An important summer meeting for watch manufacturers: inside took place in a nautically designed pavilion in Switzerland. With a brand new format and a varied program, the Geneva Watch Days are a relatively new entry in the industry calendar. They want to remain fresh and future -oriented.
The fair, which was founded as a unique antidote to the economic downturn during the Covid 19 pandemic, is now taking place for the sixth time and presented a record number of 66 brands.
“It is a very sociable, common festival of art,” commented Jean-Christophe Babin, President of Geneva Watch Days and CEO from Bulgari. “It is a feast because it is not transactional, but culturally and forming. It should encourage people to become watchmakers: to become inside.”
The organizers are proud of an open, versatile atmosphere that distinguishes the fair from their contemporaries. Established brands meet some of the most innovative independent companies in the present. Experts come together with collectors: inside and the general public.
“The Geneva Watch Days are the type of watch fair that I have hoped for for many years,” says Maximilian Büsser, CEO of the leading independent company MB & F. “They are people who love watches; who speak to people who love watches.”
Büsser’s enthusiasm reflects the changed fortunes of an industry, the products of which are among the most sought -after on the market today.
“You have to understand that we never had the opportunity to advertise independent.”
“It was terribly difficult for us for twenty years because nobody paid attention to. But the work that companies have been doing for decades is now suddenly recognized.”
The commitment of the Geneva Watch Day for diversity can be seen in a freely accessible exhibition in the middle of the striped deck chairs and sails of the renovated venue.
The 150 timepieces exhibited range from the unusual to classic. Behrens and Konstantin Chaykin’s facial ‘Ace of Hearts’ shows eyes that are filled with hours and minutes. In addition to the day Heuers Quadratic ‘1969 Monaco’, it is famous by actor Steve McQueen in the film ‘Le Mans’.
Another program item is the world’s first competition for the time setting. The competition is open to experts and amateur: inside. The latter receive free coaching of students from the Geneva watchmaker school.
Industry leaders exchange in daily discussions and symposia: inside and outsiders exchange ideas for common challenges. Sustainability and customers: internal experience, addressing generation Z and the acquisition of young people for the industry are current topics.
The event takes place at a time when the luxury industry, like many others, also has an eye on the unpredictable geopolitical situation.
“We are in an unprecedented context that is characterized by conflict and economic instability. Another point is political uncertainty. This uncertainty leads to a certain caution at the customer,” notes Babin.
However, the founder of the Geneva Watch Day is optimistic about the prospects for an industry that has been around for a long time than most others.
“Luxury is something very profound. You cannot cover 15,000 years and for centuries, millennium for millennia, if there is no something that is quasi genetically conditioned. Therefore I remain very optimistic.” (AFP)
This article was used with digital tools translated.
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