The Appeal of Watches and Wonders is Growing: Some 50 Brands Are on the Waiting List

The night before, Watches and Wonders set the tone in Geneva with the presence of American actor Patrick Dempsey at the Tag Heuer dinner, which brought together the international press, including only a handful of Swiss journalists. At the same time, Hermès showcased its “mysterious mechanisms” at the Palladium in an immersive and colorful setting, before unveiling its new releases first thing this morning.

Indeed, by 8:30 a.m., the bustling watchmaking scene was already in full swing, eager to discover the new releases and experiences offered by the 65 exhibiting brands. Once again, the fair confirmed its importance in the eyes of journalists and industry professionals from around the world, despite persistent geopolitical tensions that could have dampened this momentum.

This week, nearly 60,000 visitors are expected, including 15,000 clients invited by the brands, 6,000 retailers, between 3,000 and 4,000 service providers, and 1,700 journalists, not to mention the general public during the three days set aside for them. “The balance between 65 brands and 60,000 visitors is very good. By 2027, there will certainly be a slight increase in the number of exhibiting brands,” stated Cyrille Vigneron, president of the Watches and Wonders Geneva Foundation, this morning during an exclusive roundtable for the European press.

Another crucial point highlighted by the former CEO of Cartier and current President of Art and Philanthropy for the brand is making the industry more inclusive by attracting the general public, particularly the younger generation, which is clearly showing increasing interest in the watchmaking world: “25% of the daily tickets intended for the general public were purchased by people under the age of 25,” he explained. To this end, the organizing committee is focusing on new educational and fun activities within the fair, as well as on a unique collaboration with the Montreux Jazz Festival “In the City.”

Despite an average price per square meter of 1,800 Swiss francs, an increasing number of brands are eager to exhibit at this major watchmaking event. “About fifty brands are on the waiting list to participate in the fair,” Cyrille Vigneron told Luxury Tribune. However, the industry’s challenges are not sparing smaller players, some of whom are forced to postpone their participation until next year due to a lack of funds.

The grand return of Audemars Piguet, one of the industry’s “Big Four,” also marks this edition. “This demonstrates the event’s cultural significance. Watches and Wonders is an important platform for the watch industry,” explains Cyrille Vigneron. The Swatch Group, on the other hand, is once again notable by its absence. Matthieu Humair, CEO of the Watches and Wonders Geneva Foundation, adds: “Three years ago, we invited the Swatch Group to participate in the fair, and unfortunately the group did not wish to join us, but the doors remain open to them” .

Later that morning, the official opening of the fair took place in the presence of Ana Roch, President of the Grand Council of the Republic and Canton of Geneva; Helene Budliger Artieda, State Secretary of the State Secretariat for Economic Affairs; Alfonso Gomez, Mayor of Geneva, François Longchamp, President of Palexpo, Matthieu Humair, Cyrille Vigneron, as well as members of the Foundation Board and exhibitors.

From the auditorium, handshakes and hugs among the 65 CEOs of the exhibiting brands illustrated the industry’s grand reunion under the watchful eye of journalists. “While a few years ago the question of whether to maintain an in-person event in favor of a digital one was being raised, there is now no doubt about the relevance of the event,” declared Cyrille Vigneron. Before cutting the ribbon alongside Nathalie Fontanet, State Councilor in charge of the Department of Finance, Human Resources, and External Affairs, he concluded by emphasizing the urgency of embracing greater diversity and new social norms in the sector while striking the right balance.

Over the next three days, industry professionals and journalists will be immersed in a schedule of business meetings, conferences, and product presentations. While the excitement is already in full swing at Palexpo (“In the Salon”), it remains to be seen how the people of Geneva and the 60,000 visitors to the fair will keep up with the pace of the “In the City” concept, which will feature a variety of activities, including concerts organized by the Montreux Jazz Club. Because this year, let’s not forget, the fair promises “a city within a city.”