"TIME TO WATCHES" next to the Watches & Wonders Geneva venue is a must-see!

There's now less than a month until Watches & Wonders Geneva (W&WG) 2025, the annual "Swiss Spring Watch Festival." Those involved in the watch industry, including the Japanese subsidiaries of participating brands, watch shops, and industry media outlets, are likely busy days. In this article, we'll introduce other noteworthy watch exhibitions taking place in Geneva around the same time, in addition to W&WG 2025, and provide an overview of each.

A new product exhibition event to be held simultaneously with W&WG2025 has also been confirmed!

　Baselworld, the world's largest watch and jewelry fair, was affected by the so-called "COVID-19 pandemic" caused by the spread of COVID-19, and lost the trust of exhibiting brands, leading to its "disappearance" in 2022. As mentioned in my previous column, in 2025, the fair will feature 60 brands and will be held from April 1st (Tuesday) to April 7th (Monday) at the Palexpo exhibition venue near Geneva Airport, as usual. The first four days will be a closed event for those involved, and the last three days (Saturday, Sunday, and Monday) will be open to the public for a fee, for a total of seven days.

　Other than W&WG, the three major new watch exhibitions held during this period are:

(1) "TIME TO WATCHES" offers a wide variety of products, from mid-sized brands to watchmakers and related equipment.
(2) "MASTERS OF HOROLOGY," an exhibition of new works by the Association of Independent Watchmakers (AHCI) (commonly known as the Academy)
(3) Individual exhibition held at the five-star hotel Beau-Rivage Geneva on Lake Geneva

　I'm sure there are other smaller ones, but these are the main ones.

"TIME TO WATCHES" is now just a short walk from the W&WG venue

　Although not as large as the former Basel Fair, TIME TO WATCHES has inherited its diversity and will be held at the Geneva art school HEAD from 2022 to 2024. Those familiar with the Basel Fair might understand if I describe it as having the atmosphere of Hall 5 of the old Basel Fair.

　However, until last year, there was a problem with access to the venue, or rather, getting to the venue was a bit of a hurdle for those new to Geneva. Although HEAD is located in Geneva, it is far from the shuttle bus route that runs between famous hotels in Geneva and the W&WG venue. You had to either take a taxi or search on Google Maps and follow the directions to take a public bus to a bus stop near the venue.

　However, access to the venue has been dramatically improved for 2025. The venue has been moved to a four-story building called "Villa Sarasin" on the grounds of Palexpo, the W&WG venue, and can be accessed by climbing the stairs visible from the shuttle bus boarding and disembarking area.

　As of March 8, 2025, approximately 77 brands have been announced to exhibit, including Sinn, Reservoir, Antoine Preziuso, and others, as well as independent watchmakers, fashion watch brands, and peripheral device brands. With its location close to W&WG, the number of exhibiting brands is likely to continue to increase. In 2023, I thought, "Maybe this fair won't work out," but I think it's likely to continue as a sub-fair of WWG.

"MASTERS OF HOROLOGY" by the Academy, a group of independent watchmakers

　The AHCI (Académie Horlogère des Créateurs Indépendants), a group of independent watchmakers that any watch enthusiast will be familiar with, will be celebrating its 40th anniversary this year in 2025. Therefore, the top page of their official website reads "40th Anniversary."

　The exhibition, "MASTERS OF HOROLOGY," will be held in the same location as last year, at the L'ice Bergues Exhibition Centre, a building behind the five-star Four Seasons Hotel des Bergues, located just near the new town side of the Mont Blanc Bridge, which connects Geneva's new and old towns, and one street behind Mont Blanc Avenue.

　Although it is not specified who will be exhibiting, the announcement states that "This year's exhibition will feature the wonderful works of 26 AHCI members, candidates, and applicants." Last year, Japanese full member Hajime Asaoka exhibited. Perhaps we will be able to see a Japanese legend in addition to the legendary Swiss watchmakers.

A separate exhibition of new works at the Hotel Beau Rivage Geneva

　An exhibition of new products from various watch brands will be held at the five-star Hotel Beau Rivage Geneva, located in front of the ferry terminal, a famous tourist spot in Geneva. The exhibition will take place in the hotel's event spaces, including the Salon Sarah Bernhardt on the ground floor, as well as in the guest rooms.

　Although it is not yet listed in the hotel's event guide, this is a rare opportunity to meet the makers of high-end, emerging watch brands, focusing on the much talked about micro-maisons. The dates vary by brand, and some exhibitions are only open for a few days during the period mentioned above. For watch enthusiasts, this is an exhibition that is like a "treasure box of surprises" that you simply have to go to.

　Of course, there are other brands that hold their own exhibitions in luxury hotels and boutiques in Geneva during or around W&WG. If you happen to be in Geneva during this time, we highly recommend taking a stroll and visiting one of these exhibitions.