Geneva Watch Days (GWD) is set to return from the 4th to the 7th of September 2025 for its sixth edition.
Organisers promise fresh ideas, a record number of brands, and a more engaging programme than ever before.
Following the 2024 edition, which attracted over 13,800 visitors, 600 media representatives, and 250 retailers from across the globe, GWD organisers plan to reinforce their status as the essential summer meeting point for the watch industry.
The upcoming edition will see a record 66 brands, from established names to inventive independents, displaying the diversity and creativity of contemporary watchmaking. Participants include Akhor, Alpina, Bvlgari, Breitling, De Bethune, MB&F, Ulysse Nardin, Zenith, and many others, all united by a vision of a vibrant, open industry focused on the future.
Among the highlights for 2025 are two new Swiss media partners, Radio Lac and Carac TV, which will broadcast interviews, segments, and live reports from the GlassBox studio at the heart of the GWD village. The event will also debut Calibership, a competition dedicated to the art of fine adjustment. Forty aspiring regulators, guided by Geneva Watchmaking School students, will test their skills on Sellita movements before final scrutiny from COSC.
The central Pavilion, inspired by the successful “By the sea, by the lake” concept, returns with a larger footprint and a summery, relaxed atmosphere. Nearly 150 exceptional timepieces will be displayed in an open-access exhibition designed to attract professionals, collectors, and the public. The Pavilion’s refreshed design includes an overhead canopy of sails and striped deck chairs.
GWD’s digital and visitor experience is also set to improve, with a redesigned website offering a more intuitive interface. A dedicated Culture Club space will host curated programming with partners including the Fondation de la Haute Horlogerie, the Geneva Watchmaking School, and the Grand Prix d’Horlogerie de Genève.
Jean-Christophe Babin, CEO of Bulgari Group and President of Geneva Watch Days, commented: “Open up! Dare! Innovate! That’s what Geneva Watch Days is all about: creating a moment that’s spontaneous, relaxed, and free of pretence — one that resonates with the media, with retailers, and above all, with those who matter most to us: our clients.”
Additionally, the charitable auction in partnership with Phillips and Bacs & Russo has raised over CHF 200,000 since its inception in 2023, supporting aspiring watchmakers through the Pierre Amstutz Fund.
Launched in 2020 by eight pioneering brands, Geneva Watch Days now operates independently, supported by local and industry organisations including the State and City of Geneva, the Fondation de la Haute Horlogerie, and the GPHG.
