Geneva Watch Days 2025 Expands in Scale and Scope

Geneva Watch Days will return from 4 to 7 September 2025 for its sixth and largest edition to date. The collaborative, decentralised watch salon will feature 66 participating brands, making it the most extensive iteration since the event's founding in 2020. With a blend of established maisons, independent ateliers, and emerging microbrands, this year’s gathering promises a comprehensive snapshot of the current state of watchmaking.

From Contingency Format to International Fixture

Launched during the pandemic as an alternative to large-scale industry fairs, Geneva Watch Days has evolved into one of the most important events on the international horological calendar. It was originally founded with the backing of Bvlgari, MB&F, Ulysse Nardin, and Breitling, all of which continue to play a leading role in its organisation.

Unlike Baselworld or Watches and Wonders, which rely on centralised exhibition halls, Geneva Watch Days encourages brands to host presentations in their own boutiques, hotels and private suites across the city. This format, now a defining feature of the event, has been praised for its flexibility, lower costs, and ability to facilitate meaningful dialogue between brands, press and collectors.

The event is supported by both the Canton and the City of Geneva, and is structured as a non-profit association with public-private governance. Its core principles remain openness, accessibility and adaptability.

What to Expect in 2025

The 2025 edition will again centre around a public exhibition pavilion near Lake Geneva. This space will serve as the anchor venue for programming, networking and display. Over 150 new watch references are expected to be presented, spanning high complications, métiers d’art, diving watches, limited editions and conceptual prototypes.

For collectors, the decentralised structure of the fair allows direct access to brand executives, designers and watchmakers in quieter, one-on-one formats. For independent watch brands without large marketing budgets, the Geneva Watch Days format provides international exposure without the financial barrier of participating in larger commercial salons.

A First-Ever Watch Regulating Championship

One of the major additions to the 2025 schedule is the inaugural Watch Regulating Championship. Organised in collaboration with a consortium of Swiss technical schools, this competition will feature participants adjusting and regulating mechanical movements under timed conditions. The initiative is designed to highlight the importance of precision engineering and to promote the next generation of technical talent.

The inclusion of a skills-based contest signals a shift in the event’s scope — from being primarily a commercial and media platform to also functioning as a centre of horological education and excellence.

The Phillips Charity Auction Returns

Another confirmed highlight is the third edition of the charity auction hosted by Phillips, in association with Bacs & Russo. Proceeds from this auction will be directed to financial aid programmes for young people seeking training in watchmaking and related crafts.

The initiative supports students through scholarships at institutions such as the École Technique de la Vallée de Joux and the Geneva Watchmaking School. Lots offered in past auctions have included unique pieces, prototypes, and private commissions from independent brands, often fetching significant results and attracting bidders from around the world.

Participating Brands

This year’s exhibitor list spans the entire spectrum of modern horology. Alongside historic houses such as Zenith, Doxa and Corum, the line-up includes independent leaders like MB&F, Urwerk, De Bethune and Greubel Forsey. Contemporary innovators such as Furlan Marri, Ming, and Massena Lab will share the stage with traditionalists like Frédérique Constant, Louis Moinet and Maurice Lacroix.

Notably, several returning brands including Bvlgari, Jacob & Co., and H. Moser & Cie. are expected to unveil pieces that build on their highly acclaimed 2024 launches, continuing trends in ultra-thin complications, high-frequency calibres and artisanal dial work.

The full list includes:
Akhor, Alpina, Alto, Amida, Artisans de Genève, Ba111od, Beauregard, Beda’a, Behrens, Bianchet, Bimbu, Breitling, Bremont, Bvlgari, Claude Meylan, Corum, Czapek & Cie, David Candaux, De Bethune, Dennison, Doxa, Egeiro, Emmanuel Bouchet, Favre Leuba, Fears, Frédéric Jouvenot, Frédérique Constant, Furlan Marri, Genus, Gerald Charles, Greubel Forsey, H. Moser & Cie., Hautlence, Jacob & Co., Konstantin Chaykin, Krayon, L’Epée, L. Leroy, La Fabrique du Temps Louis Vuitton, Laurent Ferrier, Lederer, Linde Werdelin, Louis Erard, Louis Moinet, Massena Lab, Maurice Lacroix, Mauron Musy, MB&F, Micromilspec, Ming, Oris, Perrelet, Phillips in association with Bacs & Russo, Raketa, Renaud Tixier, Singer Reimagined, Speake Marin, Squale, Stollenwurm, Tag Heuer, Trilobe, Tutima, Ulysse Nardin, Unimatic, Urwerk and Zenith.

An Industry in Transition

Geneva Watch Days continues to reflect larger shifts within the luxury watch sector. As consumers become more attuned to narrative, craftsmanship and independent production, the event provides a natural platform for brands that prioritise substance over spectacle. With fewer intermediaries and a direct-to-audience format, it offers an increasingly relevant alternative to traditional trade shows.

The 2025 edition is expected to draw journalists, collectors and trade professionals from Europe, Asia and the Middle East, many of whom view the event as the most efficient and rewarding stop on the annual horological calendar.