Matthieu Humair, CEO of the Watches and Wonders Geneva Foundation: “For less than 40,000 francs, a brand can exhibit at Watches and Wonders!”

Matthieu Humair. In 2027, we will welcome 13 new brands, bringing the total number of houses present at the show to 75. Among the major brands, four were already announced in June: Breitling, Gallet, Universal Genève, and Damiani, which strengthen the core group of leading houses. In the Carré des Horlogers and on the mezzanine, we’re incorporating independent brands such as Akhor, Alain Silberstein, Berneron, Breva Genève, Fortis, Kerbedanz, Porsche Design, Singer Reimagined, and Stollenwurm.

No, that’s not the case. Watches and Wonders is the premier event in the watch industry, but it remains accessible to small brands. For 36,000 francs, a watchmaker can have a 20-square-meter booth in the Carré des Horlogers, with access to 1,800 journalists, 6,000 retailers, and nearly 60,000 visitors. In practice, by adding booth design, furniture, and branding, a small brand can exhibit, invite its clients, and reap significant benefits in terms of visibility and contacts for less than 50,000 francs. Several brands—including one that exhibited for the first time last year—told us that in a single day at the show, they achieved more than they did in an entire year.

No, it hasn’t gone up since 2022. Watches and Wonders is supported by a nonprofit foundation. Any funds not spent by the end of the show are returned to the brands. Every year, we return more, which means the actual price per square meter decreases. On average, for many brands, the price is actually around 1,650 francs per square meter, since we return about 150 francs per square meter.

It is the “major” brands—those exhibiting in the main hall with booths larger than 200 m²—that bear the bulk of these costs: invitations for the press and retailers, their travel expenses, and a large portion of the in-city events. Smaller brands in the Carré des Horlogers or the Mezzanine pay for their square meters and specific expenses, but not these structural costs. For accommodations, we negotiate with about 100 hotels, ranging from two- to five-star categories, and manage approximately 50,000 room nights, which allows us to secure preferential rates.

We have very good working relationships with all Geneva hoteliers. For higher-end hotels, we’ve generally managed to keep rate increases limited to 2%, indexed to inflation. A brand can easily find premium rooms for around 400 francs right in the city center. Again, the volume we represent allows us to negotiate these terms.

It likely stems from confusion between the costs billed by the fair and the additional marketing budgets that some major brands invest: parties, private events, and spectacular displays. These are their choices, not an obligation imposed by Watches and Wonders. The key is to understand that you don’t need to spend 200,000 or 300,000 francs to be there.

For major booths (minimum 200 m²), you often need to add about one-third of the booth’s cost for everything specific to the setup: layout, decoration, hospitality, private events, etc.The price per square meter remains at 1,800 francs. Some large booths, such as those of Rolex and Cartier, which exceed 2,000 m², obviously cost much more in absolute terms. Added to this are their own choices regarding catering, client reception, evening events, and internal design, which vary enormously from one brand to another. That’s why it’s difficult to give an “exact cost” per brand: beyond the square meter, everything becomes very specific.

We’re maintaining a strategy of controlled growth. In 2027, we’ll expand to 75 brands, with 13 new brands joining. The total booth area will increase from approximately 24,000 to 26,000 m², and the Carré des Horlogers has tripled in size over the past ten years to include 27 brands. Some brands, such as Corum in 2027 and H. Moser in 2026, have requested to move up to “major” status with spaces of at least 200 m², which clearly illustrates the return on investment they perceive. In total, including common areas—restaurants, the auditorium, the exhibition space, the Lab, and reception areas—we’ll exceed 80,000 m². And in 2028, we’ll reclaim half of Hall 1, adding approximately 5,000 m². This new area will be a modular event pavilion. It will be able to accommodate booths, an auditorium, or other formats yet to be defined. This will give us a little more breathing room, but always with a very clear goal: to grow in a controlled manner to preserve the quality of the experience.

We’re launching a new decor inspired by the reflections of the lakes and mountains that shape Geneva and its region, featuring sloped walls, new bars, and new facades. The pillars will be removed, making circulation more fluid and the booths more visible and open. This project has been in development for several years in collaboration with designers and brands. The investment, amounting to several million, is covered by the major companies through an additional fee of approximately 90 francs per square meter per year for three years. Independent exhibitors, meanwhile, remain at 1,800 francs per square meter and on annual contracts.

We adjusted the format for 2027 to run from Monday through Sunday (from 5 to 11 April 2027): four days by invitation only, three days open to the public. Opening on Monday gives us an additional weekday, which is very useful for spreading out business meetings, better distributing the workload, reducing congestion during certain time slots, and improving the quality of interactions.

The goal is to make Geneva a full-fledged hub for the watch industry for an entire week. Through “In the City,” we’re increasing the number of cultural pavilions, craft demonstrations, exhibitions, and concerts, in partnership with museums, schools, the City of Geneva, and the Watch Industry Employers’ Association. It’s a way to nurture watch industry culture, reach a younger audience, and then naturally guide them toward Palexpo.

Today, Watches and Wonders Geneva is first and foremost the place where new releases are launched. At the show itself, and in its current format, the secondary market isn’t integrated as such. But never say never. For “in the city,” for example, it’s a topic we could definitely consider.

We’re working hand in hand. The message I’m sharing with you is his: openness, controlled growth, and the affirmation of Watches and Wonders Geneva as a global cultural platform for the watch industry. The Foundation Board now includes Jean-Frédéric Dufour as chairman, Nicolas Bos as vice-chairman, as well as representatives from Chanel, Hermès, LVMH, and Patek Philippe. Together with the 75 exhibiting brands—including a representative from the Carré des Horlogers—we are focusing on these areas: making the fair more accessible, strengthening its cultural dimension, and maintaining the excellence of the experience for the press, retailers, and the public.