Column: Geneva Watch Days 2025 - Do you have to go?

The answer is clear: definitely! The summer festival of haute horlogerie, youngtimers, old hands and the cool kids of the watch world is definitely not to be missed!

Especially as Geneva promises the most beautiful "la belle vie" in summer. And you don't have to do much for that, except stroll from one watch highlight to the next - and perhaps enjoy a glass of champagne on the shores of Lake Geneva or on one of the balconies of the suites in the Beau Rivage in between.

The beauty of the Geneva Watch Days is that it is a decentralised event where strolling around is part of the experience.

The high art of watchmaking shows its casual side

Yes, the venerable art of Swiss watchmaking can do that too. This year, from 4 to 7 September 2025, Geneva will once again be the hotspot for the international watch world.

The Geneva Watch Days - launched in 2020 - have developed into one of the most exciting formats in the industry in just a few years. But, or better, because something is different from other formats: no exhibition halls without daylight, no anonymous hustle and bustle, no strict timetables.

Instead, there is an open, charming festival for connoisseurs, collectors and lovers of the finest watchmaking art, who can cavort in the city's most beautiful hotels and chic boutiques and showrooms - usually in mood-lifting sunshine. The central meeting point for everyone is the pavilion at the Rotonde du Mont-Blanc directly on the shores of Lake Geneva. That's right, it's a bit of a holiday.

An idea born in a crisis - today a model for success

The event was created in the middle of the pandemic in 2020, after the beginning of the end of Baselworld - admittedly still missed by everyone - had been heralded and major events in closed rooms were not possible. They were launched by Breitling, Bulgari, De Bethune, Girard-Perregaux, H. Moser & Cie, MB&F, Ulysse Nardin and Urwerk: eight watch brands with extremely different structures, philosophies and corporate constructs.

And it is precisely this diversity that can be seen today among the 66 exhibitors at the 2025 edition.

Diversity as a trademark: Youngtimers, old hands and cool kids

While the corporate giants push the challenging independent and small watch brands to the sidelines at Watches & Wonders, they take centre stage at the Geneva Watch Days - without the old hands having to worry about getting enough attention. Here, too, there is a relaxed atmosphere.

The programme includes premieres of the latest models, workshops, guided tours, discussion panels in the "Glass Box" right next to the central pavilion, auctions and networking events. The Fondation Haute Horlogerie (FHH) also offers educational formats where visitors can experience the secrets of mechanical masterpieces up close.

Watch enthusiasts who cannot be there in person will be kept up to date by the new media partners Radio Lac and Carac TV. They will be presenting short features, interviews and live reports throughout the week.

To come back to the initial question: Do you have to go to the Geneva Watch Days?

"Yes, as a watch lover you have to go!"

Antje Heepmann

Stay tuned - we will soon be showing you the latest creations from the youngtimers, old hands and cool kids!