Breaking News SIHH Rebrands As Watches & Wonders Geneva, Will Hold Public Events In City Center

"Exhibitions, walking tours, initiations to watchmaking, and visits to manufactures, along with boutique presentations, museum open houses, conferences, conversations with industry players, and more will make up a rich and varied program that is open to everyone," the FHH says. While we don't yet have specifics about which brands and museums will be participating, we do know that this programming will complement the Salon (trade show) side of Watches & Wonders, which will remain at the Geneva Palexpo.

Returning from last year is "The Lab," which will showcase the latest technology and watchmaking innovations from the participating brands, and, according to the press release, also those from start-ups of interest to the watch industry. Another platform, called "Live," will offer world-first access to international product launches and exclusive announcements, along with keynotes from influential speakers.

In late 2019, we reported that Baselworld and SIHH would sync their schedules in 2020 in a bid to make participation in both shows more convenient for the many brand representatives, retailers, and journalists who flock to Switzerland each year to sell, buy, and cover each new season of watches. That certainly hasn't changed, though the new Watches & Wonders Geneva show will commence a day earlier than the previously publicized SIHH date of April 26. It seems that with the expanded scope and programming, four days simply weren't enough.

To me, this is a no-brainer. An industry event held annually in the world capital of watchmaking may as well take advantage of the fact that it's there, right? A transition from the purely industry-focused SIHH to the consumer-friendly Watches & Wonders Geneva looks like it will do just that, giving plenty of enthusiasts a good reason to head to Geneva this spring.

We'll continue to keep you updated as more details become available.