In just a few short months, Watches and Wonders will once again be upon us. For many in the horological community, this is arguably the most exciting professional event of the year. It has often been called the “Super Bowl of Watches,” and rightly so, as no other event in the watch-collecting community draws as much interest, intrigue, or excitement.
But why is this event so important? Below, we will explore what, exactly, this event is and why it is so significant to those who make, collect, or write about luxury watches. We will then discuss which brands will be making an appearance at Watches and Wonders 2024, which is slated to take place from April 9th through the 15th in Geneva, Switzerland.
What is Watches and Wonders?
Watches and Wonders 2024 will be the most recent iteration of this long-running trade show, which has been in existence since 1991. It was formerly known as SIHH (Salon International de la Haute Horlogerie) and was intended to be a competitor to Baselworld, whose inaugural event dates back to 1917.
Essentially, Watches and Wonders is a showcase where some of the world’s most prominent watchmakers display new pieces from their upcoming watch lines. In many cases, when the press first learns about the existence of a new watch, it is because it was first showcased at this event.
Sometimes, these announcements will prove to be controversial, with groups fairly divided on whether they like a specific watch or not. A notable instance of this occurred last year when Rolex revealed a Day Date watch with a jigsaw puzzle dial, which some people found highly compelling and others thought was very childish.
A Note About Rolex’s Previous Involvement in Watches and Wonders
For many years, Rolex actively chose not to take part in Watches and Wonders, instead displaying their new product lines at Baselworld each year. However, upon the conclusion of Baselworld in 2019, they have since reversed course and agreed to be part of Watches and Wonders.
This is notable because Rolex was often considered the “face” of that event. Their refusal to be a part of Watches and Wonders was often seen as political, a subtle statement of their superiority over other luxury watch brands. By changing course and now joining other watchmakers at this event, Watches and onders have felt more harmonious over the last several years.
Are There Any Brands Who Do Not Take Part in Watches and Wonders?
Two notable brands still choose not to take part in this event: Audemars Piguet and Richard Mille. Both withdrew from the event after the conclusion of the 2019 show, citing changes in their business models and distribution strategies.
What Brands Will Be Attending Watches and Wonders 2024?
The following brands have been confirmed to be a part of Watches and Wonders 2024 next year:
- A. Lange & Söhne
- Alpina Watches
- Angelus
- Arnold & Son
- Baume & Mercier
- Beauregard
- Bell & Ross
- Bremont
- Cartie
- Chanel
- Charles Zuber
- Charriol
- Chopard
- Chronoswiss
- Cyrus Genève
- Czapek & Cie
- Eberhard & Co.
- Ferdinand Berthoud
- Frederique Constant
- Gerald Charles
- Grand Seiko
- Grönefeld
- H. Moser & Cie.
- Hautlence
- Hermès
- Hublot
- Hysek
- IWC Schaffhausen
- Jaeger-Lecoultre
- Laurent Ferrier
- Louis Moine
- Montblanc
- Nomos Glashütte
- Norqain
- Oris
- Panerai
- Parmigiani Fleurier
- Patek Philippe
- Pequignet
- Piaget
- Raymond Weil
- Rebellion Timepieces
- Ressence
- Roger Dubuis
- Rolex
- Rudis Sylva
- Speake-Marin
- TAG Heuer
- Trilobe
- Tudor
- U-Boat
- Ulysse Nardin
- Vacheron Constantin
- Van Cleef & Arpels
- Zenith
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