Every autumn, Geneva becomes the center of the watchmaking world. And once again this year, from September 4 to 7, 2025, Geneva Watch Days promises to be a must-attend event for lovers of fine mechanical timepieces, whether seasoned collectors or the simply curious. The strength of this unique event lies in the fact that it is open to the public and designed to encourage encounters, exchanges and discoveries.
A show like no other
In contrast to the major trade shows of the past (such as Baselworld and SIHH), the Geneva Watch Days stand out for their decentralized, user-friendly format. No gigantic impersonal halls here: brands take over hotels, boutiques or private spaces scattered around Lake Geneva.
The beating heart of the event is the Pavillon de la Rotonde du Mont-Blanc, an entirely free venue where visitors can immerse themselves in the world of watchmaking, pick up practical information or simply enjoy the lakeside ambience. It’s this “open-air”, almost festival-like atmosphere that makes the show so appealing: it’s like strolling from showroom to showroom, from discovery to discovery.
A host of prestigious houses
For this 2025 edition, no fewer than 65 brands took part. A record that testifies to the event’s dynamism. The event features legendary names such as Breitling, TAG Heuer, Zenith, Bulgari and Ulysse Nardin, as well as independent houses with boundless creativity such as MB&F, H. Moser & Cie, De Bethune, Urwerk and Czapek & Cie.
This diversity makes Geneva Watch Days an ideal playground: from traditional watchmaking icons to futuristic or conceptual timepieces, there’s no transition. What’s more, the public can talk directly to the brand teams, preview new products and even try the watches on their wrists. Each encounter becomes a real immersion in the universe and DNA of the brand. It’s also a rare opportunity to feel the emotion of a timepiece on the wrist, far beyond the photos or window displays.
New products to thrill
Every year, brands take advantage of Geneva Watch Days to unveil their latest creations. In 2025, you can discover :
- an unexpected Zenith collaboration with a colorful retro feel,
- a tourbillon by Laurent Ferrier of breathtaking sobriety and elegance,
- Ulysse Nardin’s new Freak, as quirky and technical as ever,
- or more affordable pieces bursting with charm, such as those by Furlan Marri, a young brand that has become a must-have.
It’s this ability to combine the exceptional with the affordable that makes the show so exciting: there’s something for everyone, whatever their level of collecting or budget. Haute horlogerie enthusiasts can admire unique and complex timepieces, while the curious discover accessible models that make them want to take the plunge. This mix fosters an open and inclusive atmosphere, far removed from the elitist codes sometimes associated with this milieu. You’ll find yourself switching with the same enthusiasm from an unusual tourbillon to a charming three-hand watch. And it’s precisely this variety that sustains the sense of wonder throughout the visit.
A lively, participatory program
Geneva Watch Days is more than just an exhibition of watches. The event focuses oninteraction and the sharing of know-how.
On the program:
- guided tours to discover several brands in one walk,
- expert-led roundtables and conferences on design trends and sustainability issues,
- educational workshops to better understand the secrets of a mechanical movement,
- precision competitions and technical demonstrations, to see watchmaking expertise in action,
- not forgetting more informal events such as themed breakfasts or coffee get-togethers at the pavilion.
This hybrid format, somewhere between a trade show and an open festival, creates a relaxed atmosphere where people dare to ask questions, handle the watches and talk to the craftsmen.
Why miss the 2025 edition?
Because Geneva Watch Days is much more than a watch show: it’s a celebration of passion. You come to discover incredible watches, of course, but above all you leave with human memories, enriching discussions and that unique feeling of having immersed yourself in watchmaking “from the inside”.
By opening its doors to the general public, the event breaks down the barriers between brands and enthusiasts. It gives everyone a chance to get a close-up view of a world often perceived as elitist, in a warm and accessible atmosphere.
Geneva Watch Days 2025 promises once again to set the hearts of watch enthusiasts beating. A multitude of prestigious and independent watchmakers, captivating new products, a unique setting on the shores of Lake Geneva, and above all, the human dimension that makes all the difference.
Whether you’re a well-informed collector, an enlightened enthusiast or simply curious, don’t miss this event. In Geneva in September, watchmaking isn’t just on show: it’s lived, shared and celebrated!
