Watches and Wonders Geneva, the premier event for Swiss watchmaking, features 66 exhibitors including Audemars Piguet and anticipates more than 55,000 visitors from 125 countries. Established from the former SIHH in 2020, the fair has grown significantly under the Watches and Wonders Geneva Foundation.
The Watches and Wonders fair traces its roots to the Salon International de la Haute Horlogerie (SIHH), founded in 1991 for industry professionals. Renamed in 2020—though that edition was cancelled due to the pandemic—it is now organized by the Watches and Wonders Geneva Foundation, launched in 2022 by Rolex, Richemont, and Patek Philippe, with Chanel, Hermès, and LVMH on the board. The foundation promotes watchmaking globally through this Geneva event at Palexpo and related activities like the 'In the City' program. Over the past two years, it has opened to the public on weekends and the closing Monday, boosting attendance to over 55,000 in 2025 from 125 countries, up from previous years with 66 exhibitors this time, including newcomers like Audemars Piguet. Brands invest heavily, starting preparations the previous summer for new model launches that can shape their strategies. Stands and meetings with 6,000 retailers and 1,600 journalists carry high stakes. Michael Guenoun, CEO of Baume & Mercier, noted last year the fair's demonstration of 'the resilience and irresistible appeal of Swiss watchmaking' and a younger clientele's growing interest. He highlighted retailers' demand for fewer, stronger-identity references at accessible prices, balanced across genders with retro elements. Jérôme Lambert, CEO of Jaeger-LeCoultre, showcased around twenty new Reverso models, describing the 95-year-old icon with 50 movements created for it, 14 currently in the collection, as 'truly exceptional' and multifaceted. Edouard Meylan, CEO of H. Moser & Cie, is expanding to a larger stand opposite Vacheron Constantin, praising fairs as launch platforms while committing fully to Watches and Wonders. The event opens on April 14, with extensive coverage from outlets like GMT magazine.