FOMO & Watches & Wonders
Envy for Watches & Wonders
I have to admit, I’m not writing this because Watches and Wonders is in a few short hours from now; rather, I’m writing this because I am envious of not being one of the 50,000 or so people who get to attend. To help assuage my FOMO, I’m writing this to better understand what Watches and Wonders is, what it’s becoming, and whether or not this is the future for watch trade shows. It’s also an excuse to talk about some really cool watches. So let’s get to it!
The wait is finally over! Watches and Wonders is here! Geneva, Switzerland, will be buzzing starting this weekend, and if you’re a watch enthusiast (read: nerd) like I am, then every inch of your Instagram feed is filled with speculations of what’s to come and images of favorite releases from the past few years of the show.
If you’re even remotely into watches, then this is the event to pay attention to. There were 43,000 visitors in attendance in 2023 and over 50 brands exhibiting. This year it’s likely to continue to grow, and expectations for attendance this year are at an all-time high. Expectations are even higher as a third day has been added to allow for more public attendance, which has traditionally been a trade show meant for brands to meet with sellers as well as the journalists that cover these pieces so well.
A little background on just what Watches and Wonders is: This is the largest trade show of the year, and it’s all about the watches that we’ll see in the coming months from our favorite or at least the most well-known brands. This show replaces BaselWorld, which saw its demise following the shutdowns that came during the Covid-19 pandemic. Watches and Wonders kicked off in 2021 and has only been growing since, with each year seeing the inclusion of more and more public access to help spur further growth for this show.
Brands like Rolex, Richemont, and Patek Philippe have been the leaders of this show and helped move it into the spotlight that is brightly shining on it today. Noticeably, the Swatch Group is absent from this show, yet they manage to hype some of their pieces each year in the days just prior to the show. Swatch has seen this time of year as an opportunity to one-up the competition or to remind the brands in attendance that they’re still relevant. This year is no different, with not one, but two new MoonSwatches with the White and Black Snoopy MoonPhase Swatches.
New novelties, new complications (as we saw with the Parmigiani Fleurier Minute Rattrapante), colorways, releases from bygone years (like the IWC Ingenieur), and more! From Rolex releasing watches with bubbles or puzzle pieces to Haute Horlogerie from the likes of Van Cleef & Arpels’ Pont des Amoureux featuring the couple kissing on a bridge retrograde watch.
The best access is invite-only: If you’re one of the lucky few to be invited by the brands, then you’ll have access to much more than the public. It’s not without its hurdles. You have to make appointments with the brands if you want firsthand experiences. If you’re a vendor, you’ll need those meetings so that you can check out your inventory for the year. If you’re a journalist, then you’ll need access to properly review or tease those of us who are drooling through the proverbial window, watching this all take place from the comfort of our couches and office chairs.
The public will likely have the opportunity to view the pieces through glass boxes and windows but unlikely to get much hands-on time with the big players. Perhaps some of the other brands might have more of a table-side presentation where the public could try on some of the wares, but those like Rolex and Tudor will be catering to those who sell and those who promote their new pieces. It is a trade show, after all.
Wild Speculation
One of the best parts of the lead-up to Watches and Wonders has been all of the podcast coverage from the likes of Hodinkee, Worn & Wound, This Watch Life, The Real Time Show, and Fratello. I’ve thoroughly enjoyed learning about the press room and the litany of appetizer sandwiches that are meant to keep the journalists just enough fed to not pass out from the lack of sustenance. Or the game plan that it takes to accomplish the Herculean effort of scheduling the hundreds of meetings required to make this event a success for those covering the new watches.
I want to cover a bit about the importance that this show plays in the world of watches but also want to speculate about the future that trade shows will play in this industry. Some questions I have in general are: Have trade shows been in decline since Covid? Is there a need for the large corporate expense that is required to hold an event like this? How important is it to the industry? What are other brands doing to get the word out about their annual releases?
In my professional life, I attend a lot of different trade shows depending on the time of year, and it seems like since Covid, there’s been a significant decline in attendance, with more of a push towards online or virtual settings to discuss various topics. This becomes more challenging when talking about watches because much of the passion comes from being hands-on with the product and being able to feel what it’s like on your wrist and see what it looks like in natural light. That’s a really challenging thing to accomplish if you don’t have an in-person component to revealing new watches or sharing them in a setting where you can be around large groups of people for a period of time.
I don’t think trade shows are going away, and that’s highlighted by the fact that Watches and Wonders has actually seen a significant increase in the number of attendees year-over-year since it began. But I think you’re also seeing more of the emphasis being placed on the public attendance side of things, making sure that fans are getting access to the products and helping with the hype. That’s why it’s important for people like me, who are true enthusiasts and not directly involved in selling watches or the journalism side of watchmaking, to live vicariously through those either shopping online or trying them on at my local AD.
Geneva is the Epicenter
There’s a lot more happening in the city of Geneva than just Watches and Wonders this coming week. Geneva will be buzzing with industry experts, media, and more enthusiasts than ever before!
Time to Watches, another show coinciding with Watches and Wonders, hosts over 50 brands including Sinn, Marathon, Fears, Laco, and Elka.
Independents will be at the Hotel Beau-Rivage and will host the likes of De Bethune, Krayon, Nevada, Baltic, Doxa, Vulcain, Furlan Marri, Singer, Formex, and more.
The Master of Horology AHCI will also highlight independents like Konstantin Chaykin, Philippe Dufour, and others in the Haute Horlogerie independent mix.
If you’re one of the lucky few to have lodging and made it to Geneva, then I hope you’re having a blast! It’s going to be great to listen to the hot takes from our favorites who actually attend, and I’m excited for where the industry as a whole is heading.
Thanks for reading!
Photos provided by Watchesandwonders.com and Swatch
