SIHH Becomes Watches and Wonders Geneva

Marina Milojević | 10.16.19 | 08:56 PM

The most important watch event, Salon International de la Haute Horlogerie, which takes place every January in Geneva, is changing its name to Watches and Wonders Geneva. According to the show organizers, the rebranding of the SIHH corresponds to broader strategy changes. As Fabienne Lupo, the chairwoman and managing director of the Foundation de la Haute Horlogerie said, the ambition of Watches and Wonders is to establish the beginning of an entire ecosystem that celebrates watchmaking excellence everywhere in the world, all year round.

The organizers are also making changes to the calendar aiming to start the year with the Geneva event. The Miami show typically takes place in February, while the Geneva fair changed its traditional January dates to April next year, to be held just before Baselworld. In 2020, the Geneva-based fair will be held from  April 26 to 29, while Baselworld will take place from April 30 to May 5. The goal is to help international visitors attend both events. The dates will be changed to a bit earlier from April 2021.

The new strategy revolves around the idea of making the fair more interesting and more accessible to the broader audience. While the previous name worked well for the B2B model, the new name should attract younger generations of general public, in addition to retailers, media, and collectors. Besides the traditional fair format, Watches and Wonders Geneva will offer the new “In the City” format for the public at large: families, children, people who want to know more about fine watchmaking. Something like a watchmaking fair will be held around the city of Geneva for five days.

Tickets to the show will be 300 CHF, granting the visitors full access to the show and brand booths, as well as food and beverages. Last year’s tickets were 60 CHF, and they included only access into the Palexpo, but not into the boots. The new format will also include brands that have not previously been present at the SIHH> On the other hand, Watches and Wonders In the City will be free and open to the public. Besides happenings in watch boutiques and private spaces throughout the city, Patek Philippe Museum, and several watchmaking manufactures, will be welcoming the public during the Geneva show days.

Building on the past success, the Lab will showcase the latest technological innovations, while the Live will offer world-first access to product launches and exclusive announcements. For more information, please visit