Geneva hosts Watches & Wonders 2025 this April, uniting 60 top watch brands to showcase the year's most anticipated timepieces. Our guide covers essential dates, tickets, and tips for navigating the city's largest-ever watch salon.
As the world’s watchmaking capital, Geneva is hosting the third international salon of Watches and Wonders Geneva 2025 from 1-7 April. This makes it the largest luxury watch fair to date featuring 60 exhibiting brands – up from 54 at last year’s second edition in Shanghai. This expanded roster includes notable new additions, such as BVLGARI which had focused previously on events such as LVMH Watch Week and Geneva Watch Days.
Unusual, too, is the presence of several independent watchmakers, including Christiaan van der Klaauw, Kross Studio, and MeisterSinger. However, one prior exhibitor, Beauregard, is not returning. This new mix of industry giants together with artisanal independents represents the salon’s transition to a more inclusive platform for the world’s watchmaking community. As a result, the organizers have deliberately extended its activities from its main venue at Palexpo to downtown Geneva. According to the organizers, the salon is seeking to draw the usual professionals, but it has also been designed to specifically appeal to both watch enthusiasts and collectors alike with an expected 50,000 visitors or more.
Watches & Wonders Geneva 2025 - Third edition
Easy to get to, the main salon is being held as usual at the Palexpo Exhibition Centre literally three minutes’ walk from the airport. However, there are special free events to the public overlooking the Rhone River in Downtown Geneva itself.
In this manner, Watches and Wonders Geneva 2025 will not only showcase what this city has to offer in the way of precision watchmaking and sales but will also make the industry and its history more accessible to the general public, particularly young people. There is clearly a deliberate attempt to make Geneva’s role as the world’s watchmaking centre better known.
Watches & Wonders Geneva 2025 salon at Palexpo Exhibition Centre
From the exceptional to never-before presented timepieces, the Salon will serve as a unique gathering venue for participants ranging from renowned watch experts to industry ambassadors. New features and programmes include a special focus on youth and emerging talent, such as young watchmakers, apprentices and recent graduates, thus showcasing the next generation of craftsmanship.
Another major change is the manner with which watch leadership and governance have evolved. The salon’s organizing body, the Watches and Wonders Geneva Foundation (WWGF), created as a Geneva non-profit in September 2022 at the initiative of Rolex, Richemont and Patek Philippe, has as its new chair, Cartier CEO Cyrille Vigneron, who takes over from Rolex CEO Jean-Fréderic Dufour’s initial two-year term. It also brought in three newcomers to the founding members in 2024, notably Chanel, Hermès and LVMH, to help explore the responsibilities of this massive, mainly export-oriented industry. Swiss watch companies, for example, are assuming a growing role as sponsors of sustainable development issues, both at home and abroad, such as deep-sea oceans’ exploration and conservation.
Watchmaking workshop
While reserved for watch professionals only from Saturday 1 to 4 April 1, when they will present to retailers, journalists and professionals from around the world, the Salon opens its doors to the public from Saturday 5 April to Monday 7 April 2025. The organizers are offering different ticket and access options, such as a VIP Pass upgrade (550 CHF per person) for visitors seeking exclusive access. From Premium lounges and private guided tours to skip-the-line and parking privileges, the VIP initiative adds a luxury service dimension that did not exist previously. (See below for further details)
Normal ticket prices, which include free public transportation, vary depending on the day from 70 CHF normal rate (Young: 40 CHF/Seniors 60 CHF) for Saturday or Sunday and 50 CHF for Monday. There are also 2-3 day and Premium package rates. (For ticket details, see LINK)
Watch workshops and exhibitions in Downtown Geneva
Overall, Watches and Wonders is now broadly considered the world’s premier watch fair and a flagship event on the industry’s calendar. According to Brinker’s Buzz, it has “effectively supplanted the once-dominant Baselworld as the world’s top watch fair.” For decades, Baselworld was regarded as the epicentre of watch launches. Its cancellation in 2019 coupled with the Covid pandemic and the withdrawal of major brands left a void that the Geneva event now appears to have filled.
Originally known as the Salon International de la Haute Horlogerie (SIHH) in Geneva, an exclusive invite-only event mainly for Richmond brands and partners, it was changed to Watches & Wonders in 2019 eventually hosting its first post-Covid in person event in 2022. This included leading players such as Rolex, Patek Philippe, Chopard and Tudor, who had all formerly exhibited in Basel, leading to the creation of the WWGF. The revamping of SIHH as Watches & Wonders quickly attracted the participation of other leading brands, such as Jaeger-LeCoultre and TAG Heuer, as well as key independents. The salon is now seen as a highly effective venue for showcasing new highlights and models as well as breakthrough innovations. Media, too, have shown far more interest.
Geneva - the world's luxury and precision watchmaking capital
An annual event with signi
As a result, Watches & Wonders has moved beyond simply being a showcase for brands but is having a significant impact on industry trends and markets. It serves as a barometer for the state of luxury watchmaking, particularly given current economic situations and conflicts worldwide ranging from the Ukraine and Middle East to China, the United States and Europe itself.
The inclusion since 2022 of general public days to the event has also broadened its appeal by directly connecting brands with consumers, collectors and enthusiasts. Furthermore, the salon has a direct influence on setting trends in watch design and demand. Collectors, for example, closely monitor Watches & Wonders for signalling which models will be the most coveted or which innovations, such as materials and styles, will drive the industry.
At the same time, as Watches & Wonders itself notes, not all brands are represented. Amongst the most notable are Breitling, Audemars Piguet and the entire Swatch group, which includes leading brands such as Omega, Breguet, Blancpain, and Longines. But as some watch professionals note, it is highly likely that some of these ‘holdouts’ may eventually join given the salon’s growing influence.
Even as it currently stands, Watches & Wonders is now widely considered the leading annual gathering for precision and luxury watchmaking worldwide becoming for ‘haute horlogerie’ what Paris Fashion Week is to clothing design. The 2025 edition is expected to serve as a launchpad for hundreds of new watches as well as significant innovations including possible redesigns of iconic models and groundbreaking releases such as Rolex. The Geneva-based watch company, which in 2025 is marking its 120th anniversary as well as the 70th anniversary of its GMT-Master line, normally keeps its new products under strict wraps until the last minute but is expected to make some key presentations.
Cartier, for example, is expected to continue with its trend of reviving heritage designs, while TAG Heuer, IWC, Vacheron Constantin, Jaeger-LeCoultre, Zenith, Panerai and others are all expected to unveil their 2025 collections. Brands such as Hublot and HYT may continue to introduce leading edge concepts as part of their creative tradition. Bvlgari, too, may officially introduce some new designs. As the organizers note, the fair will be a “whirlwind of press conferences and product reveals.”
Notable as part of its far more engaged public access, the Salon is offering a tailored “immersive experience” for anyone, both young and old, wishing to learn more about the art of watchmaking. From April 1-5, for example, the Salon is taking the concept of watchmaking right into the heart of Geneva with an entirely free programme of product presentations, guided tours, brand booth animations, and new technologies at different venues along the Rhone River at the foot of the Old Town. Even for people with only limited interest in watchmaking, the event presents an incredible opportunity to get to know more about the industry, its history dating back to 16th century Calvinist Geneva, and its innovations.
Specially organized conferences will highlight key players and challenges, while openly discussing the full extent of the world’s watchmaking industry at a time when global concerns, economies and conflicts are affecting the business in different ways.
Exceptional, too, is the Salon’s spotlight on youth. Not only will brands showcase their collections and new releases, but they will present their youngest talents. Throughout the Salon, young professionals and trainees will be highlighting their work and projects in locations such as partner boutiques and the exhibition’s own Watchmaking Village at Geneva’s historic Pont de la Machine with cultural and educational activities, many of them specifically aimed at young people.
As a means of exploring the concept of time, but also wrist watches and other types of timepieces, the salon will offer unusual and imaginative readings, video screenings, exhibitions and workshops by renowned authors, filmmakers and artists, plus a special evening of events on Thursday, April 3, 2025.
The City of Geneva, Switzerland - the world's leading watch centre.
Planning your visit can make a huge difference. Here are key logistics details and insider:
Watches & Wonders Geneva 2025 is held at Palexpo, Geneva’s convention centre right next to the airport. (See Watches and Wonders Geneva 2025 - Palexpo SA). With multiple halls (Halls 2, 4, 5, 6), the venue is huge.
(April 5–7) are 8:30 am to 7:00 pm (except Monday, the final day which closes at 5:00 pm) (See Practical Information - Watches and Wonders Geneva 2025).
Your ticket is valid for the whole day. You can arrive, leave and return at any point.
Anticipate large crowds, especially during the weekend. During the 2024 edition with 19,000 public tickets sold across three days (See The Ultimate Guide to Visiting Watches and Wonders) similar numbers (or more) are expected in 2025. Midday tends to be the peak period with the show floor expected to be busiest from 12:00 PM to 3:00 PM, and slightly calmer later in the afternoon (See The Ultimate Guide to Visiting Watches and Wonders)
To avoid the thickest crowds at popular booths, such as Rolex and Patek, which often have queues, a good strategy is to arrive early right after the doors open. Or come later (after 4:00 PM) when many have left (See The Ultimate Guide to Visiting Watches and Wonders) The final hours see fewer visitors, meaning you can walk up to displays more easily.
The downside of going late is that some brands might run out of giveaway merchandise or catalogs (See The Ultimate Guide to Visiting Watches and Wonders) but you’ll enjoy a more relaxed viewing. Friday (5 April) might be less crowded than on the weekend whereas Saturday will be the busiest. Plan for lines at the most popular booths.
Once inside, grab a floor map or use the W&W mobile app’s map to get your bearings. The layout is generally organized by both brand size and category. The biggest brands (Rolex, Patek, Cartier, etc.) have the most prominent positions, often with multi-room stands. The smaller independents are grouped in areas like the Carré des Horlogers. There are information desks at the entrances to assist
Be prepared to walk a lot. The distance from one end of the exhibition to the other can be up to a 10-minute walk. There are plenty of seating areas and benches if you need a break. Also, climate control inside is good; the halls can feel cool in the morning and warmer when crowded in the afternoon, so dress in layers. There are free coat checks at the entrances.
Your entry ticket not only lets you see the booths, but gives access to various on-site activities at no extra charge. These include things like brand product presentations, scheduled guided tours of the exhibition, watchmaking workshops, and panel discussions (See Practical Information - Watches and Wonders Geneva 2025). However, many require advance registration due to limited space (Practical Information - Watches and Wonders Geneva 2025) (Practical Information - Watches and Wonders Geneva 2025).
Registration for public attendees opened on March 4, 2025 with access to the full programme and online sign-ups (See Practical Information - Watches and Wonders Geneva 2025) (Practical Information - Watches and Wonders Geneva 2025) If there’s a presentation by your favorite brand or a guided tour slot you want, best to book the moment registration opens, as spots get snapped up quickly. During the event days, it’s also possible to check at info desks for any last-minute openings or cancellations.
All tour and presentation slots in 2024 were fully booked by 9:30am on the Saturday and Sunday. So, it pays to reserve online in advance. If you miss out, you can still enjoy open-access attractions such as “Lab” innovation exhibit, interactive displays at some booths, and a photography exhibition, which don’t require registration (See Practical Information - Watches and Wonders Geneva 2025).
Geneva - Excellent public transport
One convenient aspect of W&W Geneva is that transportation is easy. Palexpo is just a 5-10 minute train or taxi ride from downtown Geneva and mere minutes walk from the airport (Practical Information - Watches and Wonders Geneva 2025) (Plan your stay - Watches and Wonders Geneva 2025).
If you’re staying in Geneva, you likely receive a free public transport pass from your hotel (Geneva hotels offer all guests a complimentary transit card). You can take the train from Geneva Cornavin station to the airport station (7-minute ride) and walk to Palexpo, or use Geneva’s TPG buses which run frequently to Palexpo (Bus 5, 10, etc.) (Plan your stay - Watches and Wonders Geneva 2025).
The organizers provide free shuttle buses on public days for ticket holders There are 6 dedicated shuttle lines (A–F) connecting official partner hotels and key points in the city with Palexpo. These run in the mornings (7:00–10:00am) to bring visitors to the show, and return trips from Palexpo from late afternoon until the show closes (16:30–19:00 hrs) They even use special bus lanes to avoid traffic (Practical Information - Watches and Wonders Geneva 2025)
If you’re staying at a partner hotel, just hop on the designated shuttle from your hotel lobby; if not, you can go to the nearest partner hotel pickup point to use the service (The Ultimate Guide to Visiting Watches and Wonders -).
Palexpo has ample parking (Lot P48 is open 24/7 during the event) but note that usual parking fees apply (unless you have a VIP pass with free parking). There are free shuttle connections from the P48 parking lot to the Palexpo entrance as well. Given Geneva traffic and parking costs, public transport or shuttles are best.
There are free cloakrooms at each entrance to store coats and bags securely. Restrooms are readily available. If you need assistance, the info desks are very helpful with maps, schedules, and city info. Palexpo’s halls have multiple cafés and snack bars. In 2024 there were small cafe counters in almost every aisle serving coffee, drinks, and light meals, plus a couple of larger self-service restaurants (The Ultimate Guide to Visiting Watches and Wonders -). Expect Swiss prices (e.g. around 20 CHF for a basic lunch, 5 CHF for a bottle of water)
There’s no strict dress code for public days – you’ll see everything from casual attire to business suits. Most visitors dress smart casual out of respect for the luxury environment, but comfort is key. Watch enthusiasts often wear a cherished timepiece or even multiple watches The atmosphere is generally friendly and enthusiastic. Feel free to ask brand staff questions; they are used to both novices and seasoned collectors.
If you are seriously interested in a particular model, ask if a “touch and feel” session is available – some brands allow the public to try on certain watches, especially independents or those who explicitly offer it. Collect brand catalogs or goodies if available (many brands provide brochures or even freebies like tote bags or magazines – it’s part of the fun.
All official information and ticket sales for Watches & Wonders Geneva 2025 are handled through the event’s website. Tickets for the public days (April 5–7, 2025) are exclusive via the official Watches & Wonders site (The Event - Watches and Wonders Geneva 2025). You should purchase your tickets directly online; they will be issued as e-tickets (an “e-badge”) linked to your account. The event does not sell tickets at the door, and given the high demand, it’s wise to book early once sales open.
A standard one-day public ticket is priced at CHF 70 (Swiss Francs) (Watches and Wonders Geneva 2025 - Palexpo SA). Concessions are available – students can get tickets for CHF 40, and seniors (age 65+) for CHF 60. Children under 12 are usually free with an adult. When buying online, you must select which day you wish to attend (Saturday, Sunday, or Monday). If you plan to go multiple days, you must buy separate tickets for each day (there isn’t a multi-day general admission pass).
Payment is by credit card, and after purchase you’ll receive an email to access your digital ticket. This e-ticket (or QR code) will be scanned at the entrance – you can show it on your smartphone via the Watches & Wonders app or a PDF, or print it out (The Ultimate Guide to Visiting Watches and Wonders -). Keep your ID on hand as the name may be checked.
For official information, the best resource is the Watches & Wonders Geneva 2025 website. It contains sections on the event schedule, the list of exhibiting brands, and details on the “In the City” programme (which features watch-related events around Geneva during the week). The site also publishes the full programme of talks, workshops, and activities. Keep an eye on the Press or News section of the site for any announcements.
If you’re traveling to Geneva, the official site can help with planning your stay. There is a “Plan Your Stay” section (See The Event - Watches and Wonders Geneva 2025) offering guidance on hotels, tourism, and transport in Geneva. Watches & Wonders has partner hotels in Geneva where they’ve reserved blocks of rooms for attendees. Public ticket holders can access these partner hotel bookings with preferential rates and guaranteed availability Benefits of booking via the official channel include guaranteed booking flexibility (free cancellation up to seven days before) and include breakfast in many cases (Plan your stay - Watches and Wonders Geneva 2025). Since Geneva gets very busy during the show, using partner hotels or booking well in advance is recommended. Hotels in the city centre (around the lake) will offer more dining and entertainment options nearby, whereas hotels near the airport/Palexpo offer quick access to the venue. Either way, Geneva is compact and well-connected.
For travel arrangements, Geneva’s international airport (GVA) is extremely convenient – it’s right next to Palexpo and only a seven-minute train ride from downtown. Many visitors choose to stay in central Geneva to enjoy the city’s restaurants (and perhaps boutique watch shopping in the evenings), commuting to Palexpo each day. You can also find cheaper hotels on the French side which is well-connected by bus to both Palexpo and Geneva.
The official tourism site’s “Getting around Geneva” section provides helpful info on trains, buses, taxis, and even the little yellow “mouette” ferries on the lake for sightseeing (Plan your stay - Watches and Wonders Geneva 2025) (Plan your stay - Watches and Wonders Geneva 2025). It also notes practical tips like the need for a CHF 40 highway vignette if you rent a car and drive on Swiss motorways.
If you want to stay updated, consider following Watches & Wonders’ social media accounts (the event is active on Instagram, Facebook, X/Twitter, etc.). They often post highlights, announcements of new exhibitors, and live coverage during the show (The Event - Watches and Wonders Geneva 2025 The official hashtag #WatchesandWonders will let you peek into buzz and previews. Also, various watch media (Hodinkee, Time+Tide, Revolution, etc.) publish W&W preview guides and will do live blogs or video recaps each day of the fair. These can be useful to catch anything you might have missed or to help plan which booths to prioritize.
The City of Geneva is a full supporter of Watches & Wonders.Please check out theGeneva tourism site including its “In the City” guide for exhibitions, watchmaking workshops open to the public, or special events at local boutiques (for example, brands often have evening cocktail events or museum open-houses during W&W week.