As we wrote last week, everything is ready in Geneva for the next Watches and Wonders, from 30 March to 5 April, finally in attendance. In addition to the 'historical' names of the show - A. Lange & Söhne, Baume & Mercier, Cartier, Hermès, IWC, Jaeger-LeCoultre, Montblanc, Panerai, Parmigiani Fleurier, Piaget, Roger Dubuis, Ulysse Nardin, Vacheron Constantin and Van Cleef & Arpels -, this year will be joined by the presence of Chanel, Chopard, Grand Seiko, Hublot, Oris, Patek Philippe, Rolex, TAG Heuer, Tudor and Zenith. The ten new exhibiting brands will be located in a separate area of the pavilion, with their stands not conforming to the traditional layout of the former Sihh, where the exterior is the same for all.
Separating the two areas of Watches and Wonders is the Carré des Horlogèrs, where fourteen names of independent watchmaking are exhibiting: Angelus, Armin Strom, Arnold & Son, Cyrus Genève, Czapek & Cie, Ferdinand Berthoud, H. Moser & Cie., Laurent Ferrier, Louis Moinet, Rebellion Timepieces, Ressence, Rudis Sylva, Speake-Marin, Trilobe. A total of 38 watch manufacturers.
As if that were not enough, the rest of the Swiss watchmaking industry is mobilising to exhibit its novelties in various locations around Geneva. Some have organised exhibitions bringing together several brands, others have reserved spaces in Geneva's biggest hotels. It will be a true festival of watchmaking, with presentations also in boutiques and with many of the city's manufactures opening their doors to the press. Little is known, however, about public participation.
Whereas in the past the last day of the fair at the Palaexpo was dedicated to end customers, by invitation or with a limited number of tickets on sale, this year's edition looks like it will be entirely reserved for operators and the press only. It might be different for brands exhibiting outside.
One of the alternative events to Watches and Wonders is called Time to Watches and will be held from 31 March to 3 April at HEAD, Haute École d'Art et de Design in Geneva. Twenty-one exhibiting brands have been confirmed for the date, which is not a few. Among these, Chronoswiss, Corum, Cuervo y Sobrinos, Kubik, L. Leroy, Louis Erard, Perrelet, Raketa, Reservoir, Scatola del Tempo, Schwartz Etienne and Sinn are the best known in Italy. It is not yet known, however, whether it is open only to professionals.
It is a pity about this lack of attention to the enthusiastic public. But let us hope that next year, when perhaps Covid will finally be forgotten, they will think again.
Dody Giussani
