More than just a luxury watch exhibition, Watches & Wonders Geneva 2025 transformed into an immersive arena full of surprises. Visitors weren’t only greeted with the latest technical innovations, but also with visual and sensory experiences designed to stir emotions.
This year, the atmosphere at Palexpo felt more alive than ever. This is not only due to a record-breaking 50,000 visitors—up 14% from last year—but also thanks to the boundless creativity expressed by each maison.
One-of-a-Kind Experience at Every Booth
Rolex invited visitors to dive into the deep sea with a massive screen showcasing the Land-Dweller, framed with a captivating honeycomb pattern. Meanwhile, Cartier presented a dramatic, theatrical landscape that reflected the bold spirit of icons like the Santos and Tank. Both maisons played with scale and color to reaffirm their positions as enduring symbols in the world of horology.
Taking a more poetic and artistic route, Piaget and Van Cleef & Arpels crafted a different kind of experience. Piaget offered a warm, elegant atmosphere—merging hues of blue and gold in a space reminiscent of an art gallery. Every detail felt like a visual poem, echoing the brand’s mastery in ultra-thin design. On the other hand, Van Cleef & Arpels built a booth filled with fairy tale-style illustrations and slow-moving automaton installations, bringing classical craftsmanship to life in a truly magical setting.
Some maisons chose to connect with visitors through technology and modernity. TAG Heuer and Hublot, for example, featured industrial and digital-forward booth designs. TAG Heuer highlighted speed through futuristic pit-lane lighting, while Hublot explored bold colors and cutting-edge materials for a more avant-garde appeal.
Others turned to narrative and storytelling to captivate. IWC recreated a full-scale Formula 1 paddock, complete with a race car featured in the upcoming Apple Originals F1 film—blending horology, cinema, and motorsport in one dynamic space. Not to be outdone, Hermès delivered a playful experience through a booth brimming with colorful ornaments and kinetic installations, drawing visitors into a universe that felt quirky yet undeniably sophisticated.
Amid it all, some maisons offered more contemplative atmospheres. Grand Seiko evoked the serenity of a silent winter landscape, capturing the essence of Japanese nature in fine detail. Meanwhile, Vacheron Constantin took a minimalist architectural approach—using warm lighting and clean lines to draw visitors deep into the brand’s storied heritage dating back to 1755.
A Star-Studded Affair
Global celebrities also lent an exclusive allure to this year’s Watches & Wonders. Kylian Mbappé, the iconic striker of the French national team, brought his magnetic charisma to the Hublot booth, where he has long served as brand ambassador. Joining him was sprint legend Usain Bolt, greeting fans with his signature energy.
From Asia, superstar Jay Chou graced the Tudor booth, embodying the synergy between horology and self-expression. South Korean actor Kim Woo Bin appeared calm yet charismatic as he visited the Jaeger-LeCoultre booth, reinforcing the brand’s elegant and contemporary image.
Gianna Jun, known for her role in the hit Korean drama My Love from the Star, looked graceful at the Chanel booth. The South Korean actress has long been a symbol of modern elegance—perfectly matched by the Chanel Première silhouette she wore. And of course, legendary supermodel Gisele Bündchen also stole the spotlight at IWC. With her effortless presence, she embodied the spirit of performance, precision, and natural elegance that defines IWC Schaffhausen.
Watches & Wonders Geneva 2025 proves that the world of horology continues to evolve. With record attendance, spectacular booth designs, and a global celebrity parade, this event is no longer just about showcasing the latest timepieces. It’s a celebration of stories and sensations. Behind every watch lies a universe built to ignite curiosity—and this year, that universe was more captivating than ever.
