Geneva Watch Days has been postponed until the end of August, a time when the industry anticipates the current Coronavirus pandemic will be sufficiently under control to allow travel and commerce to resume.
The event, first planned to take place at the end of April after Baselworld and Geneva Watches & Wonders were postponed, has been moved to August 26 to 29.
Bvlgari, Breitling, Ulysse Nardin, Girard-Perregaux, Gerald Genta, Urwerk, H. Moser & Cie, De Bethune and MB&F have said they will participate.
An additional 15 to 20 brands are expected to join, according to the organizing committee.
Presentations of new watches will take place in Geneva hotels and boutiques.
The August timing could change the essence of the event from something mainly focused on presenting new watches to media and retail partners to more of a consumer-focused event where brand new 2020 watches can be bought.
“The objective is to introduce to retailers and media on a “see now, buy now, resell now” basis,” a statement describes.
“This will allow retailers to regain momentum during the last months of the year usually corresponding to a strong consumer demand peak,” the statement continues.
“The postponement will allow not only to be safer, but eventually to have a bigger and more international event as with Covid now receding in countries such as China or Korea, we might eventually attract besides the European major players, also an important Asian clientele,” concluded Jean-Christophe Babin, CEO of Bulgari and the driving force behind Geneva Watch Days.