Continuing the evolution and growth of Watches & Wonders Geneva (WWG), the event will see new additions next year, with Bulgari coming on board as a major exhibitor, along with a half dozen independent brands, including Christiaan van der Klaauw, Kross Studio, and HYT.

Bulgari will then become the second major jewellery to show at the event, after Cartier, which historically dominated the Geneva fair when it was still known as Salon International de la Haute Horlogerie (SIHH). WWG was essentially a renamed SIHH after the demise of Baselworld, and Cartier retained its most-favoured status at the event even after the transition to WWG in 2020.

As WWG has evolved, however, the balance of power has shifted, as reflected by the recent additions to the event’s governing board. While Cartier and its parent Richemont once had half the seats on the board, the pair now account for just two seats on the expanded, seven-member board, which now includes LVMH, the French luxury group that owns Bulgari.

The last SIHH ever that took place in 2019

Indies and youth

The addition of six more independent brands to WWG add to its diversity, with a majority of the exhibitors now being small and tiny independent brands. But as was the case with Baselworld before, the independent brands participating are a mixed bad of the good, the bad, and the ugly, which is one reason why some established independent brands are doing their own thing outside the fair – and which ironically was the reason SIHH itself was founded in 1991.

Besides the indies, WWG will also be focusing youth according to its organisers. Brands will be encouraged to bring along their young apprentices and craftspeople and integrate them into the programme for visitors. Some young professionals and watchmakers will also present projects in a downtown venue known as Watchmaking Village set up specifically for the duration of WWG.

This brings the total number of exhibiting brands to 60. WWG 2025 takes place from April 1-7, 2025 at Palexpo in Geneva.