From April 1 to 7, 2025, Geneva will host a new edition of Watches and Wonders, the benchmark event in the watchmaking world. This year, 60 exhibiting brands will be present, setting a new record for the event. The biggest names in the industry, along with several rising independent brands, will unveil their latest creations and innovations. With the public opening from April 5 to 7, this edition promises to be a key moment for the industry.
A Strategic Gathering for the Watch Industry
Watches and Wonders is more than just an exhibition. It is a market barometer, a place where trends are set and where major brands impose their vision for the coming year. The event brings together collectors, retailers, distributors, and media from around the world, all eager to discover the direction brands are taking in design, complications, and commercial strategy.
In 2024, the show confirmed several major shifts: a focus on ultra-luxury, a scarcity-driven model, an overall upmarket movement, and increasing use of innovative materials. The 2025 edition is expected to continue along these lines, highlighting an industry that is increasingly polarized between exclusivity and new technologies.
Brands Present at Watches and Wonders 2025
This year, 60 brands will exhibit in Geneva. Among them are industry giants as well as independents known for their innovation.
Richemont Group Brands:
- A. Lange & Söhne
- Baume & Mercier
- Cartier
- IWC Schaffhausen
- Jaeger-LeCoultre
- Montblanc
- Panerai
- Piaget
- Roger Dubuis
- Vacheron Constantin
- Van Cleef & Arpels
Brands Under the Rolex Group:
- Rolex
- Tudor
LVMH Group and Affiliated Brands:
- Hublot
- Tag Heuer
- Zenith
Other Major Brands Present:
- Patek Philippe
- Audemars Piguet
- Chopard
- Grand Seiko
Independent Brands and New Exhibitors:
- Bulgari (new exhibitor in 2025)
- Christiaan van der Klaauw
- Ferdinand Berthoud
- Greubel Forsey
- H. Moser & Cie.
- Laurent Ferrier
- MB&F
- MeisterSinger
- Ressence
- Urwerk
- Kross Studio
- Arnold & Son
Key Trends to Watch in 2025
While official announcements remain under embargo, several major trends are already emerging for this edition:
- Ultra-luxury remains dominant – Brands are further tightening their offerings around rare, numbered models, reinforcing scarcity to attract collectors.
- The rise of advanced materials – Titanium, high-tech ceramics, and ultra-light alloys are becoming industry standards.
- Heritage and tradition reimagined – Many brands are opting for modern reinterpretations of their iconic models, integrating the latest technical innovations while preserving their identity.
- The impact of the secondary market – With the boom in resale and authentication platforms, brands are adjusting their distribution strategies to maintain control over their products and market value.
A Defining Event for the Future of Watchmaking
Watches and Wonders 2025 is more than just a showcase for new watches. It is a moment where key strategic decisions are made, shaping both the brands and the industry. Between the dominance of major houses, the rise of independents, and shifting market strategies, this edition will set the tone for the months ahead.
What can we expect from this event? Which brands will stand out, and what strategies will shape the future of watchmaking?
Answers starting April 1, 2025.
