Fratello’s Top 5 Brands To Look Out For During Geneva Watch Days 2025

Another Friday, another list! This time, we’re focusing on the brands that will be present at Geneva Watch Days 2025 next week. The event grows every year, and we have seen an increase in the number of participating brands. It’s a mixed bag of small and big ones that are active at every price level, making Geneva Watch Days a great event in the second half of the year. This week, we have created a Top 5 list of brands we think you should keep your eyes on for some great releases. Let’s find out what they are.

But before we jump into our list, let me explain how we determined these five picks. The selection is based on brands that surprised us during previous editions of Geneva Watch Days and typically do so with their releases anyway. We have also gotten some sneak peeks at some of the new watches as press releases make their way to our inboxes. One last thing is that we picked brands operating at different ends of the pricing spectrum. The great thing about Geneva Watch Days is that it offers room in the spotlight for smaller brands that have made waves in the past few years. Now, without further ado, let’s get into it.

Louis Vuitton

One of the brands that has had us on the edge of our seats over the past few years is Louis Vuitton. The recent creations coming from La Fabrique du Temps are nothing short of sensational every time. Additionally, LVMH has also treated us to brilliant releases from Daniel Roth during Geneva Watch Days. This is more than enough reason to keep an eye out for the newest Louis Vuitton creations, especially after the releases we saw earlier this year.

An early highlight of the year for us was the debut of the Louis Vuitton Tambour Convergence in January. This stunning duo of montre à guichet pieces surprised us in all the right ways. At the same time, the brand also released the impressive Tambour Taiko Spin Time Collection.

That was a great start to the year, which got a follow-up with a trio of great new Tambour models and the stunning LVKV-02 GMR 6, a collaborative effort from Louis Vuitton and Kari Voutilainen. As you can see, it has been a pretty great year for Louis Vuitton already. That’s why we can’t wait to see what special releases the team at La Fabrique du Temps devised for Geneva Watch Days.

Furlan Marri

Furlan Marri is one of those brands that fans and journalists are always watching. This April, we saw the debut of the special Red Hunter model that celebrated the brand’s fourth anniversary. It’s hard to believe that Furlan Marri has only been around for that long.

The Red Hunter is a beautiful 36mm watch with a black lacquered dial contrasted by a bright red domed central seconds hand. The attention to detail on the dial is remarkable, but turn the watch around, and you are treated to a surprise hunter-style case back. Open it, and you get a good view of the La Joux-Perret G100. With a sub-€2k price and a limited production number, the Red Hunter, unsurprisingly, has already sold out.

More recently, the brand expanded its permanent collection with the Mechaquartz Sabbia Rosa and Ardesia Blu. These two joined the existing lineup of three variants. The Sabbia Rosa is a wonderful light-colored two-register chronograph featuring a 60-minute totalizer and a 24-hour indicator.

The Ardesia Blue version only features the 60-minute totalizer at 9 o’clock. Despite their differences in execution, both are stunning Tasti Tondi-style chronographs.

As you can see, it’s already been a wonderful fourth-anniversary year for Furlan Marri. It makes us curious to see what novelties the brand will unveil during Geneva Watch Days. Last year, we saw the stunning Disco Volante, and the brand also has the mechanical Cornes De Vache in its permanent collection, so we might see new versions of those. Either way, we are curious to find out what Furlan Marri has planned for Geneva Watch Days.

Singer Reimagined

One of the brands we always monitor at Fratello is Singer Reimagined. Over the past few years, it has released some of the most exciting and standout watches. This year, we have already seen the release of the wonderful Heritage Collection chronographs.

As Robert-Jan explained, the two stunning chronographs in green and black are powered by a restored movement based on a vintage (1974) Valjoux 236 column-wheel chronograph caliber. The duo of two-register chronographs is instantly recognizable as quintessentially Singer, and the watches also feature a beautiful, svelte profile.

These two chronographs followed last year’s Divetrack, which completely redefined what a dive watch can be. Robert-Jan wrote an in-depth review explaining how the brand analyzed the whole journey of a dive and created a watch that lets you track every step of the way. Just seeing the watch and reading that review again made me realize how special the Divetrack is.

Just the Heritage Collection chronographs and Divetrack are reason enough to eagerly await what is next from the brand. An extra reason for me is that Singer has a design style that I adore. Ever since the first Track1 chronographs debuted in 2018, I have kept an eye out for new Singer releases. I will do the same this year during Geneva Watch Days.

Dennison

One of the small brands that has quickly taken the watch world by storm is Dennison. It has veteran watch designer Emmanuel Gueit on board, which instantly piqued the interest of watch fans who know him from designing the Royal Oak Offshore. But the watches themselves created a bigger buzz.

The inaugural A.L.D. Stone Dial collection featured five surprisingly affordable and beautifully proportioned dress watches. Each of the five models featured a nice stone dial and housed a Swiss Ronda quartz movement. This allowed Dennison to keep them nice and slim, making for a series of nicely proportioned and ultra-wearable dress watches.

After the initial release, Dennison released its first collaborative effort with Collectability earlier this year. Additionally, the brand released another four models, as Mike explained in the article. Two of them had stone dials, and the third had a lovely wooden one. These releases had a red/brown theme and looked beautiful. For me, the Rubellite version was a stunner.

Lastly, the brand released the first capsule collection with the special Dunes model. It shows there is much more to look forward to from Dennison, starting with the upcoming Geneva Watch Days.

H. Moser & Cie.

The last brand on our list of five is H. Moser & Cie. You may remember the special collaboration with Studio Underd0g that debuted last year at Watches and Wonders. Those two watches were the perfect marriage between an affordable and a high-end brand.

The two presented similar Passion Fruit dials for their watches, making them stand out immediately. But beyond the colorful dials, the watches also represent two brands that do not forget to have fun in this often overly serious watch industry. With the Passion Fruit duo, H. Moser and Studio Underd0g also showed that budget doesn’t need to dictate what a fun watch can be.

But H. Moser & Cie. is always a brand to keep an eye on because it has released some amazing watches over the years. This year alone has already been remarkable. During Watches and Wonders, H. Moser introduced its Endeavor Pop collection, which featured 18(!) new references, all with stunning, colorful stone dials.

The series consisted of three models — the Endeavor Small Seconds Concept, Endeavor Tourbillon Concept, and Endeavor Minute Repeater Tourbillon. All three were available with a choice of six stone dials. The Endeavor Small Seconds models have a stunning display of color.

But the brand hasn’t sat still since then. We have also seen a colorful quartet of Spice Aqua watches, the smart Streamliner Alpine Drivers Edition, and the Pioneer Centre Seconds Sunny-Side Up. All of them stand out for different reasons and show why we are curious what H. Moser & Cie. has in store for Geneva Watch Days.

Honorable mentions

There you have it — our list of five brands to keep an eye out for during Geneva Watch Days. As you would expect, though, these five are just the tip of the iceberg, as many more brands will be present at the event. Among others that we’d like to mention is Artisans de Genève. The brand has made a name for itself with some of the most creative and daring reinterpretations of industry classics.

Additionally, we are curious to find out what Breitling has in store for us. Perhaps we will get a follow-up on its acquisition of Gallet, the news of which broke earlier this year. Lastly, I am always interested in what Zenith will present us during the short, intense, entertaining week of Geneva Watch Days. Watch for coverage of the event from our side next week!