What is Watches & Wonders, and why does it matter?

If you're reading this, we're willing to bet you're already familiar with Watches & Wonders, after all, watch internet has been talking about little else for the last month. Most of what you read on watch news sites and Instagram focuses on the new releases, which is a big part of it, but theres more too it than that. Allow us to explain.

Where did Watches & Wonders come from?

Given its weight in the industry, you might be surprised to learn that the Watches & Wonders Geneva show is only two years old, though globally, the name has been used since 2013. To explain this, we need to talk about two 'other' watch shows, Baselworld and SIHH. SIHH, formally known as the Salon International de la Haute Horlogerie, was founded back in 1991 as an exhibition of new releases from higher-end watch brands, with Richemont group-owned brands at its core. Over the years, the show has hosted other important players, like Audemars Piguet and Richard Mille, but at its heart, it's a Richemont affair. As SIHH grew, it became accepted as a high-end, exclusive affair, second only in importance to Baselworld, a show hosted in Basel which served as the key Swiss (and later global ) watch industry trade show from 1931 until its unceremonious demise in 2019. During its swan song years, Baselworld was a huge show, with thousands of exhibitors and hundreds of thousands of attendees. Key among these exhibiting brands were Rolex, Patek Philippe, Chopard and the LVMH Group brands like TAG Heuer.

When Baselworld became untenable, these key industry brands needed a new home, and the Geneva show was the best option. So, in 2022, Rolex, Richemont and Patek Philippe created the Watches & Wonders Geneva Foundation, with a mission to promote watchmaking to the world, essentially creating a seamless tradition from the Richemont-heavy SIHH, to the more inclusive Watches & Wonders.

Now, you might have noted that Watches & Wonders as an entity dates back to 2013, which is true. In the past, it's been the name of the SIHH's satellite show, which helps physical events primarily in the important Asian markets. This is still true today, with Watches & Wonders running events in Shanghai and Hainan in recent years.

What happens at Watches & Wonders, and why does it matter?

The obvious answer here is that brands show off their latest collections. It's a significant marketing moment, where the eyes of not just watch collectors, but also the broader luxury sector is focused on watches. But don't forget that under all the glitz and glam of the latest novelties, Watches & Wonders is a trade show, and for every influencer or journalist in Geneva to report on releases, there are 10 retailers there to decide what watches they're buying this year, making it a hugely significant sales event. Finally, Watches & Wonders is now the only event where the industry comes together, making it a significant informal networking event. There are as many major deals made in corridors and quiet corner tables as there are inside the opulent brand booths. It's this heady mix of marketing, money, and good old-fashioned wheeling and dealing that ensures that the big Geneva show will remain relevant for years to come.