This comes after reports of Switzerland slowly easing itself back into normalcy with the Geneva Watch Days slated to happen from 26th to 29th August 2020.

COVID-19 has done a real number on just about every industry possible. The luxury watch industry took a huge hit with this year’s cancellations of its two biggest platforms, Watches & Wonders (formerly known as SIHH) as well as Baselworld. But as Switzerland’s numbers begin to look better, its first real shot at a new normal comes via the small-batch Geneva Watch Days trade show.

geneva watch days
Bulgari will be making an appearance with its CEO, Jean-Christophe Babin is expected to be the formal announcer of the new Gerald Genta project.

This saw nine luxury watch brands band together to form this mini trade show. The likes of Breitling, Ulysse Nardin, Bulgari, MB&F, H. Moser & Cie, De Bethune, Urwerk, Girard-Perregaux, and Gerald Genta coming together was the result of Baselworld being cancelled for 2021 as well. With Rolex and Patek Philippe leaving, this left many other companies out in the cold.

Geneva Watch Days will also be looking to set itself apart from other trade shows. For one, it will not be held under one roof. Instead, brands will be scattered across the downtown area of Geneva. By making it decentralised and self-managing, it allows every brands’ VIP clients to have an up-close-and-personal look at the individual showrooms. There is also a centralised location for any and all information at the lobby of the Four Seasons Hotel des Bergues Geneva.

It is also worth noting that Geneva Watch Days will be the only watch industry trade event in Switzerland during all of 2020. This is because most watch industry trade shows don’t have any scheduled events happening during the last quarter of the year. Because of this breakthrough, Geneva Watch Days could very well be the trade show that propels others to step forward and try to bring some things back to normal.

(Feature image: Breitling; Hero image: Geneva Watch Days)

Wi-Liam Teh
Senior Writer
Wi-Liam is a geek at heart with a penchant for tattoos. Never without a drink in hand (preferably whisky, gin, or Guinness), he is also a writer by day and a keyboard warrior by night. On his day off, he masquerades as a streetwear and sneakerhead enthusiast while his bank account says otherwise.