Imagine a gathering where time stands still, and every tick resonates with innovation and tradition, it’s a haven for horology enthusiasts. Welcome to Watches & Wonders Geneva 2025, the industry’s most prestigious event, where craftsmanship meets cutting-edge technology.​
This year’s edition is monumental, with 60 esteemed brands showcasing their latest creations. The event has expanded its horizons, offering increased public access from April 5 to 7, allowing enthusiasts worldwide to experience Geneva’s transformation into the global watchmaking capital.
Major Brand Unveilings and Announcements at Watches & Wonders Geneva 2025
The Watches & Wonders Geneva 2025 event showcased significant innovations from leading watchmakers. Notably, TAG Heuer, Hublot, and Zenith presented timepieces that blend heritage with modern advancements.​
TAG Heuer
Formula 1 Watch Launch
TAG Heuer celebrated its longstanding association with motorsports by revamping its iconic Formula 1 watch. The new Formula 1 Solargraph features a 38mm case, an upgrade from the original 35mm, and incorporates solar-powered technology developed from Citizen’s expertise. This movement offers extended battery life with exposure to light, aligning with TAG Heuer’s commitment to innovation. The design retains elements reminiscent of the 1980s Formula 1 models, including segmented dials with vibrant accents and the “Formula 1” inscription. The collection offers nine variants, including stainless steel and limited-edition colorful designs, aiming to attract a diverse audience, especially Gen-Z consumers.Â
Hublot
“Master of Sapphire” Collection
Hublot commemorated the 20th anniversary of its Big Bang collection by introducing the “Master of Sapphire” series, featuring over 20 new Big Bang models. These timepieces highlight Hublot’s expertise in working with sapphire crystal, offering innovative designs and vibrant colors. The collection includes chronographs, tourbillons, and minute repeaters, each showcasing Hublot’s dedication to material mastery and technical prowess.
Zenith
Re-engineered Calibre 135
Zenith honored its 160th anniversary by re-engineering its historic Calibre 135 movement, introducing the G.F.J. Calibre 135. Originally developed in the mid-20th century for chronometric competitions, the Calibre 135 set benchmarks in mechanical performance. The modern iteration incorporates a 72-hour power reserve, an oversized balance wheel, and a Breguet overcoil, enhancing stability and precision. This reimagined movement merges traditional craftsmanship with contemporary standards, reaffirming Zenith’s legacy in horological excellence. ​
These introductions underscore the brands’ dedication to innovation while honoring their rich histories, offering enthusiasts a blend of nostalgia and modernity.
Industry Trends and Observations
In the world of luxury watchmaking, celebrity endorsements and strategic pre-release teasers have become pivotal in generating buzz and anticipation for upcoming timepieces. Notably, celebrities like Brad Pitt and Ed Sheeran have significantly influenced watch releases through their subtle yet impactful promotional efforts.​
Brad Pitt's Influence on IWC's Ingenieur Collection
Brad Pitt’s affinity for luxury watches has long been public knowledge. His subtle endorsement of the IWC Ingenieur series exemplifies how celebrity influence can shape consumer interest. While on set for the upcoming Formula 1 movie, Pitt was observed wearing a green-dialed Ingenieur. This sighting not only piqued the interest of watch enthusiasts but also hinted at a collaboration between Pitt and IWC, aligning with the film’s racing theme. IWC CEO Christoph Grainger-Herr teased that the green-dialed Ingenieur would be available to the public, building anticipation for its release. ​
Ed Sheeran's Teaser of the New IWC Ingenieur
Ed Sheeran, known for his extensive watch collection, further fueled excitement for IWC’s Ingenieur series. On multiple occasions, Sheeran was spotted wearing a previously unreleased ceramic IWC Ingenieur, featuring a matte black dial with a date window at 3 o’clock. His casual display of the watch sparked discussions among fans and collectors, leading to speculations about its official release. This organic teaser strategy effectively heightened interest and engagement within the watch community.Â
Notable Moments and Experiences at Watches & Wonders Geneva 2025
The Watches & Wonders Geneva 2025 event was a spectacle of innovation, luxury, and star power. Two elements that particularly enhanced the experience were the Interactive Booth Displays featuring Formula 1 car exhibits and the presence of High-Profile Celebrities.​
Interactive Booth Displays
Formula 1 Car Exhibits
At Watches & Wonders Geneva 2025, the fusion of motorsports and horology was vividly showcased through the display of Formula 1 cars across various brand booths. This immersive experience not only captivated attendees but also underscored the deep-rooted connection between high-speed racing and precision timekeeping.​
TAG Heuer’s Motorsport Tribute:
TAG Heuer, renowned for its association with motorsports, featured Formula 1 cars prominently in its booth. This display highlighted the brand’s legacy and reinforced its commitment as the official timekeeper for the racing series. ​
IWC Schaffhausen’s Cinematic Collaboration:
IWC Schaffhausen integrated motorsport elements into its presentation by collaborating with the upcoming film “F1,” starring Brad Pitt. The booth featured aspects of the movie, including cars and uniforms, seamlessly blending cinematic artistry with watchmaking excellence.
These interactive displays provided attendees with a tangible connection to the world of motorsports, enhancing the sensory experience and deepening the appreciation for the precision and performance that both Formula 1 and luxury watches embody.​
Celebrity Sightings
High-Profile Attendees
The presence of esteemed celebrities at Watches & Wonders Geneva 2025 added a touch of glamour and excitement to the event, drawing attention from both the media and attendees. Their participation not only elevated the event’s prestige but also highlighted the intersection of luxury, lifestyle, and horology.​
Roger Federer:
The Swiss tennis legend was spotted at several brand booths, engaging with new releases and interacting with fans. His appearance underscored the timeless elegance and precision associated with luxury watches.
Daniel Craig:
Known for his role as James Bond, Daniel Craig’s attendance added a cinematic flair to the event. His interactions with various watch brands highlighted the enduring appeal of timepieces in popular culture.
Austin Butler:
Following his acclaimed performance in “Elvis,” Austin Butler’s presence drew significant attention. His engagement with watchmakers emphasized the brand’s connection to the arts and entertainment industry.
These celebrity sightings not only generated buzz but also reinforced the symbiotic relationship between luxury watches and the entertainment industry, showcasing how timepieces transcend functionality to become symbols of status, artistry, and cultural significance.​
The integration of interactive displays and the allure of celebrity attendees contributed to making Watches & Wonders Geneva 2025 a memorable and multifaceted experience, celebrating the rich tapestry of innovation, culture, and luxury in the world of horology.
