Switzerland’s watch fair rivalries are set to continue as two of Geneva Watch Days’ founding members — Bulgari and BREITLING — voiced their commitment to continuing the late-summer event, shutting down rumours that they would defect to the larger Watches and Wonders fair next year.
The Swiss watch fair landscape has been redrawn in recent years: Following the collapse of Baselworld during the pandemic, Watches and Wonders (Switzerland’s biggest fair, formerly known as SIHH) has sought to consolidate its position as the main gathering for brands, dealers, and collectors. But in addition to some major brands continuing to back Geneva Watch Days, alternative watch gatherings both in Switzerland and abroad have proliferated, suggesting that the industry’s calendar is being durably transformed.
The watch fair rivalry, as well as the growing number of smaller fairs and events outside Switzerland, show how the Swiss industry — which for decades moved more-or-less in lockstep to help hard luxury conquer new markets around the globe — is becoming more fiercely competitive as brands fight for market share. Last week, Rolex acquired a major Swiss-based multi-brand dealer, Bucherer, as the turf war for retail locations and the marketing spotlight continue to heat up.
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