Every year, Geneva becomes the heartbeat of the luxury watch world and Geneva Watch Days 2025 promises to be even bigger and more exciting. Known for its unique, open-air format and prestigious lineup of brands, this event brings together watch enthusiasts, collectors, and retailers from around the globe.
Scheduled to take place in September 2025, this Swiss watch fair is more than just an exhibition. It’s a week-long celebration of innovation, craftsmanship, and networking opportunities in the heart of Geneva. Whether you’re an avid watch collector, an industry professional, or someone simply passionate about horology, Geneva Watch Days 2025 is a must-attend watch event offering exclusive watch launches, brand presentations, and unforgettable experiences.
What is Geneva Watch Days?
Geneva Watch Days is not your typical watch exhibition, it’s a unique, decentralized luxury watch event that transforms the entire city of Geneva into a vibrant watchmaking hub. Unlike traditional indoor fairs, Geneva Watch Days takes place across multiple prestigious locations, allowing visitors to experience brands in elegant hotels, boutiques, and open-air spaces along the beautiful Lake Geneva.
Founded in 2020 by leading watch brands, this event was created to offer a more relaxed, flexible, and accessible alternative to large-scale watch shows. Instead of gathering under one roof, brands host their own presentations, making it easier for visitors to enjoy personalized experiences and connect directly with watchmakers.
What makes Geneva Watch Days special is its friendly, collaborative atmosphere. It’s not just for industry insiders, watch enthusiasts, collectors, and media representatives are all welcome to explore the latest innovations, discover independent brands, and experience Swiss watchmaking craftsmanship up close.
Dates and Location for Geneva Watch Exhibition
Planning to attend a luxury watch event in Geneva? Mark your calendar now because this year’s event will run from September 4 to September 7, 2025, bringing together the world’s top watch brands and enthusiasts in the heart of Geneva.
The event isn’t limited to one exhibition hall. Instead, it’s spread across iconic locations in downtown Geneva, including luxury hotels, boutiques, and open-air spaces. This decentralized format allows visitors to move freely from brand to brand, experiencing each collection in an intimate, relaxed setting.
Nestled along Lake Geneva, the event locations are within walking distance of each other, making it easy for attendees to explore multiple watch showcases in a single day. The city itself is a highlight with its rich watchmaking heritage, stunning scenery, and welcoming atmosphere, Geneva is the perfect backdrop for this celebration of horology.
Whether you’re a first-time visitor or a returning guest, knowing the official dates and venues helps you plan accommodations, travel, and your brand visits well in advance, ensuring you get the most out of Geneva Watch Days 2025.
Luxury Watch Brands Exhibiting at Geneva Watch Days 2025
The 2025 edition of this Swiss luxury watch event will feature an impressive lineup of renowned watchmaking houses and luxury exhibiting watch brands. Each exhibitor will showcase their latest releases across different venues in Geneva, giving collectors and enthusiasts a unique opportunity to explore the diversity of contemporary watchmaking.
Some of the highlighted brands expected to participate include:
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AkriviA, Alpina, Amida, BA111OD, Beauregard, Bianchet, Bvlgari
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Breitling, Corum, Czapek, De Bethune, DOXA, Frederique Constant
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Furlan Marri, Greubel Forsey, H. Moser & Cie., Jacob & Co., Louis Erard
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Maurice Lacroix, MB&F, Oris, Perrelet, Phillips, TAG Heuer, Ulysse Nardin, Zenith
In addition to these globally recognized names, the event will also welcome independent watchmakers like Krayon, Trilobe, Ming, Urwerk, Hautlence, and Speake-Marin, known for their avant-garde designs and technical innovation.
With over 50 prestigious exhibitors, this year’s edition promises exclusive watch presentations, limited-edition releases, and first looks at new luxury timepieces that will shape watch trends in 2025 and beyond.
Discover New Watch Launches and Highlights of 2025
For watch collectors and enthusiasts, the most exciting part of this luxury watch event in Geneva is the unveiling of brand-new timepieces that define upcoming trends in the world of horology. The 2025 edition promises to deliver exclusive watch launches, rare limited editions, and innovative craftsmanship that will set the tone for the next generation of Swiss watchmaking.
Visitors can expect:
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Unveiling of New Collections: Major brands like Bvlgari, Breitling, TAG Heuer, and MB&F will reveal their latest luxury watches, including high-complication models, sports chronographs, and elegant dress watches.
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Exclusive Limited Editions: Some brands will introduce special edition Swiss watches available only during the event, making them highly sought-after by collectors.
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Cutting-Edge Innovations: Experience breakthroughs in watch movements, advanced materials like titanium and ceramic, and eco-friendly designs shaping the future of watchmaking.
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Showcasing Fine Complications: Discover intricate mechanisms such as tourbillons, perpetual calendars, moon phase indicators, and other masterpiece complications that highlight the artistry of Swiss horology.
This isn’t just a typical showcase; attendees will enjoy hands-on access, allowing them to try on timepieces, view movements up close, and even speak directly with the watchmakers and designers behind these creations. Industry experts will also share insights into global watch trends, offering a glimpse of where luxury watchmaking is headed in 2025.
Geneva Watch Days 2025 Schedule & Luxury Watch Highlights
Geneva Watch Days will take place from September 4 to 7, offering a carefully curated mix of brand showcases, cultural events, watch panels, and networking experiences across Geneva’s city center. Here’s what to expect across these four immersive days:
Central Pavilion & Brand Showcases
The heart of the event will be the main Pavilion at Rotonde du Mont-Blanc, where more than 65 luxury watch brands will showcase their newest collections. These brand presentations are scheduled throughout the day in hotel suites, boutiques, and private lounges across downtown Geneva, allowing visitors to move freely and explore at their own pace.
Glassbox – Cultural & Educational Center
Adjacent to the Pavilion, the Glassbox area will host thought-provoking symposiums, panel discussions, and expert-led talks curated by watch industry leaders. Topics range from Swiss watchmaking heritage and sustainability to innovation and collector trends.
Guided Tours with Watch Experts
Daily guided tours will be available for visitors who want a structured, in-depth look at the event. Led by horology experts, these tours cover multiple brands and offer behind-the-scenes stories and product insights.
Watch Panels & Power Breakfasts
Start your day with exclusive Power Breakfasts, where brand executives and industry insiders gather for networking in a relaxed, invite-only format. Later in the day, watch panels will dive into industry trends, watch design evolution, and the future of independent watchmaking.
Live Activities & Interactive Highlights
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The COSC Precision Challenge will spotlight chronometric precision and performance through live demonstrations.
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A live watch auction will also take place, featuring collectible timepieces and rare models ideal for serious collectors.
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Expect live watchmaking demonstrations, creative workshops, and real-time design showcases throughout the city.
Evening Receptions & VIP Experiences
Each evening, brands will host cocktail receptions, VIP dinners, and private unveilings. These events provide opportunities for deeper engagement and networking with collectors, retailers, and brand ambassadors.
Geneva Watch Days offers more than just a schedule, it delivers a 360° luxury experience that blends innovation, culture, and community in the heart of Swiss watchmaking.
For a detailed day-by-day breakdown of all activities, visit our Agenda and Activities page.
Geneva Exhibition 2025: How to Attend & What to Expect
If you’re planning to visit the Geneva Watch Days Exhibition, you’re in for a one-of-a-kind experience in the heart of Switzerland’s luxury watch capital. This guide walks you through everything you need to know before attending from how to register, what you’ll experience, and how to make the most of your visit.
Who Can Attend the Geneva Exhibition?
The event welcomes a mix of audiences including watch collectors, retailers, journalists, and everyday enthusiasts. While many brand sessions are invite-only, several exhibitions and open-air displays are open to the public, making it a semi-open event suitable for professionals and fans alike.
How to Register for the Event
Registration for the event usually opens a few months in advance, allowing visitors to secure their access early. Depending on your interest and purpose, you can choose from different registration options:
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Public Access: Many open-air showcases and exhibitions are free to attend. Guests can easily create an account and log in to register and receive updates about public sessions.
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Private Brand Sessions: For a more personalized experience, select luxury watch brands offer invite-only presentations. You can request access in advance or explore our Special Guest Experience options for exclusive brand meetings.
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Professional Access: Retailers, distributors, and media representatives can apply for professional passes directly through brand contacts or via the official registration portal, gaining access to closed-door presentations and press events.
What to Expect at the Geneva Exhibition 2025
Unlike conventional trade shows, this event is decentralized, meaning brands will host showcases in luxury hotels, private suites, boutiques, and outdoor venues across Geneva. Here’s what you’ll experience:
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New luxury watch launches from top global and independent brands
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Limited-edition timepieces revealed exclusively during the show
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Hands-on access to try on watches and meet with watchmakers
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Networking opportunities with retailers, press, and collectors
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Live watchmaking demonstrations and technical presentations
Tips for Planning Your Visit
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Book your hotel early – venues are concentrated in central Geneva and hotels fill up fast
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Plan your schedule – create a list of brands and sessions you want to visit
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Use public transport – Geneva is well-connected by trams, buses, and taxis
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Dress smart – business casual is the norm, especially for VIP or private events
Attending the Geneva Exhibition 2025 is more than just viewing watches it’s about immersing yourself in the world of Swiss craftsmanship, connecting with the community, and witnessing where the future of horology is headed.
Exclusive Experiences for Collectors and Retailers
One of the most appealing aspects of this Swiss luxury watch event is the opportunity it gives collectors and retailers to access truly exclusive experiences that go beyond standard exhibitions. Geneva Watch Days has been designed to foster close interactions between brands and their most passionate guests.
Private Brand Presentations
During the event, many top Swiss watch brands host invite-only presentations in luxury hotel suites and boutiques. These intimate sessions allow collectors and retailers to view newly launched timepieces up close, try them on, and discuss the details directly with brand representatives and master watchmakers.
Behind-the-Scenes Access
Select guests gain access to workshops and technical demonstrations, where watchmakers explain the mechanics of high complications, from tourbillons to perpetual calendars. These sessions offer a rare, insider look into the artistry and innovation behind Swiss watchmaking craftsmanship.
Networking and Business Opportunities
Retailers benefit from private meetings where they can discuss exclusive partnerships, upcoming releases, and market trends with brand executives. Collectors can connect with fellow enthusiasts, share insights, and even secure limited-edition watches before they are released to the public.
These personalized experiences make Geneva Watch Days more than just a watch fair—it’s a luxury networking hub, offering rare opportunities to build lasting relationships with some of the world’s most renowned watchmakers.
Why Geneva Watch Days is Important for the Watch Industry
Beyond being a luxury showcase, this Swiss watch event plays a vital role in shaping the global watchmaking industry. It has quickly become one of the most influential platforms for brands, retailers, collectors, and journalists to connect and set the tone for future trends.
A Hub for Luxury Watch Innovations
Many brands choose this event to unveil new watch models and breakthrough technologies. From advanced movements to sustainable materials, Geneva Watch Days often serves as the launchpad for innovations that influence the global luxury watch market.
Support for Independent Watchmakers
Unlike other large watch fairs, Geneva Watch Days provides equal visibility to independent watchmakers. These smaller brands gain access to international press and collectors, helping them grow and contribute fresh ideas to Swiss horology.
Networking and Business Growth
The event facilitates retailer-brand partnerships, distributor agreements, and collaborations that shape watch distribution worldwide. Retailers gain firsthand access to upcoming collections, allowing them to plan better for market demands.
Strengthening Swiss Watchmaking Heritage
By taking place in Geneva, the birthplace of many historic watch brands, the event reinforces Switzerland’s position as the world leader in high-end watchmaking, attracting attention from every corner of the luxury market.
This unique combination of innovation, collaboration, and tradition makes Geneva Watch Days not just another watch fair, but a key driver of trends and opportunities within the luxury watch industry.
