What Is Watches and Wonders? A Guide to the Luxury Watch Fair
Watches and Wonders is the Met Gala of the watch world — a week where the biggest names in horology pull back the curtain on their latest creations. Held annually in Geneva, it’s where brands like Rolex, Cartier, Patek Philippe, or TAG Heuer drop their headline pieces for the year, and where the industry’s most influential collectors, tastemakers, and media descend to decode what’s next.
But it’s more than just a trade show — it’s a flex, a forecast, and a cultural moment for anyone who lives and breathes timepieces. Whether you're deep in the world of complications or just curious about what the future of luxury watches looks like, Watches and Wonders is where the story starts.
Vacheron Constantin
When and where does Watches and Wonders take place?
The event takes place annually in Geneva, Switzerland, usually in the spring. In 2025, it’s set to run from April 1–7, with select days open to the public for the first time.
Why is Watches and Wonders important?
Watches and Wonders isn’t just about new releases — it’s a cultural moment for collectors, brands, and creatives. It shapes the future of watch design, innovation, and the conversation around luxury.
For deeper insights and on-the-ground reporting, check out our watch editor Donovan Barnett, who covers everything from grail drops to industry shakeups.
Who attends Watches and Wonders?
Expect a who’s who of the horological world: top-tier journalists, retailers, watchmakers, collectors, and celebs with a thing for grails. It’s the industry's biggest stage.
Can the public visit Watches and Wonders?
Yes — in recent years, select days of Watches and Wonders have been open to the public, allowing watch fans to experience the magic firsthand. Tickets usually go on sale weeks before the event.
What brands are at Watches and Wonders?
Watches and Wonders 2025 in Geneva will showcase an impressive lineup of 60 esteemed watch brands. While the complete list is extensive, here are some of the notable participants:
A. Lange & Söhne
Alpina
Angelus
Armin Strom
Arnold & Son
ArtyA Genève
Baume & Mercier
Bell & Ross
Bremont
BVLGARI
Chanel
Chopard
Christiaan van der Klaauw
Chronoswiss
Cyrus Genève
Czapek & Cie
Eberhard & Co.
Ferdinand Berthoud
Frederique Constant
Genus
Gerald Charles
Grand Seiko
Grönefeld
H. Moser & Cie.
Hautlence
Hysek
HYT
IWC Schaffhausen
Jaeger-LeCoultre
Kross Studio
Laurent Ferrier
Louis Moinet
MeisterSinger
Montblanc
NOMOS Glashütte
NORQAIN
Oris
Panerai
Parmigiani Fleurier
Pequignet
Raymond Weil
Ressence
Roger Dubuis
Rudis Sylva
Speake Marin
Trilobe
U-BOAT
Ulysse Nardin
Vacheron Constantin
Van Cleef & Arpels
For the full list and more details, please visit the official Watches and Wonders website.
Sources
What new watches were released at Watches and Wonders?
Each year, brands drop their biggest novelties — from fresh takes on classics to experimental complications. Expect updates to icons like the Daytona, Santos, or Aquanaut, plus boundary-pushing new designs.
Catch our watch editor's - Donovan Barnett’s picks and commentary on the most hyped and slept-on releases from Watches and Wonders.
Is Watches and Wonders the same as SIHH?
Yes — Watches and Wonders is the rebranded version of SIHH (Salon International de la Haute Horlogerie). The event changed its name and format in 2020 to better reflect its global ambitions.
What are the biggest trends from Watches and Wonders 2025?
Each year introduces new themes in materials, color palettes, case sizes, and movements. Expect trends like sustainable watchmaking, bold dial designs, and ultra-thin complications.
How do brands prepare for Watches and Wonders?
Brands often work years in advance to debut new models, plan exclusive launches, and design immersive booth experiences to capture media and buyer attention.
What should I wear to Watches and Wonders?
The event leans smart-casual or business casual. Think elevated fits — tailored jackets, designer sneakers, and of course, a statement watch.
Are independent watch brands at Watches and Wonders?
Yes, alongside heritage maisons, you’ll find rising independent names pushing the boundaries of watchmaking with unique designs and micro-productions.
How does Watches and Wonders compare to other watch fairs?
Unlike Baselworld or Dubai Watch Week, Watches and Wonders event offers a curated, luxury-focused experience with deep storytelling, brand education, and fewer distractions.
