From September 4-7
Geneva Watch Days is set to take place from September 4-7, 2025, marking its sixth edition and drawing unprecedented participation from premium watchmakers worldwide in a decentralised format that spans the Geneva city centre.
Each year, Geneva Watch Days brings together independent brands, visionary creators, industry professionals, and passionate enthusiasts in an open, welcoming, and flexible environment, celebrating the full spectrum of watchmaking in all its diversity.
This year’s showcase will feature a record 66 brands. Exhibitors range from legendary names such as Breitling, Bvlgari, De Bethune, H. Moser & Cie., MB&F, TAG Heuer, Ulysse Nardin, Urwerk and Zenith to rising independents like Bianchet, Ming and Massena Lab .
The full roster (A-Z) includes Akor, 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, 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, Unimatic, Urwerk, and Zenith .
The event’s growth continues a trend that began after its founding in 2020 by eight key brands, including Breitling, Bvlgari, De Bethune, Girard-Perregaux, H. Moser & Cie., MB&F, Ulysse Nardin and Urwerk.
Unlike traditional trade fairs, Geneva Watch Days employs a decentralised model, allowing brands to host private showroom presentations in city-centre venues, complementing a public pavilion near Lake Geneva.
Geneva Watch Days 2025 organisers anticipate that over 150 new watch references will be unveiled, spanning complications, métiers d’art, diving pieces, limited editions and prototypes. The public pavilion, designed with a ‘By the sea, by the lake’ theme, will host nearly 150 timepieces under decorative sails, deck chairs and lakeside accents.
Geneva Watch Days 2025 will also introduce Calibership, billed as the first-ever watch regulating championship. Forty budding regulators, coached by students from the Geneva Watchmaking School, will compete to tune Sellita movements, which will then undergo accuracy certification by COSC. This creative competition highlights the craft of precision adjustment and reflects growing emphasis on technical skill amid regional interest in quality manufacturing.
The Culture Club, housed in a pavilion wing, will present panels, workshops and meet-the-maker sessions in partnership with organisations like the Fondation de la Haute Horlogerie (FHH), Grand Prix d’Horlogerie de Genève (GPHG), Geneva Watchmaking School, Horological Society of New York, Horopedia and The Watch Library. New media partners Radio Lac and Carac TV will broadcast live from an onsite GlassBox studio to increase local and international reach.
Since 2023, a charity auction organised with Phillips in association with Bacs & Russo has raised over CHF 200,000 for the Pierre Amstutz Fund. The fund provides financial support to students at the Geneva Watchmaking School.
In May 2024, event president Jean‑Christophe Babin, also CEO of Bulgari, announced that Geneva Watch Days will become a permanent fixture while maintaining its open and inclusive spirit.
“Open up! Dare! Innovate! That’s what Geneva Watch Days is all about: creating a moment that’s spontaneous and relaxed, one that resonates with the media, with retailers, and above all, with those who matter most to us: our clients,” said Babin.
For Middle East and North African collectors, Geneva Watch Days 2025 will offer direct access to Swiss brands without travel to Geneva, as many unveil MENA-focused limited editions and after-sales service initiatives timed with the show. The decentralised format may also open partnerships with Arabian Gulf watch boutiques, especially as Swiss brands continue to accommodate growing Gulf consumer demand .
Supported by the Canton and City of Geneva, FHH, Geneva Tourism, the Geneva Chamber of Commerce and Industry, and GPHG, Geneva Watch Days enjoys strong institutional credibility. The event combines high-level product launches with educational and entertainment programming, reflecting a balanced approach that appeals to industry professionals, media and enthusiasts alike.
Geneva Watch Days 2025 marks a significant milestone for the Swiss-based platform. Its expanded scale, technical challenges, charitable initiatives and regional engagement signal a mature event that remains rooted in craft while embracing new formats and global audiences. For horology followers in the Middle East and Africa, it offers a rare window into rediscovered tradition and innovation.
Image: Each edition of Geneva Watch Days combines high-level product launches with educational and entertainment programming. Credit: Geneva Watch Days
