Watches and Wonders Geneva is the luxury watch industry’s premier annual event. Evolved from SIHH (Salon International de la Haute Horlogerie), this April showcase brings Rolex, Patek Philippe, Audemars Piguet, and 40+ brands together for the year’s most important launches.
In this guide, we explore the event’s significance, participating brands, and how collectors can follow developments remotely.
In This Guide
Event History
- 1991: SIHH founded by Richemont brands
- 2017: Audemars Piguet and Richard Mille join
- 2020: Renamed Watches and Wonders, cancelled due to pandemic
- 2022: Rolex, Tudor, Patek Philippe, Chanel join
- Present: 40+ brands, public days added
Exhibiting Brands
| Category | Brands |
|---|---|
| Holy Trinity | Patek Philippe, Audemars Piguet, Vacheron Constantin |
| Rolex Group | Rolex, Tudor |
| Richemont | Cartier, IWC, JLC, Panerai, Piaget |
| Independents | Chanel, Hermès, MB&F, H. Moser |
Notable Releases
Watches and Wonders showcases each year’s most significant launches:
- Rolex: New references, updated calibers
- Patek: Nautilus variations, complications
- AP: Royal Oak special editions
- Cartier: Santos and Tank updates
- JLC: Reverso commemoratives, Master complications
Attending vs Following
| Option | Details |
|---|---|
| Trade days | Invitation only (press, retailers, VIP clients) |
| Public days | Ticketed access, limited availability |
| Online coverage | Live streams, same-day articles |
| Social media | Real-time updates from media, brands |
Watches and Wonders — Expert Answers
Q: Why did Baselworld collapse while W&W thrives?
Baselworld’s high costs and declining exhibitor value drove brands away. W&W offers focused luxury positioning and better brand control.
Q: Do watch prices increase after W&W?
New releases debut at announced MSRPs. Secondary market for discontinued predecessors sometimes increases; sometimes decreases as attention shifts.
Q: When is the best time to buy — before or after W&W?
Depends on target. Before: potentially snag soon-to-be-discontinued references. After: clarity on new lineup enables informed decisions.
Final Thoughts
Watches and Wonders shapes each year’s horological narrative. Whether attending in person or following online, understanding this event helps collectors anticipate market movements and new opportunities.
