Watches and Wonders 2025: A conversation with CEO Matthieu Humair

As the luxury watch industry gears up for Watches and Wonders 2025, Tatler sat down with the CEO to discuss the fair’s evolution, new initiatives and what attendees can expect from this year’s edition. From the expansion to 60 participating brands to the innovative “In the City” programme, here’s an insider’s look at the upcoming horological extravaganza.

Set to take place in Geneva, this year’s event promises to be the largest and most comprehensive yet. With a record number of brands participating, a renewed focus on community engagement, and cutting-edge innovations on display, Watches and Wonders 2025 is poised to put on a show for both industry professionals and watch enthusiasts alike.

The fair’s growth reflects the resilience and creativity of the watchmaking industry, even in the face of global challenges. As we explore the CEO’s insights, Tatler uncovers how Watches and Wonders has become not just a trade show, but a celebration of horological craftsmanship and a platform for inspiring the next generation of watchmakers.

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An exhibition at Watches and Wonders 2024 (Photo: courtesy of Watches and Wonders)

This year, Watches and Wonders has grown to 60 brands. How has the journey been from rebranding to this scale-up?It’s been quite a journey. We’ve had several important milestones, with 2021 being particularly significant as we welcomed five major players like Rolex, Patek Philippe, Chanel, Chopard and Tudor. Since 2019, we’ve doubled our participating brands from 35 to 60. The creation of the Watches and Wonders Geneva Foundation was another crucial step, with founding members Richemont, Rolex and Patek Philippe joined by LVMH, Chanel and Hermès. This foundation ensures continuity and commitment to the fair’s future.

The event has a strong presence in Geneva beyond the fair itself. What inspired these community-focused initiatives?Our mission is to promote watchmaking worldwide through various activations. Geneva, with its rich watchmaking history, provides the perfect backdrop. We organise free activities in the city, including guided tours and workshops, to engage with the younger generation and inspire new passions in watchmaking. This year, we’re expanding with a watchmaking village on the Pont de la Machine, featuring initiatives like training courses and the Swiss Skills 2025 qualification for micro-technology professions.

Tell us about the Innovation Lab at Watches and Wonders.The Lab is a central space dedicated to innovation and new technologies in watchmaking. This year, we’re showcasing 13 projects—11 from startups and two from established brands. We’ll have young ambassadors presenting these initiatives, and the world-famous Lausanne-based design school ECAL [École cantonale d’art de Lausanne] will present a watchmaking design project. We’re even incorporating culinary experiences with chef Danny Khezzar. The Lab really highlights the industry’s creativity and dynamism.

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The Chopard booth at Watches and Wonders 2024 (Photo: courtesy of Watches and Wonders)

What’s the biggest challenge in organising an event of this scale?It's a significant team effort to put together the largest watchmaking event in Geneva. We work year-round with a diverse range of brands, from large institutions to smaller, independent makers. Balancing their different needs and expectations can be challenging, but it contributes to the fair’s diversity and richness. We need to remain flexible and anticipate changes, which is why we’re constantly planning and coordinating with brands.

What are you most excited about for this year’s edition?What excites me most is seeing the watchmaking industry reunited. It creates a strong momentum by offering an extensive, personalised program for both industry professionals and the public. The energy and connections made during the event are truly special. We’re working hard to maintain and enhance this industry momentum for the future.

Any final thoughts for attendees?We’re looking forward to welcoming everyone to Geneva on April 1. For those attending, I highly recommend not missing the evening session in the city on April 3rd, visiting the Innovation Lab, and of course, experiencing the diverse brand presentations. It’s going to be an exciting week showcasing the creativity and innovation of the watchmaking world.

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