The second edition of the Geneva Watch Days (GWD), the “days” of haute horlogerie with 25 brands as protagonists, including the auction house Phillips in Association with Bacs & Russo. Among these, the founding brands (Bulgari, Breitling, De Bethune, Gerald Genta, Girard-Perregaux, H. Moser & Cie., MB&F, Ulysse Nardin and Urwerk) have been joined by others, some since 2020, such as Frederique Constant, Greubel Forsey, Oris and Parmigiani Fleurier.
Each brand, according to the new concept, has chosen the Geneva location where to welcome its guests (guests, insiders) and carry out the online presentations: hotel lounges, owned boutiques or temporary showrooms. The public, on the other hand, was able to access the only “common” space of the event, a pavilion of 600 square meters set up in front of the lake, to see the novelties exhibited in 46 totems and to participate in the conferences on the watchmaking sector organized by the auction house.
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The main promoter of the GWD was, from the beginning, the CEO of Bulgarian Jean-Christophe Babin who draws a very positive balance: «Also in 2021 the GWD were the only physical watch fair in Switzerland. A growth legitimized by the presence of 25 brands (there were 17 in 2020, ed), 350 press representatives and 300 retailers. The innovative concept soon became a reference for the phygital fairs of the future ». Furthermore, Babin adds: «it is at a decisive moment for the watch industry in view of the consumption peaks that coincide with the Golden Week in China (1-7 October), American Thanksgiving (25 november) and, of course, of Christmas ». Advantages to which are added the contained costs: «The 2021 budget has increased. There are more brands and we have raised the level of the event – Babin points out – but the expense remains reasonable compared to that of classic fairs and to achieve a result that, on the whole, is easily comparable “. Among the Bulgari launches, two Octo Roma Worldtimers and an Aluminum GMT for the men’s wrist and, for women, three Diva Mosaico jewel watches. Gerald Genta (in the Bulgari orbit since 2000) this year brings Mickey back to the Gerald Genta Arena Retrograde with smiling Disney Mickey Mouse.
Another protagonist at the GWD was Breitling with the three watches from the Top Time Classic Cars Capsule Collection inspired by the legendary Chevrolet Corvette, Ford Mustang and Shelby Cobra cars. «We are here to bring our communication platform and give positive signals to business partners, the press and the public – explains Georges Kern, CEO of the Swiss brand -. With GWD we want to move away from the formula of big events that are not designed for small brands or not flexible enough. The formats are different, but the amount allocated here has a five-figure amount, while in the past we spent millions. After Covid we want something more intimate and personal “
Among other houses Ulysse Nardin introduced seven new vintage-inspired Marine Torpilleurs, while Girard-Perregaux has focused on the spectacular Tourbillon with Tre Ponti Volanti. In the end, Oris unveiled two pieces dedicated to aviation (the Big Crown ProPilot Rega Fleet LE and Big Crown ProPilot Okavango Air Rescue LE) and a diver (the Aquis Date Upcycle).