There used to be 2 main professional watch fairs in Switzerland: Baselworld, where Rolex, the Swatch Group, LVMH brands and Patek Philippe, among others, would showcase their novelties. And SIHH, in Geneva, for the Richemont group "and friends", including Cartier, Audemars Piguet and IWC. 

Since 2020, it all takes place in Geneva, at Watches & Wonders, effectively an extension of SIHH now including all the former Baselworld heavyweights, with the exception of Swatch Group (ie Omega, Longines, Breguet, etc.), who no longer take part in any such event.

Over the years, the event has been evolving from a professional-only event, where retailers from around the world come in to place their annual orders, to very much of a public event. SIHH used to have 1 day open to the public, Watches & Wonders had 2 in 2023 and will have 3 in 2024.

Where

Geneva Palexpo (Google Maps)

When

From Tuesday April to 9 to Monday April 15, 2004. The last 3 days are open to the public. 

Website: watchesandwonders.com

How much? In 2023, entry cost 70 CHF

How to register: Not yet announced

SWE Rating: Excellent

SWE tips:

• The weekend will be crowded. If you can make it on the last day, Monday, it will probably be a lot easier to navigaute. Most professional attendees will be gone by there too.

• Palexpo is right next to Geneva airport, and a less than 10 minute train ride from main station. It's the easiest way to get to the event.

• Beyond the main venue, various pop up displays and activities will take place throughout the town, especially at the flagship boutiques of the watch brands. Also, while no watches can be purchased at the event, brands do try and make sure to have good inventory in their Geneva boutiques during the period. That said, don't get your hopes too high, watches with long waitlist won't suddenly be available!