Interviewed the day after the Geneva show wrapped up, about a dozen CEOs and brand figures—from maisons both big and small—shared their thoughts on how the event went overall, and especially how it was organized.
All Pulling in the Same Direction, With a Close Eye on Budgets
The healthy competitive spirit between brands at this year’s edition was on everyone’s lips—starting with Juliette North, Director of Communications and Strategy at Hermès, who said: “First and foremost, a real sense of satisfaction with the warm welcome from the wide variety of audiences—both regarding our products and our scenography. Then, the joy of belonging to an industry that’s increasingly radiant and united in voice. The presence of new brands, a growing openness to the public, and the active involvement of the press, influencers and clients—both retailers and end consumers—are all undoubtedly contributing to this momentum. And of course, the ‘In the City’ initiative makes this a truly Geneva-wide event.”
A similar tone comes from Vacheron Constantin, where Sandrine Donguy, Director of Product Marketing and Design, was delighted with “an outstanding edition, marked by unity, openness, and sharing across the entire watchmaking community, in an incredible atmosphere. It’s also a moment of pride for the Vacheron Constantin teams, who are celebrating the Maison’s 270th anniversary with a range of pieces showcasing its craftsmanship.”
As Zenith celebrates its 160th anniversary, CEO Benoit de Clerck echoed the sentiment: “I felt a remarkable sense of collective energy. The 2025 edition was rich, well-paced, and focused on the essentials: horological excellence, strong product launches, and a spotlight on craftsmanship.”
Still within the LVMH family—but this time on TAG Heuer’s spectacular stand, flanked by Formula 1 visuals and its new slogan ‘Designed to Win’—CEO Antoine Pin described “a truly dynamic moment, far from gloomy, despite some earlier concerns about declining export trends in the watch industry.” He highlighted “an expanded space with excellent organization that enabled us to welcome a growing number of visitors in a smooth and seamless way,” and noted “plenty of new releases, as every year, but perhaps with a broader price range and a particular focus on entry-level offerings.”
The importance of making new pieces accessible was a recurring theme among executives, including those at Baume & Mercier, Eberhard, and Frédérique Constant. Mario Peserico (General Manager of Eberhard) described a generally positive edition despite the political and economic climate, and praised the reception of the new Contodat collection, which he attributed to efforts to offer excellent value for money and a vintage-inspired look—“an essential approach in today’s context.”
New CEO of Baume & Mercier, Michael Guenoun, applauded the resilience and irresistible appeal of Swiss watchmaking, as demonstrated by the strong turnout at the show. He was excited by the industry’s capacity to innovate and attract a younger customer base, which remains passionate about timepieces. He also echoed retailers’ calls for commercially viable products at the right price, with fewer SKUs but more identity, balanced between men’s and women’s watches, and with a touch of retro flair.
A veteran of the industry, long familiar with Baselworld and the Grand Prix d’Horlogerie de Genève scene, Karl-Friedrich Scheufele (co-president of Chopard) summed up the general feeling this way: “2025 was a beautiful edition, benefiting from an overall positive atmosphere despite the world we live in, showcasing high-quality new pieces, growing public interest, and an even better-integrated city center.”
Flawless Organization—But Have We Reached the Limits for Accomodation?
Among the standout smaller maisons, Frédérique Constant’s CEO Niels Eggerding noted major improvements in the show’s organization. He praised the redesigned areas Le Carré des Horlogers and La Place (dedicated to smaller maisons), and how well they coexisted with giants like Rolex, Tudor, and Chanel. He even went so far as to say it was their best edition since joining Watches & Wonders (formerly Baselworld).
Even more enthusiastic, Michael Guenoun (Baume & Mercier) called the organization flawless, expressed great appreciation for the three public days—which brought in clients from around the world, many of whom bought watches on the spot for the first time (“far more than expected”)—and also welcomed the opportunity for suppliers to showcase their skills and help explain the watchmaking ecosystem.
Joining the chorus of praise, Benoit de Clerck (Zenith) praised “an exemplary organization, designed to highlight the maisons’ creativity and smooth out the visitor experience.” His counterpart at TAG Heuer, Antoine Pin, said the organization was “frankly excellent. I didn’t hear a single complaint. The logistics were outstanding, providing a real comfort of work for both maisons and partners—media, retailers alike. That said, are we reaching our limits when it comes to accommodation?” That was also the view of Karl-Friedrich Scheufele (Chopard), especially considering some hotels were under renovation.
For Juliette North (Hermès), “Despite the growing number of maisons and increasing public access, the show remains a high-quality experience for both visitors and exhibitors. We’d like to thank the WWG team for this beautiful edition and for helping make this event both unique and cohesive.” This feeling was echoed by Christian Selmoni (Heritage Director at Vacheron Constantin): “By bringing the entire watchmaking family together for a week in a truly exceptional setting, WWG allowed us to offer the best possible experience to all our audiences—professionals, clients, press, enthusiasts, and collectors—thanks to an organization like no other.”
Time To Watches Steps Out of the Shadows
Unlike previous years, the spotlight also shone on Time To Watches—the parallel show hosting 70 exhibitors, some of them very small, and for the first time located at Villa Sarasin (just a stone’s throw from Palexpo; see our show recap here).
On the ground floor, Lorige’s co-founder and CEO Clément Etienvre summed up the general mood: “A very strong edition of TimeToWatches, well organized, with lots of foot traffic and a great mix of brands. The proximity to Watches & Wonders allowed key retailers to make the trip here and discover smaller independents after going from meeting to meeting with the industry’s big players at Palexpo.”
What could be improved? “Maybe more networking opportunities, to encourage exchanges between the different exhibitors.”
A few remaining maisons still scattered around the city are now asking the question with growing insistence: should they apply to exhibit at WWG—and will their applications be accepted? Answers coming in 2026.
