The House of Bulgari officially joins the prestigious Salon Watches & Wonders Geneva alongside six other independent Houses. The event, which continues to grow and reinvent itself, will welcome 60 exceptional brands to celebrate innovation and craftsmanship, from April 1 to 7, 2025 in Geneva.
On September 17, Bulgari announced that it would be joining Watches & Wonders, the highlight of Geneva Watch Week. Until this announcement, Bulgari had been conspicuous by its absence from the show.
In just three years, Watches and Wonders Geneva has become a key industry event, welcoming over 49,000 visitors in 2024. The 2025 edition, which the Roman House is about to join for the first time, promises to be just as promising, with a record 60 exhibiting brands presenting their creations to industry professionals. All the more reason to consolidate Geneva as the world capital of luxury watchmaking.
Bulgari’s arrival sounds like a small earthquake for the watchmaking sector. It follows the entry of LVMH, Chanel and Hermès on the board of the Watches & Wonders Geneva Foundation (WWGF), organizer of the Show, last July.
A welcome boost for a Swiss watchmaking industry battered by slowing growth in China.
Bulgari leads the way
Bulgari also created a buzz in parallel with the last edition of Watches & Wonders Geneva , in April 2024. Bulgari set a new world record – the 9th in its history – for the world’s thinnest mechanical watch. The 1.7 mm Octo Finissimo Ultra, chronometer-certified by the COSC, repaid the honor of a House scalded by Richard Mille’s unexpected feat at the previous edition. A feat that the Roman House had not seen coming, missing out on the title by just 0.5 mm!
Bulgari, which is owned by LVMH, who ended up with a seat on the Salon’s Foundation Board, was also, despite itself, at the heart of a watchmaking discord this year. Indeed, Swatch had chosen to go its own way, joining the competing Salon, Geneva Watches Days, co-founded by Breitling… and Bulgari.
The arrival of Bulgari at Watches & Wonders is an “important step in the evolution of the Salon”, and shouldease tensions within an industry concerned about the state of its export sales.
The Number One luxury watchmaker and jeweler is not the only newcomer to the show, however: six new independent brands are also joining Watches & Wonders.
Create your free account I create my account Don’t miss out on the latest luxury business news.
To continue reading this article, create a free account or log in.
Read also > China: Rolex takes its first steps into directly-operated distribution
Featured Photo: © Watches & Wonders
