Watches & Wonders 2025: Everything You Need to Know About the Biggest Watch Event of the Year

Watches & Wonders Geneva is the most significant trade show in the watch industry, bringing together top brands, collectors, and journalists in Geneva, Switzerland. The 2025 edition is set to be the largest ever, with 60 exhibiting brands, a new leadership structure, and expanded access for the public.

This guide provides comprehensive details on the event, including dates, major changes, ticketing, and the full list of brands participating.

When is Watches & Wonders 2025?

• Dates: April 1–7, 2025

• Public Access: April 5–7, 2025

• Venue: Palexpo Exhibition Centre, Geneva, Switzerland

• Tickets: General admission tickets for public days are available for purchase

The first four days will be reserved for industry professionals, media, and retailers, while the final three days will be open to the public.

What’s New for Watches & Wonders 2025?

Leadership Changes

• Cyrille Vigneron (Cartier CEO) has succeeded Jean-Frédéric Dufour (Rolex CEO) as Chairman of the Watches & Wonders Geneva Foundation (WWGF), following Dufour’s two-year tenure (2022–2024).

• Chanel, Hermès, and LVMH have joined the WWGF board, ensuring broader industry representation beyond its Richemont origins.

A Record-Breaking 60 Exhibitors

For the first time, 60 brands will participate, surpassing the 54 exhibitors in 2024.

• Bulgari makes its Watches & Wonders debut, expanding LVMH's presence at the fair.

• Independent brands joining for the first time include:

• Christiaan van der Klaauw

• Genus

• Kross Studio

• MeisterSinger

• HYT and Armin Strom return after previous absences.

• Beauregard, a 2024 exhibitor, will not be present in 2025.

This expansion marks a turning point, with Watches & Wonders evolving from a Richemont-exclusive event into a more inclusive industry showcase.

New VIP Pass for Exclusive Access

For CHF 550 (~$600 USD), Watches & Wonders now offers an exclusive VIP Pass, which includes:

• Priority access via a dedicated entrance (no wait times).

• VIP Lounge access with complimentary lunch and refreshments.

• Private small-group guided tours (1.5 hours).

• Priority booking for exclusive product presentations (30 minutes).

• Reserved complimentary parking.

• A commemorative gift.

For general admission visitors, 2025 marks the first year they can pre-book product presentations and guided tours, a privilege previously reserved for journalists.

Which Brands Will Exhibit at Watches & Wonders 2025?

This year’s 60 exhibitors include a mix of heritage maisons, independent watchmakers, and contemporary sports brands.

The diverse lineup solidifies Watches & Wonders as a premier industry event, featuring legacy maisons, contemporary designs, and avant-garde independents.

Will More Major Brands Join in the Future?

• Bulgari’s debut raises speculation that Audemars Piguet, Breitling, and Swatch Group brands may consider joining in 2026.

• Breitling was rumored to be joining in 2025, but has not confirmed participation.

• Richard Mille and F.P. Journe continue to host private events in Geneva, rather than exhibit at Watches & Wonders.

As Watches & Wonders continues to grow, more industry leaders may feel compelled to participate.

Where is Watches & Wonders 2025?

📍 Location: Palexpo Exhibition Centre, Geneva, Switzerland

• Palexpo remains the primary venue, hosting the main exhibition.

• The event extends beyond the fairgrounds, encompassing Geneva’s luxury hotels and boutiques, leading to its unofficial branding as “Geneva Watch Week.”

Alternative Exhibition Locations Include:

• Beau-Rivage and President Wilson Hotels – hosting private brand presentations.

• Boutiques in Geneva’s Old Town – offering exclusive collector events and press gatherings.

Final Thoughts: Why Watches & Wonders 2025 is a Landmark Event

Key Highlights

✅ Largest edition in history, with 60 brands exhibiting.
✅ Bulgari joins for the first time, alongside independent newcomers.
✅ New VIP Pass, offering exclusive access.
✅ Expanded public engagement, including guided tours and product showcases.
✅ Palexpo remains the core venue, but Geneva Watch Week extends beyond.

With April 1st fast approaching, Watches & Wonders reaffirms its position as the most influential watch trade fair in the world, setting the stage for groundbreaking releases and industry-defining trends.