Geneva Watch Days 2025: Everything You Need To Know

Geneva Watch Days returns for its sixth edition from September 4th to September 7th, 2025, continuing its rise as one of the key events on the horological calendar. Since its founding in 2020, the fair has embraced an open, decentralized approach. This came in the shadow of a disrupted Baselworld and an evolving SIHH. Instead of confining attendees to a single exhibition hall, the city becomes the venue. A central Pavilion on Quai du Mont-Blanc is the anchor point. Brands host visitors in showrooms, boutiques, and hotels across Geneva’s historic center.

For collectors, press, and the general public, the experience is more approachable than traditional watch fairs. Conversations are more personal, and appointments feel less formal. The late-summer lakeside setting creates a relaxed backdrop. Fratello will once again be present to capture the energy. Novelties and stories will be shared, ensuring readers can follow along in real time. Want to stay up to date with everything? You can find our coverage on the website and on our Instagram.

A diverse lineup of participating brands

This year’s edition of Geneva Watch Days is the largest so far. A total of 66 brands will present novelties and key releases. The mix illustrates Geneva Watch Days’ unique identity. It balances heritage maisons with independent watchmakers. Household names and rising talents are both welcome.

Here’s a complete list of participants:

Akhor, Alpina, Alto, Amida, Artisans de Genève, Ba111od, Beauregard, Beda’a, Behrens, Bianchet, Bimbu, Breitling, Bremont, Bvlgari, Claude Meylan, Corum, Czapek & Cie, David Candaux, De Bethune, Dennison, Doxa, Egeiro, Emmanuel Bouchet, Favre Leuba, Fears, Frédéric Jouvenot, Frederique Constant, Furlan Marri, Genus, Gerald Charles, Greubel Forsey, H. Moser & Cie., Hautlence, Jacob & Co., Konstantin Chaykin, Krayon, L’Epée, L. Leroy, La Fabrique du Temps Louis Vuitton, Laurent Ferrier, Lederer, Linde Werdelin, Louis Erard, Louis Moinet, Massena Lab, Maurice Lacroix, Mauron Musy, MB&F, Micromilspec, Ming, Oris, Perrelet, Phillips in association with Bacs & Russo, Raketa, Renaud Tixier, Singer Reimagined, Speake-Marin, Squale, Stollenwurm, TAG Heuer, Trilobe, Tutima, Ulysse Nardin, Unimatic, Urwerk, and Zenith.

The Pavilion – A cultural and social hub

At the heart of Geneva Watch Days is the Pavilion on Quai du Mont-Blanc. It’s recognizable by its nautical-inspired setup with striped deck chairs, sail-like canopies, and open exhibition spaces. The public can view around 150 watches in one location. This offers an accessible cross-section of the fair’s highlights.

Inside the Pavilion, the Culture Club provides an educational layer. It was developed in collaboration with the Fondation de la Haute Horlogerie, the Geneva Watchmaking School, and the Grand Prix d’Horlogerie de Genève. The space offers guided tours, thematic exhibitions, and lectures. These aim to make high horology more approachable. For newcomers, it acts as a curated entry point into watch culture. For seasoned collectors, it adds historical and technical context. The Pavilion also serves as the primary gathering place. Its lakeside backdrop and relaxed layout encourage informal meetings and spontaneous conversations, fostering a sense of community rarely seen at more rigidly structured trade fairs.

Key events and new initiatives

Geneva Watch Days has always combined brand showcases with interactive programs. The 2025 edition introduces some of the most ambitious activities yet. Here’s an overview:

Calibership Competition
This new initiative highlights the art of regulation. It focuses on the precise adjustment of watch movements. Forty regulators in two categories (including professional watchmakers as well as influencers and watch-media figures) will fine-tune Sellita calibers for accuracy. They will be mentored by students from the Geneva Watchmaking School, and the results will be judged by the COSC (Contrôle Officiel Suisse des Chronomètres). The competition aims to spotlight the next generation of watchmakers. It also engages the public with the science of chronometry.

Symposiums and Debates
Several symposiums will tackle industry-relevant issues from the GlassBox studio in the GWD village. Topics include sustainability in watchmaking, the evolution of the pre-owned market, gender diversity, and challenges for emerging independent brands. Media partners Radio Lac and Carac TV will broadcast discussions. This expands the reach beyond those physically present in Geneva.

Workshops and Experiences
Visitors will find guided tours, panel discussions, hands-on workshops, watchmaking demonstrations, and auctions. Informal activities, such as “Power Breakfasts,” and curated picks from experts, like Emmanuel Bouchet, add insight. These events allow enthusiasts to connect more directly with the craft and culture of horology.

Geneva Watch Days 2025 — Fratello’s coverage

As in previous years, the Fratello team will be on the ground in Geneva. We’ll meet with brands, photograph novelties, and share first impressions. You can expect daily coverage on the site and live updates on Instagram. From quick wrist shots to detailed reviews and interviews, we’ll keep you informed. We’ll even record an on-location episode of Fratello Talks. Geneva Watch Days is always a lively mix of watches, people, and atmosphere. We’re looking forward to sharing it all with you again this year!