologists and watch enthusiasts through their doors for the highly anticipated Watches and Wonders event. The watch event of the year is where luxury and indie brands alike come together to show off their latest creations. With exclusive displays, conferences, panels, and launches, it’s like nothing else in the world of watches.
With our director, Max Brown, and myself, Harrison Brown, going along, we will be getting an inside scoop on the daily launches at W&W. To make sure you’re prepped and ready, we have everything you need to know about the weeklong event and where you need to be for the launches of the year!
History & Baselworld
Before I get into the magical world of Watches & Wonders, it’s important to understand the beginning of major watch events. Baselworld began in 1917 and was one of the most luxurious events of the year.
With brands like Rolex and Patek Philippe exclusively launching their new models, the annual event gained popularity, and getting yourself a booth may have cost more than your mortgage.
As the world came to a screeching halt in 2020, the event was cancelled, and caused the most anticipated event of the year to come to an end.
The Rise of Watches & Wonders
Richemont, a luxury goods conglomerate, that owns countless brands within the world of luxury watches, including IWC, Panerai, and Cartier, was known for exhibiting their latest launches at the second event of the season, Salon International de la Haute Horlogerie, or SIHH for short.
With the downfall of Baselworld, the top brands of the industry, Rolex and Patek Philippe, decided to move their launches, displays, and more to SIHH. Allowing the event to rapidly climb to that all important number 1 spot.
SIHH rebranded as Watches and Wonders, and due to the pandemic, it ran as an online festival until the world was ready for the magnitude of the true Watches and Wonders Geneva. Here, luxury brands showcase their most prized creations to journalists, VIP guests, and brands in the market for the next big thing.
When is Watches & Wonders?
Held on April 1st to April 7th, this event brings together some of the most prestigious watch brands in the world for a celebration of innovation and mastery of artisanry. Taking place in Geneva, Switzerland, Watches and Wonders indulges watch enthusiasts at the core of watch making ingenuity.
Who Will Be There?
Watches & Wonders brings together some of the biggest names in the watch industry. From Rolex to Cartier to TUDOR, anyone whos anyone will be in attendance. Including:
- TAG Heuer
- Grand Seiko
- Jaeger-LeCoultre
- IWC Schaffhausen
- Panerai
- Oris
- Raymond Weil
- Zenith
- Vacheron Constantin
- Montblanc
- Nomos Glashütte
Bulgari isn’t the only new addition to the expanding Watches and Wonders lineup. Six independent brands are also joining the roster—Christiaan van der Klaauw, Genus, Kross Studio, and MeisterSinger are making their debut, while Armin Strom and HYT are returning to the event.
Who Won't Be There?
As excitement builds for the exhibitions from the brands that will be in attendance, it is also just as crucial to know who won't be attending Watches and Wonders Geneva 2025.
Major brands such as Breitling were rumoured to be attending the watch event this year, however, both watch brands have confirmed that they will not be among the lineups.
It was also speculated that some brands from the Swatch Group would be joining us, which they have never done before. Although, it was later confirmed that none of the Swatch Group would be making their way to the heart of Swiss watchmaking.
Public Days
For the second year in a row, the doors to the timepiece event is open to the public. The first four days of the event are for watchmaking journalists, VIP guests, brands, retailers, and buyers.
However, the last three days, April 5th–7th, are open to the public. Perfect for watch enthusiasts and luxury good lovers alike to come and join the fun. With over 54 brands attending the event, there is sure to be something to blow your mind.
Watches and Wonders 2025 tickets are available for the public days of the event to enter the Saloon, and of course, children are welcome to enjoy the world of prestigious watch design.
Whats New?
A highlight of this year's event is the new Watchmaking Village at Pont de la Machine in downtown Geneva. Open throughout the event, it offers cultural and educational activities, including workshops and exhibitions, providing insights into the art of watchmaking.
Additionally, young professionals and trainees will showcase their work and projects in partner boutiques and at the Watchmaking Village, emphasizing the industry's emerging talents.
While specific details about evening events or concerts have not been announced, the comprehensive program of activities, workshops, and exhibitions promises an engaging experience for all attendees.
Watches & Wonders Geneva 2025 has been long awaited by those of us entranced by the world of magnificent timepieces. Whether you are a lake lover and wish to bask in the scenic views of Lake Geneva or are ready to propel yourself into the craftsmanship and engineering required to create incredible Swiss watches, then you must join us in attending a truly wonderful event; Watches & Wonders 2025.
