The Most Exciting Timepieces From Watches and Wonders Geneva 2025
This year’s big Swiss watch trade show saw color, color, and more color.
Hublot Big Bang 20th Anniversary 44mm Master of Sapphire set.
Photographer: Chris Rovzar/Bloomberg
Hello fellow watch nerds,
I’m back from Switzerland after a week of the Watches and Wonders trade fair in Geneva. That’s where 60 brands large and small take over a vast exhibition hall and build elaborate booths to showcase their new wares to retailers, journalists and select elite clients. And all across town, brands of all sizes set up shop in hotel rooms and exhibition spaces. Every year, I try to see as many as I can.
Obviously the topic on everyone’s mind was Trump’s tariffs, which dropped like a hammer in the middle of the fair. For most brands, the US is their biggest or second-biggest market; none of the brands in the show make their goods domestically. They will all be vastly affected—especially since their items are luxuries. No one needs a watch these days.