The Watches and Wonders trade show in Geneva, held from April 1 to April 7, set new records in attendance and social media reach, showcasing the continued growth of this prestigious luxury watch event. This year, over 55,000 visitors attended, marking a 12% increase compared to last year’s 49,000. Retail representatives also rose by 5%, reaching 6,000, while the number of journalists attending grew by 7%, totaling 1,600. Public ticket sales were up 21%, with 23,000 tickets sold.
Social media activity surged, with the hashtag #watchesandwonders2025 reaching over 700 million people globally. In addition to being a key event for the year’s watch introductions, the fair featured guided tours, workshops, presentations, panel discussions, and entertainment, making it a hub for both enthusiasts and industry professionals.
“The success of our initiative to open the show to a broader audience, including all demographics, is evident,” said Watches and Wonders CEO Matthieu Humair. “With the average age of attendees at 35, it’s clear that younger people are increasingly interested in watches.”
This year’s fair featured renowned brands like Zenith, Cartier, Piaget, A. Lange & Söhne, Jaeger-LeCoultre, Vacheron Constantin, and Panerai, as well as other major names such as Chanel and Hermès. However, the Swatch Group, which includes prestigious labels like Breguet, Longines, Omega, Blancpain, and Harry Winston, was notably absent. “There is still room to expand the show, both physically and in terms of hotel capacity,” said show chairman Cyrille Vigneron. “Swatch Group has been invited, and if they are willing, they are welcome.”
Despite concerns about President Donald Trump’s announcement that a 31% tax on Swiss exports, including watches, would be imposed on the U.S. during the show, the mood remained positive. There were plenty of gold, platinum, and gem-encrusted timepieces on display. However, the announcement impacted the stock market, with shares for major watch groups, including Richemont, Swatch Group, and LVMH, dropping by 12.4%, 15.6%, and 13.4%, respectively.
As for trends, many brands focused on their heritage, unveiling special anniversary or tribute editions. Rolex introduced the Land-Dweller collection, while Piaget unveiled a new ladies’ collection, the Sixtie. Perpetual calendars and hardstone dials were prominent, with various shades of blue featured across many designs. Women’s watches also took center stage, especially in the jewelry segment, as case sizes continue to shrink. This has resulted in more choices for female collectors. Additionally, Bulgari set a new record in micro-watchmaking with the introduction of the world’s smallest tourbillon in its Octo Finissimo collection.
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