The latest releases from 50+ brands, including Breitling, Bulgari, MB&F, Oris, and more.

It’s almost September, which means it’s nearly the end of summer vacations, brat summer (just as I was about to learn what it all meant), and the traditional Swiss “watchmaker’s holiday.” For the fifth year, this also means Geneva Watch Days, a now-annual trade show with more than 50 brands showcasing their watches or introducing new ones. For those in Geneva, it’s also a long weekend of panels and parties; for those at home, there are launches to get excited about from Breitling, Bulgari, De Bethune, Girard-Perregaux, H. Moser, and MB&F (the show’s six founding members), as well as dozens of other brands big and small. 

We’ll cover a number of launches and then follow up with live photos and thoughts from the ground, as Mark and I will be in Geneva covering the show. In addition to the founding brands, expect us to cover new releases from Alpina, Daniel Roth, F.P. Journe, and Oris. Mark and I are also excited to visit with a few smaller watchmakers, such as Xhevdet Rexhepi, Greubel Forsey, and Berneron. For up-to-the-minute coverage, also follow along with Hodinkee’s Instagram.

It’s not all new watches at Geneva Watch Days. Auction platform FutureGrail will display the lots from its upcoming Patek Philippe sales during the week, with highlights including all manner of complicated Pateks, Calatravas, and pocket watches. Meanwhile, Phillips will host a charity auction in support of the Pierre Amstutz Fund, which supports apprentices in watchmaking.

Geneva Watch Days isn’t of the same scale as Watches & Wonders (no Rolex, Patek, Cartier, etc.), but it has continued to grow in importance since the pandemic upended the traditional watch trade show schedule. Further, it offers a wider variety of events, panels, and showcases during the weekend. 

Speaking of! If you happen to be in Geneva this week, make sure to check out the show’s official programming. I’ll be on a panel on Saturday afternoon called “Major Evolutions in the Secondary Watch Market,” and Mark will be co-moderating one on Sunday, “Post-Hype Collectability: From Vintage Masterpieces to Modern Grails.” Hope to see some of you there! 

By Anthony Traina

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