In Switzerland, the largest watch fair is about to open

It is curious to note that Switzerland, a country of neutrality, consistency and discretion if not of secrecy, proves to be the undisputed cradle of an industry that is innovative, creative and unleashing passions, to the point of being in exponential growth - even though its protagonists have only a few centimeters (three or four at most) to stand out

In Switzerland, the largest watch fair is about to open

It is curious to note that Switzerland, a country of neutrality, consistency and discretion if not of secrecy, proves to be the undisputed cradle of an industry that is innovative, creative and unleashing passions, to the point of being in exponential growth - even though its protagonists have only a few centimeters (three or four at most) to stand out. This phenomenon is all the more surprising given that 2022 was not the most stable and prosperous year in modern day history. Exports of Swiss watches nevertheless reached a record level with 23.7 billion Swiss francs, an increase of 11.6% compared to 2021. The watch industry thus seems to flourish in a parallel universe, impervious to geopolitics and economic conditions. On the strength of this year of historic development, the most influential manufactures are preparing to meet for the traditional annual fair, now called Watches

Thus, from March 27 to April 2, during the second physical edition of the show in this format, nearly 50 Maisons will present their new models in Geneva. Traditionally reserved for the press and retailers, it will for the first time be accessible to the general public. It will open its doors on April 1 and 2 to anyone willing to pay 70 Swiss francs to attend the creations of the workshops (and marketing departments) of the largest manufacturers. The participating brands (including Cartier, Rolex, Patek Philippe, IWC, A. Lange