Geneva Watch Days 2024: Major Economic Stakes at Play

As Geneva Watch Days kicks off on August 29, 36 brands have renewed their commitment, 15 are making their debut, and only three have opted out, bringing the total number of participants to 51. Among the newcomers are three Swatch Group brands: Breguet, Blancpain, and Glashütte Original. Established in 2020 during the global pandemic by six watch brands—Bulgari, Breitling, De Bethune, Girard Perregaux, H. Moser & Cie, and MB&F—the Geneva Watch Days (GWD) association continues to grow. With a budget of 1.3 million Swiss francs, 20% more than last year, the organizers have expanded the event to include a full week (including a weekend), anticipating higher attendance.

This year’s edition also features a teaser event in Zurich to attract new clientele and a new exhibition space, the “Glass Box,” located near the main pavilion.“We’ve gone from an event with fewer than 1,000 visitors in 2022 to over 10,000 expected this year,” said Antoine Pin, president of the GWD association, in an interview with Luxury Tribune. At the time of the interview, Pin was still managing Bulgari’s watch division but is set to take over as head of Tag Heuer. While he declined to comment on his new role or its potential impact on his responsibilities at the association, Pin focused on the upcoming event: “Geneva Watch Days was born as an association after the first edition four years ago. The idea was to celebrate fine watchmaking by creating an open platform that allows brands to express themselves freely and festively.”

Unlike the strict rules and massive budgets required by the Watches and Wonders fair, GWD allows brands to choose their level of participation, with entry fees starting at 10,000 euros, giving smaller brands a chance to be seen. “Participating in Watches and Wonders costs between 1.5 and 2 million francs, and the fair is organized in a huge, closed-off space, which is the opposite of Geneva Watch Days. I love the collaborative spirit and freedom of this event; we all know and appreciate each other,” said Stéphane Waser, Managing Director of Maurice Lacroix, in an interview with Luxury Tribune. Maurice Lacroix, a Swiss brand founded almost 50 years ago, was one of the original 12 participants. The primary goal for the brand is to boost its visibility through the hundreds of press appointments scheduled.