Watches & Wonders 2025 exhibition

An Unmissable Event that transforms Geneva into the World Capital of Luxury Watchmaking for one week.

The Watches & Wonders fair, which will take place in Geneva from April 1 to 7, 2025, is the must-attend annual event for watch industry professionals and enthusiasts. This event brings together 60 of the most prestigious brands and welcomes nearly 50,000 visitors from around the world who come to discover the latest innovations.

To give the watchmaking community a fitting welcome during this“Watch Week,” the whole of Geneva—from its airport to Palexpo, via Rue du Rhône, the riverbanks, the Jet d’Eau, and the Mont-Blanc Bridge—is decked out in flags, advertising posters, and window displays, not to mention our iconic rooftop neon signs. Among the exhibitors are such prestigious brands as: 

  • Patek Philippe
  • Rolex
  • Hermès
  • Vacheron Constantin
  • Chopard
  • Piaget
  • Hublot
  • TAG Heuer
  • Cartier
  • Zenith
  • Jaeger-LeCoultre
  • Baume & Mercier
  • Frédérique Constant
  • Van Cleef & Arpels
  • or Tudor

These brands shine brightly on the Geneva skyline all year round, thanks to their storefronts. As symbols of Geneva’s watchmaking excellence, these houses and stores are an integral part of the picture-perfect scenery along the shores of the Rade and the Petite Rade. And they have been since 1930!

Watch Brands and Geneva: An Obvious Connection

The major brands featured at Watches & Wonders are closely tied to Geneva, the world capital of watchmaking. Like the neon signs on the city’s rooftops, these houses embody luxury, craftsmanship, and the excellence of Haute Horlogerie. Local manufacturers such as Patek Philippe, Rolex Vacheron Constantin are historic icons, while Hublot, TAG Heuer, and Tudor embody innovation and modernity. Piaget, Cartier, Chopard, and Hermès, meanwhile, blend watchmaking, design, and luxury with a strong focus on jewelry.

Watches & Wonders and the various related events taking place during Watch Week reinforce Geneva’s role as the epicenter of luxury watchmaking. They provide a meeting place for a global community passionate about the art of timekeeping and represent a financial windfall for Geneva and the boutiques on Rue du Rhône. In this digital age, the prestigious illuminated rooftop signs, much like the timepieces from these houses, underscore the link between tradition, innovation, and the future of watchmaking. They also serve as a reminder of the importance of visibility and communication in promoting this centuries-old art.

The Watches & Wonders 2025 fair will therefore mark another milestone for the industry, offering an opportunity to celebrate Swiss watchmaking excellence and showcase the industry’s finest creations—both on the wrist and atop the city’s rooftops. It will also highlight the cultural, heritage, and passionate ties that bind watchmaking to Geneva. 

Here atAgence MP Berthoud, we are particularly delighted to be supporting our watchmaking partners during this extraordinary week, and we invite you to come and enjoy the public event “Watches in the City,” which will take place in the heart of Geneva throughout the week, featuring a wide range of activities and giving visitors the chance to discover or rediscover all the boutiques lining the Lake Geneva waterfront.

The glow of neon signs over the waters of Geneva Harbor