Watches & Wonders 2025: Record Numbers and Renewed Energy at the Heart of Haute Horlogerie

The 2025 edition of Watches & Wonders Geneva concluded with record-breaking success, underscoring its position as the most influential event in contemporary watchmaking. With significantly increased attendance, strong engagement from professionals and the public alike, and a broader cultural footprint, this year’s salon highlighted the vitality and evolving identity of the industry.

More Than 55,000 Visitors – and Rising

The fair welcomed over 55,000 attendees, a 12% increase compared to 2024, including 6,000 retail professionals, 1,600 journalists, and 23,000 visitors during the public Open Days (5–7 April), which saw a 21% growth year-on-year.

Originally conceived as a trade-focused gathering, Watches & Wonders has transformed into a public-facing cultural event. Under the leadership of the Watches and Wonders Geneva Foundation (WWGF) and with the support of the Fondation de la Haute Horlogerie (FHH), the fair has gradually embraced a broader mission, promoting not just the commercial side of watchmaking, but also its educational and artistic dimensions.

“In the City”: Watchmaking Beyond Palexpo

Complementing the main exhibition halls, the “In the City” programme once again proved instrumental in extending the fair’s presence throughout Geneva. Installations, brand showcases, and demonstrations were staged in boutiques, galleries, and public squares, offering immersive experiences for residents and visitors alike.

Flagship maisons including Cartier, Patek Philippe, Vacheron Constantin, IWC, Jaeger-LeCoultre, and TAG Heuer opened their doors for curated displays and interactive events. These in-situ presentations allowed a closer look at artisanal techniques, métiers d’art, and new collections in more intimate settings.

A Platform for Expression and Industry Dialogue

The fair reaffirmed its role not only as a major trade event but also as a creative platform. According to the WWGF, the format continues to allow participating maisons to articulate their own aesthetic and technical identity, while connecting with collectors, clients, and a wider audience through design, storytelling, and innovation.

This year’s trends reflected that diversity. Smaller case sizes gained traction, enabling brands to explore new material textures, colours, and proportions. Skeletonisation remained a key theme, with openworked designs evolving from traditional showpieces into more refined, contemporary interpretations. Jewellery watches, particularly in women’s collections, demonstrated how mechanical watchmaking and haute joaillerie continue to converge.

Several maisons also used the occasion to present sustainability initiatives, in-house developments, and cross-disciplinary collaborations, further underlining the fair’s role as a showcase for forward-thinking horology.

International Appeal and Digital Momentum

High-profile guests from across the worlds of sport and culture added to the event’s visibility, among them Usain Bolt, Roger Federer, Carl Lewis, and Hans Zimmer. Their presence helped underscore the growing cultural relevance of modern watchmaking.

Online engagement continued to expand, with the hashtag #watchesandwonders2025 reaching an estimated 700 million users – a 17% increase over 2024 – driven by interactive content from brands, influencers, and media outlets.

Educating the Next Generation

A core mission of the WWGF and FHH is to support professional training and the future of Swiss watchmaking. This year, more than 10,000 students and young adults participated in events focused on horological education and career pathways, held in collaboration with SwissSkills 2025. Attendees were introduced to key métiers – including movement assembly, case polishing, and CAD design – reinforcing the relevance and accessibility of careers in watchmaking.

A Fair in Transformation

From its roots as SIHH to its current iteration as Watches & Wonders Geneva, the fair has evolved into something much larger than a commercial showcase. The 2025 edition confirmed its role as a dynamic intersection of craftsmanship, innovation, education, and cultural relevance.

As the industry looks ahead to challenges and opportunities in sustainability, digitisation, and demographic shifts, Watches & Wonders stands out as a model for how traditional luxury can remain progressive, inclusive, and globally engaging.