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Geneva has a special way of drawing you in. Whether it’s for a coffee by the lake, a stroll through the Old Town’s narrow streets, or – as has been the case every September in recent years – for the most “informal” yet perhaps most authentic event on the watchmaking calendar: the Geneva Watch Days. From September 4 to 7, 2025, the event hoists its sails once again, returning for its 6th consecutive edition with more ideas, more brands, and an even richer program.
After Watches & Wonders in early April – the world’s most prestigious watch fair – the Geneva Watch Days have become the second most important annual gathering for the industry and the public alike. Last year’s edition welcomed over 13,800 visitors, 600 journalists, and 250 retailers from around the globe. These numbers prove that Geneva Watch Days is no longer a small, “alternative” event: it has grown, matured, and evolved into a true summer celebration of watchmaking. This year, 66 watch brands are taking part – historic Maisons as well as a wealth of independent creators – turning Geneva into a meeting point for collectors, professionals, and every watch enthusiast.
From Breitling, TAG Heuer, Zenith and Bvlgari, to MB&F, Urwerk, and the extravagant Jacob & Co, the list of exhibitors is full of contrasts: heritage and tradition, boundless creativity, and fresh ideas. And that’s precisely what makes this event so unique: being able to admire up close both a Greubel Forsey tourbillon or a high-precision chronometer from Ferdinand Berthoud, and at the same time a playful creation from Konstantin Chaykin, all under the same roof.
Geneva Watch Days once again unfolds along the lakefront, with the central Pavilion expanding and embracing an even more summery character: sails overhead, striped deck chairs, nautical design elements, and amidst it all nearly 150 exceptional watches displayed in open-access showcases. Visitors – whether seasoned collectors or curious passersby – are invited to lose themselves for a moment in the world of watchmaking. At the Pavilion beats the true heart of the fair: lively conversations among professionals and journalists, spontaneous encounters between enthusiasts and CEOs of major brands, or casual meetings with renowned independent watchmakers. These small yet meaningful interactions create a relaxed atmosphere that makes Geneva Watch Days stand apart from any other watch exhibition.
Geneva Watch Days and Phillips in association with Bacs & Russo are once again organizing a charitable auction. Since 2023, the initiative has already raised over CHF 200,000 and established the Pierre Amstutz Fund, a scholarship fund named after the former director of the Geneva Watchmaking School. This fund supports students and apprentices facing financial hardship, giving them the chance to pursue their dream of becoming the next master watchmakers.
It is vividly described by Jean–Christophe Babin, CEO of Bulgari Group and President of Geneva Watch Days, addressing the participating brands: “Open up! Dare! Innovate! That’s what Geneva Watch Days is all about: creating a moment that’s spontaneous, relaxed, and free of pretense, one that resonates with the media, with retailers, and above all, with those who matter most to us: our clients.”
Perhaps this is the true secret of the event’s success. In an era where everything is becoming more digital and distant, Geneva Watch Days reminds us that nothing can replace personal connection: the conversation, the smile, the unexpected glance at a watch you never thought would steal your heart. So, if you love watches and happen to be in Geneva during these dates, this is an experience worth living. It’s your chance to feel the pulse of contemporary watchmaking: to meet the people behind the timepieces, discover creations in avant-premiere before they hit the market, and get a taste of a fascinating world where tradition, expertise, and the joy of creation come together.
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 • Zenith
