How did the Geneva Grand Prix for Watchmaking become the gold standard in the watch industry?

Founded in 2001, the Grand Prix d'Horlogerie de Genève (GPHG) has now established itself as the industry's most important watchmaking award. Here, we look back at how the GPHG began, how it fosters competition among brands, and how the event has evolved over the past 20 years.

　Founded in 2001, the GPHG aims to "celebrate the most remarkable contemporary creations and promote the art of watchmaking worldwide." Its members include the Canton of Geneva, the City of Geneva, the International Museum of Watchmaking (MIH) in La Chaux-de-Fonds, the Geneva Institute of Watchmaking and Microengineering (Timelab), and the conglomerate Édipress. Until 2019, watch brands entered their most promising models in 14 categories, paying a relatively small participation fee. Finalists could then pay an additional fee to participate in a traveling exhibition around the world. Karine Meyer, director of the GPHG, said:

"GPHG is a showcase medium and an excellent promotional tool. Pre-selected watches are displayed in a special exhibition that travels around the world every autumn. The winning watches receive ample international media exposure. For this reason, we keep the participation fee as low as possible so that all brands can take part."

　In other words, the GPHG receives a certain amount of financial support from the watch brands that decide to participate (incidentally, the Swiss Confederation, the Canton of Geneva, and the City of Geneva also provide financial support, along with other sponsors), and brands that did not wish to compete were not represented until 2019. This is why there has not been a single Rolex watch among the awards to date (although sister brand Tudor has regularly participated, winning the award in 2013 with the Heritage Black Bay). The GPHG Academy was launched to improve this situation. The GPHG stated that "with the establishment of the International Academy of the Watch Industry, which will be operational from May 2020, we will undertake an open and innovative approach."

　This group will consist of hundreds of industry members, including brand representatives, and each member will be responsible for submitting one to 12 watches for at least eight of the 14 categories in 2020. Brands will still be able to enter their own watches and decide on their own. This means that, in theory, 350 Academy members will need to submit 2800 additional entries in 2020. While this new rule significantly increases the number of entries, it still leaves the final decision-making body small. The final jury, which will decide the winning entries, will be made up of 30 Academy members, half of whom will be randomly selected. The jury will meet in Geneva in private, in the presence of a notary, to review the pre-selected watches and ultimately decide by secret ballot which watches will advance to the finals. Hopefully, this new concept will increase transparency and represent the industry's perspective.

　Speaking of transparency, WatchTime joined the GPHG as a media partner in 2019 and is directly or indirectly involved with the Academy. Rüdiger Bucher (editor-in-chief of WatchTime's sister publication, Kronos) and Jeffrey Kingston (longtime collector, friend of WatchTime, and event partner) are members of the Academy, as is New Jersey-based freelance WatchTime contributor Roberta Nurse.

　What is clear about the GPHG is that it is not the first or only watch-related award. For example, Germany's "Goldene Unruh" (Golden Balance) has been running since 1998. In 2020, approximately 1 members of the public selected the "world's best watch" from 243 entries. The GEM Awards, organized by the Jewelers of America, a trade association for jewelry professionals, are similar to the Prix Gaïa, launched in Switzerland by the MIH in 1993, in their mission to honor "the achievements of individuals and companies who have contributed to raising awareness of fine jewelry and luxury watches." Specialist publications like Poland's CH24.pl also offer "Watch of the Year" awards, similar to Revolution magazine's, and Robb Report's "Best of the Best." Additionally, design competitions like the iF Design Award and Red Dot also have watch categories. The GPHG, on the other hand, has established a gold standard in the watch industry and has continually expanded its international reach and reach. As a result, the GPHG has come to be called the "Oscars of the watch industry," even though brands like Rolex, Omega, and Patek Philippe do not participate.

　Despite the "Geneva" name, however, manufacturers from other parts of Switzerland, as well as Germany and Japan, continue to participate. In 2019, 84 watches out of 196 entries were shortlisted, and 18 received trophies in November, including the "Golden Hand Award." Two of these (Kudoke and Seiko) were from outside Switzerland. The top five brands in 2019 were (in alphabetical order): Audemars Piguet (4), Bulgari (5), Hermès (4), Ulysse Nardin (4), and Zenith (5). The "Men's Complications" category was the most competitive, with 23 entries. The 2019 Special Jury Prize went to Luc Pettavino, founder of Only Watch (two days later, on November 9, 2019, Only Watch sold a stainless steel Patek Philippe Grandmaster Chime for the highest price ever, at 31 million Swiss francs).

Best Model

　At the inaugural GPHG in 2001, the first brand to win the prestigious "Golden Hand" award was Vacheron Constantin's Lady Cara (Ref. 17701/701G-7393), set with over 120 emerald-cut white diamonds. That same year, it also won in the "Jewelry Watch" category, meaning that Geneva-based brands have won awards in two of the seven categories. Also in 2001, Audemars Piguet's Edouard Piguet Minute Repeater Carillon (Ref. 2593PT) won in the "Complications" category. Patek Philippe won the "Poinçon de Genève" category with its Calatrava (Ref. 5120), and Gucci won the "Table Clock" category with its "Réveille du Voyage" alarm clock.

　In the Women's Watch category, Blancpain's Chronograph Pastel Flyback (Ref. 2385F-192GC-52) won, and in the Men's Watch category, Leroy's Osmior Chronograph won. While these were the results for the first awards ceremony, the number of categories was expanded from 7 to 18 at the 2019 ceremony, and the Golden Hand Award went to Audemars Piguet's Royal Oak Perpetual Calendar Ultra-Thin (Ref. 26586IP.OO.1240IP.01).

　As with any awards ceremony, even the unsuccessful entry models receive just as much attention as the winners. An award like the GPGH, with its small jury, doesn't necessarily consider commercial success or end-user popularity. Looking back at the winning models from the past 20 years, there are few brands that don't deserve an award, but conversely, there are many others that deserve it. To increase the opportunities (or incentives, depending on your perspective), organizers have added or renamed categories. For example, in its second year, the GPGH introduced a "Special Jury Prize" (won by FP Journe's Octa Calendar), renamed the "Wall Clock" category to "Design Watch," and added two more public jury awards (the last of which was the Czapek Quai des Berg No. 33 Bis in 2016). In 2003, the "Sports Watch" category was added, which was renamed "Diving Watch" in 2019. In other words, the only awards that have remained unchanged since the awards' inception are the "Men's Watch" and "Women's Watch" categories and the "Golden Hand Award."

　Looking back at the 19 editions to date, FP Journe has won the Golden Needle Award three times (2004, 2006, 2008), followed by Vacheron Constantin (2001, 2005), Greubel Forsey (2010, 2015), and Patek Philippe (2002, 2003) with two awards each. Richard Mille (2007), A. Lange & Söhne (2009), De Bethune (2011), TAG Heuer (2012), Girard-Perregaux (2013), Breguet (2014), Ferdinand Berthoud (2015), Chopard (2016), Bovet (2018), and Audemars Piguet (2019) have each won the award once. This shows that the judges have a penchant for luxury watches. Audemars Piguet is also the brand with the most awards, winning an astonishing 13 category awards and even the Golden Hand Award in 2019. It is followed by Vacheron Constantin (8 category awards and 2 Golden Hand Awards) and TAG Heuer (8 category awards and the Golden Hand Award).

　Perhaps most impressive is Kari Voutilainen's track record. He is one of the most well-known and highly respected independent watchmakers, having won seven awards despite producing only 25-55 watches per year. This ranks him alongside brands like Zenith and Van Cleef & Arpels. Voutilainen has won the "Men's Watches" category four times (2007, 2013, 2015, 2019), followed by FP Journe (2003, 2005). In the "Women's Watches" category, Chanel stands out with four wins (2012, 2017, 2018, 2019), followed by Piaget with three wins (2008, 2009, 2016). Voutilainen added: "Participating in the GPHG increases awareness and credibility. If someone else wins it, it will affect sales, but not negatively. The GPHG is the only organization that is not tied to commercial interests."

As a launchpad for brands and new products

　Its influence and growing reach make the GPHG an attractive platform for new brands and launches. Ulysse Nardin, for example, chose the GPHG to launch its new diving watch in 2018. Singapore-based Ming (whose watches are assembled, adjusted, and tested in Switzerland, with quality control in Malaysia) decided to enter the GPHG in 2019, just two years after its founding, and its 17.06 Copper won the Horological Revelation Award. Co-founder Dr. Magnus Bosse commented, "It's wonderful to be able to showcase our work and have it recognized. The awards were our gateway into the industry, and sharing the stage with these industry heroes was a lifelong dream. I'll never forget this night!" Following media exposure at the exhibition, the awards ceremony, winning entries, and all shortlisted watches will be exhibited on a global roadshow in the fall (2019 stops include Sydney, Bangkok, Mexico City, Puebla, Geneva, and Dubai).

　One thing is for sure: with any awards ceremony, some winning models will face opposition from those not involved in the selection process, but the GPHG has responded quickly, launching a new Academy to be as inclusive as possible. By adapting and evolving this concept, the GPHG will become a global platform for showcasing and showcasing the creativity of the entire industry, even in the absence of a Baselworld-style presentation venue.