We want to show the beauty and the creativity of our industry to a wider audience, and create excitement into the young generation’s eyes
On Tuesday April 9, the curtain lifts on the salon Watches and Wonders Geneva 2024. The largest gathering of the community of watch enthusiasts ever organized in Switzerland, 54 exhibiting Maisons are coming together to unveil their novelties and beautiful creations.
While the first four days are reserved for professionals only, for the first time the Salon will open its doors to the general public. At the same time, in the heart of the City the new Watchmaking Village will offer plenty of cultural and educational activities to all.
About the event that will confirm Geneva as a first class watchmaking destination, Matthieu Humair, CEO Watches & Wonders Geneva Foundation talks to the Yachts Croatia.
WHAT DO YOU CONSIDER AS THE BIGGEST CHALLENGES FOR WWGF AT THE FORTHCOMING WATCHES AND WONDERS SHOW IN GENEVA?
Watches and Wonders Geneva is THE momentum for the industry where all the novelties are launched. A time for the public to discover the latest creations that are unveiled in Geneva during that week. A time for the most important players of the watchmaking industry to speak as one. We have to deal with different realities, needs and expectations. That’s the beauty of the work. It is of course every year a challenge to offer, with Watches and Wonders Geneva, the best watchmaking platform that is suitable for very different kinds of brands, major players but also smaller brands and independent watchmakers. Our goal is foremost to show the beauty and creativity of this industry to a wider audience, and create excitement into the young generation’s eyes.
WHAT WAS LAST YEAR’S HIGHLIGHT FOR YOU?
Watches and Wonders Geneva 2023 was a major edition as we opened the doors of the Salon for the first time to the general public over the weekend. The 12 ‘000 tickets were sold out before the weekend started with an average age of 35 years old. It was also the first edition of the In The City format with Watches and Wonders in the center of Geneva that ended up to be very successful and which will be reconducted this year.
WHAT DO YOU THINK: IF THERE WAS NO GLOBAL COVID – 19 PANDEMIC, WHILE W&W WERE FORCED TO LAUNCH ITS FIRST ONLINE FAIR IN 2020, WOULD THE TRANSFORMATION FROM EXCLUSIVE EVENT FOR INDUSTRY PROFESSIONALS ONLY INTO WATCHMAKING DESTINATION FOR GENERAL PUBLIC TOO – COULD BECOME SO EFFECTIVE?
The COVID-19 has accelerated our entrance into digital. The idea to open up to the general public was already in the air but we couldn’t deploy it at that time for sanitary reasons. After the success of the 2022 edition, we thought it was important to open the doors to a wider audience and allow the public to experience the Salon. Watches and Wonders Geneva is a big watch celebration for everyone, professionals, collectors, watch aficionados but also for anyone that is eager to learn more about watchmaking.
HOW SATISFIED ARE YOU BY EXPANDING THE EVENT THROUGH THE CITY OF GENEVA, AND WHAT COULD BE IMPROVED?
Given the very positive feedback of last year’s first edition we have decided to reinforce the In The City initiative with a newly designed program. The main highlight for 2024 is the new Watchmaking Village at the heart of the City of Geneva which will welcome educational and cultural activities in line with watchmaking. The idea is to reach out to the young generation, create new passion and share with them the beauty of our industry. Thursday night will remain the peak moment with a celebration on the riverside. The heart of Geneva will be ticking loud to the rhythm of watch movement!
WHAT IS THE IMPACT OF OPENING THE SALON TO THE PUBLIC ON THE CITY OF GENEVA ITSELF?
The impact of the event is major. The economic benefits for Geneva – and more broadly for the whole region – are very significant. The event represents a significant source of work and revenue for hoteliers representing more than 35,000 nights (and 70 hotels), some 50 restaurateurs, plus local partners, manufacturers, service providers, suppliers, etc. More globally the estimated reach of such an event is over 700M° people which gives you an idea of the magnitude of the event.
NOW THAT W&W IS THE BIGGEST WATCH SHOW IN THE WORLD, HOW TO KEEP EXCLUSIVITY INSTEAD OF BECOMING A MEGA FAIR?
Managing our growth and remaining faithful to the values that made the success of the Salon, is a major challenge. We have to offer the same level of services and hospitality no matter the size of the Salon nor the number of its exhibitors. Exclusivity is about experiencing something unique. Our visitors are all VIPs to us whether they are professional or non-professionals. They are our best ambassadors. We’ve designed a complete and rich program to dive into the world of watchmaking, to discover novelties, to meet and interact with the people that make this industry so incredible. We put a lot of thought and effort into making the experience of the Salon unforgettable for all our visitors.
HOW CLOSELY DO YOU COLLABORATE WITH THE 54 PARTICIPATING BRANDS, CONFIRMED TO TAKE PART IN 2024?
We have an Exhibiting Committee, made up of representatives from all the participating Maisons which takes responsibility for operational decisions and ensuring that the exhibition runs smoothly and is successful. We also have meetings on a regular basis and work hands in hands with the brands throughout the year to make the event a success. Watches and Wonders Geneva is more than an event, it is a watchmaking summit bringing together 54 different exhibiting Maisons. It is a big teamwork from many different players: brands, partners and the Watches and Wonders Geneva Foundation team.
SOME MAJOR BRANDS SUCH AS AUDEMARS PIGUET, BREITLING, OMEGA, BULGARI AND RICHARD MILLE ARE STILL MISSING: HOW TO ATTRACT THEM TO PARTICIPATE UNDER THE SAME ROOF IN THE FUTURE?
As Watches and Wonders Geneva is really becoming the focal point of fine watchmaking, where the whole community of retailers, journalists and end consumers come together each year, it would make sense for all to be a part of it at some point. They are welcome to join should they express the wish.
AS 25% OF TICKETS AT W&W 2023 WERE PURCHASED BY PEOPLE UNDER 25, HOW DO YOU EXPLAIN THE YOUNG GENERATION’S GROWING INTEREST IN MECHANICAL WATCHMAKING?
We noticed this trend last year and were quite excited to see such an interest from the young generation for mechanical watches. Even though they are digital native they are showing a great interest in watchmaking, the métiers d’art, the complications, etc. In order to reach out to them we put in place lots of activities for them that you can discover at the LAB or in the new Watchmaking Village In The City. Education, engagement and culture are key components of fine watchmaking. The purpose of opening the salon to the public is also to speak to the young generation, to create new vocations and to show them the beauty of our industry. We have regular contacts all year long with universities and business schools in Switzerland. When visiting Watches and Wonders Geneva, you feel part of this community of watch enthusiasts.
WHAT DO YOU LIKE MOST ABOUT THAT MAGIC OF WATCHMAKING GATHERING?
Watches and Wonders is bringing to me all what I may expect from watchmaking. It is the place to be when you love watches. You can discover all these prestigious Maisons next to the independents, exceptional timepieces and collections that brighten my eyes each time I look at these wonders. Watchmaking is about emotions, about passion, and this is what Watches and Wonders Geneva brings to its guests when they enter the Salon.
COULD YOU REMEMBER YOUR VERY FIRST IMPRESSION OF MECHANICAL WATCHES: WHAT ATTRACTED YOU TO THE WORLD OF WATCHMAKING, WHAT WAS YOUR FIRST WATCH AND DO YOU STILL KEEP IT?
I have been a watch aficionado since I was a child. During my time at University, I had the chance to learn more about the different complications. At that same time I received a chronograph from my grandfather, a beautiful timepiece that can be passed down from generation to generation. I still wore it and will keep it for my children.
Text Dubravka Tomeković Aralica
Photos Watches & Wonders
