Time to Watches will showcase over 70 independent watch brands at its 2025 event in Geneva, running from April 1-6 alongside the prestigious Watches and Wonders. The event, which takes place at Villa Sarasin—just a minute’s walk from the main Palexpo exhibition center—will feature new participants including Krayon, Beauregard, Breva Genève, Guebly, Laine, Lorige, Ming, and Taos.
Villa Sarasin, a historic mansion built in 1833 and located in the heart of Geneva’s Sarasin Park, will host the independent watchmakers. Although Time to Watches operates independently and has no formal connection to Watches and Wonders, its proximity to the main event is expected to stir some tensions.
Last year, Jean-Frédéric Dufour, CEO of Rolex and head of the Watches and Wonders organizing board, criticized brands that host satellite events around Geneva as “pirates,” referring to those trying to capitalize on the global media coverage generated by the main event. Dufour’s comments about brands holding their own exhibitions and targeting journalists for free coverage sparked backlash but failed to diminish the excitement surrounding these alternative showcases.
Despite the criticism, the allure of independent watch brands remains strong, with enthusiasm growing in hotels like the Beau Rivage, a favorite gathering spot for watch industry insiders and journalists.
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