This story has been updated.
PARIS — It’s going to get even busier in the 810,000 square feet of Watches and Wonders in 2025.
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The annual watch industry fair, which is slated to take place April 1 to 7, announced Tuesday the arrival of Bulgari among its exhibitors.
“This is a significant opportunity for us to firmly state our position in the top tier of the watch industry alongside the most respected brands in the world,” said Bulgari chief executive officer Jean-Christophe Babin.
The Roman jeweler, which used to take part in Baselworld before pulling out in 2018, was previously showing independently during the fair period.
It was also among the founding members of the Geneva Watch Days, an event traditionally taking part in late August and launched in 2020.
“It’s a very nice move in terms of message, of openness for the industry to have the key stakeholders [of watchmaking] be part of the Watches and Wonders Geneva ecosystem,” said Matthieu Humair, CEO of the Watches and Wonders Foundation that organizes the annual event.
Another four independent labels — Christiaan van der Klaauw, Genus, Kross Studio and MeisterSinger — will exhibit for the first time at Watches and Wonders, while Armin Strom and HYT are returning to the lineup.
“Clearly, it shows the importance of being together, talking about watchmaking with one voice,” Humair said. “To see brands returning is a nice and strong commitment for the industry.”
Despite the contingent of confirmed exhibitors standing at 60 for the 2025 edition, the watch industry executive brushed aside questions about the fair growing too large.
“We are growing [steadily] but slowly so it allows us to adapt our operations and take the necessary decisions in terms of hospitality and services,” he said, highlighting efforts to mutualize costs, enhance efficiency through a range of tools as well as ease access and circulation in the venue.
Despite inflation, the organization has worked to keep costs stable since 2022, he added.
“It’s an important cost for all the brands taking part in this event,” he continued. “But the number [of them] shows that the return on investment is good and that it’s important to be present.”
For the upcoming edition, Humair said the focus would be on youth, particularly through the Lab zone dedicated to tomorrow’s watchmakers and innovative projects.