Last week was marked with the cancellation of Watches & Wonders Geneva and the postponement of Baselworld until January 2021 due to the recent, unfortunate Coronavirus outbreak. Although those will definitely be missed for the time being, it was a safe move looking out for the welfare of the thousands of yearly visitors.

Today, a ray of light shines through the watch industry as several Swiss brands have decided to come together and overcome the current challenges by showing their novelties in Geneva from April 26 to 29. This initiative, led by Bvlgari which had formally withdrawn from Baselworld on February 11, has gained momentum after Breitling, Gérald Genta, Ulysse Nardin, De Bethune, MB&F, Girard-Perregaux and Urwerk decided to join.

Chronograph Watch Prize: Bvlgari, Octo Finissimo Chronograph GMT Automatic

“Despite the cancellation of the two major watch fairs, it will allow retailers and media, primarily from Europe but not only, to discover, comment and order the novelties of the brands,” said Bvlgari CEO Jean-Christophe Babin. “Besides these brands, we are currently in advanced discussions with several other important names, including Chopard and H. Moser & Cie., which we hope will be confirmed very soon,” he added.

de bethune x urwerk
De Bethune x Urwerk for Only Watch

The Geneva Watch Days will be a series of decentralized, self-managed events -not assembling large crowds at the same time, but rather smaller groups, in strict compliance with the Swiss Federal Council’s February 28 decision regarding public gatherings, as emphasized by Bvlgari. Brands like Ulysse Nardin, for example, plans to host their event in their Geneva boutique.

Let’s see if other brands will adopt the alternative to showcase their novelties. After all, we can’t be kept waiting too long to discover new timepieces, our horology-loving hearts won’t bear it!