As exclusive as it was original and intensive, the program was thoroughly enjoyed by 15 participants from England, the United States, France, Sweden and Switzerland (both French and German-speaking). They all describe the experience as fabulous and look forward to the 2025 edition.
The richness of the industry
After a cocktail reception set to music on the GMT Publishing premises, where they got to know each other and the publishing house where this journey through (Swiss) time and space was conceived, they spent five days in the heart of the watchmaking scene, which they described as transformational. Each day included intensive exposure to a niche brand and a major brand, along with an evening in the company of key industry figures, from Geneva to Schaffhausen, via Le Locle, La Chaux-de-Fonds and Bienne. There was an immediate connection between participants’ very different personalities, united by the same passion!
Accompanied by two members of the editorial team (including a videographer whose videos you'll find on our social media), the participants were welcomed into temples of creativity and watchmaking icons: La Fabrique du Temps Louis Vuitton, Musée Audemars Piguet, Piaget, MB&F, Hublot, Zenith, Jaquet Droz, Omega (museum and Manufacture), H. Moser & Cie, Grand Prix d'Horlogerie de Genève (exhibition and workshop) and Gerald Charles. As the icing on the cake, they attended the official launch of the Pioneer Dual Time GMT limited series, the collab developed by GMT and H. Moser & Cie. for GMT's 24th anniversary. Three of them bought it immediately. For Rajan Virdee, “the success of this week lies in the depth of the experience, including the diversity of brand styles, which enabled us to better understand the richness and challenges of watchmaking. For me, as I am just starting to take a serious interest in watchmaking, this full-day focus accelerated my understanding and increased my knowledge and passion for watches.” It's a similar story for the experienced Gerry Elam: “At the end of the day, you think you've seen enough, but then the Safari opens up a whole new angle, a radically different Manufacture, which re-boosts your interest and motivation. With my engineering background, I loved discovering all these manufacturing techniques, components and processes: it's fabulous!”
In the workshop with artisans and watchmakers
From the very first morning at La Fabrique du Temps Louis Vuitton, GMT Watch Safari participants were immersed in the heart of watchmaking creation, discovering the processes involved in the creation of unique timepieces, Haute Horlogerie decorations and finishes, as well as artistic crafts. They were not only able to watch the experts at work, but also to ask them questions and even benefit from introductory workshops to better understand the extreme complexity of the various skills. At the end of the safari, ten of them sat down again at the workbench, to try their hand at assembling their own movement with the help of members of the Geneva Watchmaking School, assembled at the Musée Rath by the Grand Prix d'Horlogerie de Genève. Virtually all Manufacture visits included explanations from watchmakers, engineers or artisans. It was a revelation for most participants. Victor Longeaux, for example, evoked “a magical week, with almost unknown places and crafts that we had no idea were so technical and required such a level of expertise.” Göte David Johansson agreed: “I loved the passion of the people who create these watches, sometimes made to measure, as well as the production processes at Hublot, Omega and Zenith, as my entire career has been spent in production within other industries”. Accompanying her husband, Gail Pollock said: “Now that I've seen all the work that goes into creating watches, I understand their value better as well as why it takes so long to make them”.
Among the emotional highlights, many were moved by the stories of visionaries such as Zenith founder Georges Favre-Jacot as well as Charles Vermot, who saved the El Primero caliber during the quartz crisis. Presented with commentary by those who created them, Jaquet Droz's unique works of art, MB&F's futuristic design, Hublot's innovation in the field of materials and H. Moser & Cie.'s production of balance springs delighted the small group of enthusiasts. For Nicolas Crowson, brimming with enthusiasm throughout the week, “it was very intense, with a very high degree of learning, but also fun; I feel privileged to have been able to gain access to such places and enjoy this very original experience that would have been impossible on my own, a factor that is always appreciable.”
Meeting the CEOs
The CEOs who had included the GMT Watch Safari in their diary definitely scored points. More than simply giving a word of welcome, Julien Tornare (Hublot) and Raynald Aeschlimann (Omega) captured participants’ attention. Their extremely open speeches on their vision for the brand and the state of the market kept everyone on their toes. Steven Pollock, a seasoned collector, commented: “The week was fantastic, being able to talk to the managers and listen to them explaining their strategy proved to be captivating.”
Alain Delamuraz (Jaquet Droz) and Edouard Meylan (H. Moser & Cie.) participated in a particularly personal way during the visit, as well as by taking part in wine tastings at their respective Manufactures before inviting all participants to dine at a number of very fine local restaurants. A guaranteed success! These CEOs all left a lasting impression. For Colleen and Robert Picchi, accustomed to exceptional experiences: “we loved understanding the radically different strategies of these brands, we were incredibly fortunate and it was an extraordinary experience”. Lior Arussy, another high-flying collector, sums up the general feeling: “It's a dive inside the industry and the creation of watches that would have been impossible for us to grasp without the Safari. You can read articles and watch videos, but it's nothing like meeting people, talking to them, seeing how creations come to life through their skills, manufacturing processes and passion.”
Even Florent Longeaux, better known by his Instagram name @Watcheshunter and a regular on the watchmaking scene, admits he was blown away: “In addition to the meticulous organization, we were immersed in the poetry of watchmaking, grasping the ‘soul’ within the object, as well as the reality of its price. We felt privileged throughout this week, which was all the more unforgettable for being a once-in-a-lifetime experience.” Only once? That remains to be seen... Throughout the week, some of the participants expressed a strong desire to take part in a similar adventure again next year. Duly noted!
The GMT Watch Safari will return at the end of October 2025 with a new program just as original and extraordinary, combining small independent niche brands, giants and a wide variety of talents. Registration and information on www.watch-safari.ch.
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