AbonnéWatches & Jewellery

Jean-Christophe Babin, President of the Geneva Watch Days: “We must have the wisdom not to grow too much”

By Cristina D’Agostino04 septembre 2025

Jean-Christophe Babin analyzes the profitability of the Geneva Watch Days, the dynamics of key markets, and the levers of growth for the watch industry, at a time when the sector is under pressure from U.S. tariffs.

Jean-Christophe Babin, CEO of Bulgari since 2013, was appointed CEO of LVMH's watch division in March 2025. He is also the president and cofounder of Geneva Watch Days (DR)

On the eve of the 2025 edition of the Geneva Watch Days (GWD), Jean-Christophe Babin speaks about a record number of exhibitors. In this interview, he shares his vision of a show that must prioritize quality over quantity, examines the economic challenges facing watchmaking, and unveils Bulgari’s ambitions—under his leadership—from China to the U.S., against the backdrop of a global market whose crises and opportunities are increasingly difficult to anticipate.

This year, 66 brands are exhibiting at GWD. Has the fair reached a critical size?

Geneva Watch Days was the first trade show to capitalize on collectors, with thousands expected to attend this year (Geneva Watch Days)

That’s a question we raised again recently, and I believe we must have the wisdom not to grow further. We want to preserve the spirit of decentralization, self-management, and conviviality that defined the show from the beginning, and avoid fierce battles to attract clients. That spirit requires limiting the number of brands. The Rotonde du Mont-Blanc, the epicenter of the Geneva Watch Days, is at its maximum capacity. It must remain a luxurious space of hospitality. The ideal number is probably 65 to 70 brands—no more.

How do you see the future of GWD, and what do brands expect in terms of business?

The show was born during the Covid pandemic. Losing all exhibition venues was a potential disaster for watchmaking. We reinvented the concept: an open, decentralized watch salon, spread across different sites, with Geneva as its hub. Each brand finds its own venue while benefiting from a shared structure and organization. From the outset, the State and City of Geneva were very responsive, supporting us with excellent conditions, especially in security and hotel infrastructure. For the first time, the fair also benefits from three private sponsors: Pro-Watch, AREAS, and Youhr.

The 2025 edition will feature a record number of exhibitors. 66 watch brands will be present at the Rotonde du Mont-Blanc (Geneva Watch Days 2024).

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