Trade shows used to be almost exclusively for brands and their partners, but they have evolved over the past 20 years, a change catalyzed by COVID-19. As brands and their sales partners found new methods of maintaining their relationships, trade shows also shifted to become an important opportunity for members of the media to view new watches and meet with brand leadership, and in recent years, a chance for the public to glimpse those new releases. As I write this, the aBlogtoWatch editorial team is gearing up to return to Geneva, Switzerland, for one of the most important watch industry trade shows of the year, Watches & Wonders Geneva 2024. The show takes place from April 9 to April 15 and will be held again at the Geneva Palexpo convention center, with over 50 major luxury watchmaking companies exhibiting their latest products.

What Is Watches & Wonders Geneva 2024?

Watches & Wonders Geneva is still a relatively new show, but it is based on the legacy of a few now-defunct wristwatch and jewelry trade shows that came before it, which have been held for over 100 years. Watches & Wonders emerged in 2020 as an evolution and expansion of the Salon International de la Haute Horlogerie (SIHH) following the sudden and rapid demise of Baselworld that same year. While other watch industry trade shows exist, what makes Watches & Wonders special is its size and its focus on high-end timepieces. While many of the companies exhibiting at Watches & Wonders are fierce competitors (and others are sister brands owned by the same groups), they come together as best they can under one roof to meet with media, retailers, suppliers, and members of the public.

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Watches & Wonders Geneva 2024 Exhibitors
A. Lange & Söhne | Alpina | Angelus | Arnold & Son | Artya | Baume & Mercier | Beauregard | Bell & Ross | Bremont | Cartier | Chanel | Charriol | Chopard | Chronoswiss | Cyrus | Czapek & Cie | Eberhard & Co | Ferdinand Berthoud | Frederique Constant | Gerald Charles | Grand Seiko | Grönefeld | H. Moser & Cie | Hautlence | Hermès | Hublot | Hysek | IWC Schaffhausen | Jaeger-LeCoultre | Laurent Ferrier | Louis Moinet | Montblanc | Nomos | Norqain | Oris | Panerai | Parmigiani Fleurier | Patek Philippe | Pequignet | Piaget| Raymond Weil | Ressence | Roger Dubuis | Rolex | Rudis Sylva | Speake-Marin | TAG Heuer | Trilobe | Tudor | U-Boat | Ulysse Nardin | Vacheron Constantin | Van Cleef & Arpels | Zenith

Although it is the main event, Watches & Wonders is not the only show in town that week. By our estimates, over 200 watchmakers will be showing somewhere in Geneva, independently or as part of a smaller show. That accounts for a large volume of additional new watch releases that aBlogtoWatch strives to cover. Even though there are some other watch exhibitions in various cities around the world each year, the sheer number of brands presenting during the week of Watches & Wonders makes it the most important period of the entire year when it comes to new watch releases.

What’s It Like to Be There?

aBlogtoWatch has been attending watch industry tradeshows since 2009 and has attended every edition of Watches & Wonders Geneva (and its predecessors) thus far. The first four days of the show are press-only. From the moment the show opens to the moment it closes, the aBlogtoWatch team will be meeting with brands and handling and photographing the latest releases. The schedule is carefully balanced to allow the team to capture as much content as possible to deliver to our readers, and in addition to our team at Palexpo, a smaller team will be meeting with more than 25 additional brands presenting at events adjacent to Watches & Wonders Geneva 2024. At these meetings, brands introduce their latest novelties (some ready for release, others coming later this year), and we have the chance to photograph and ask questions, as well as discuss broader topics. In between brand meetings, we review what we’ve photographed, communicate with the coverage team at home, grab a bite, and try get a moment’s rest before heading to the next appointment.

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For Watches & Wonders Geneva 2024, the show will open its doors to the public for three days, from April 13 to April 15. Attendance requires a ticket but can be a once-in-a-lifetime experience (especially for those not living in Switzerland). While the public doesn’t have access to key personalities responsible for making watches or running their favorite brands and in most cases will not be able to handle watches, they can view most of the novelties on display and experience the staggering “booths” brands put together for the show. The booths are sometimes as much of a spectacle as the watches themselves, as brands create an attempt to outdo each other in offering a boutique experience within the halls of Palexpo. While the other shows going on in the city don’t feature quite as grand displays, most are also open to the public, but tickets or appointments might be necessary to attend.

What Kind of Coverage Will aBlogtoWatch Provide?

aBlogtoWatch coverage of Watches & Wonders Geneva takes several forms. Most important is our coverage of new releases and hands-on coverage of novelties that you can read about on the aBlogtoWatch website. Our team will also be providing live updates on social media, including behind-the-scenes views and hands-on content of some of the most important new watches of the show. The coverage doesn’t stop when the show does, though. In the weeks and months that follow, you can expect more hands-on content, deep dives, and analysis on both the site and the aBlogtoWatch YouTube channel, while we’ll be discussing the new releases and the entire show on the aBlogtoWatch Weekly Podcast and bringing you interviews with industry leaders on the SUPERLATIVE Podcast. You can find all the big stories and detailed hands-on coverage on our dedicated Watches and Wonders Geneva 2024 page.

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