The second edition of the Geneva Watch Days which, inaugurated on Monday 30 August, returns one year after its debut. Still protagonists eight founding brands (Bulgari, Breitling, De Bethune, Ulysse Nardin, Girard-Perregaux, H. Moser & Cie., MB & F and Urwerk) to which 15 others were added (including Frederique Constant, Greubel Forsey, Oris and Parmigiani Fleurier) raising to 23 the number of participants from 17 of 2020.
Auction experts in the chair
Among the novelties of this year there is also the adhesion of a 24th actor, the auction house of records, Phillips in Association with Bacs & Russo, which will curate with its experts a series of daily appointments that will deal with the hottest topics for the watch industry, such as distribution and digitization. These moments will take place in a 600 square meter pavilion at the Rotond du Mont-Blanc, which serves as the general meeting point of the event and inside which there are also 46 totems with showcases with the new watches that the public will be able to look at during the day.
The widespread fair in Geneva
Presentations to insiders will be held (both face-to-face and online) in different locations around the city (from hotel lounges, boutiques, through showrooms) chosen by each brand following its own agenda and in total self-management.
Right from the start this different formula had attracted great curiosity about Geneva Watch Days, in fact a “widespread” fair in the city, which had allowed the brands to reduce, and not a little, the costs incurred during traditional fairs. At the end of the last edition, Bulgari had quantified the maison’s investment at the Sole 24 Ore, which had been contained between 5 and 6% approximately compared to that required until 2019 for its presence at Baselworld (since 2021 the brand has been joined Watches and Wonders).
The novelties of haute horology
What is certain is that, as happened last year, this appointment will bring haute horlogerie back to center stage after the summer break.