Time to Watches, an exhibition for independent watch brands that runs simultaneously with Watches and Wonders in Geneva from April 1-6, 2025, has moved to a new venue just one minute’s walk from the Palexpo exhibition centre.
The show takes place in Villa Sarasin, 1 min. walk from Palexpo.
The villa is a historic mansion, built in 1833, that is located in the heart of Geneva’s Sarasin Park.
The exhibition is expecting to grow from the 55 brands that participated last year because of its closer proximity to Watches and Wonders and the more upscale environment afforded by Villa Sarasin.
As momentum builds for the show, WatchPro caught up with its co-creator Christian Wipfli, to find out what exhibitors and visitors should expect.
WATCHPRO: What does Time to Watches stand for? What makes the event special compared to other watchmaking events?
CHRISTIAN WIPFLI: Time to Watches is an international, inclusive and professional event that brings together watch brands united by a common denominator: creativity. This year, during Geneva’s Spring Watch Week, we will enjoy a refined setting at the Villa Sarasin, just a one-minute walk from Palexpo. Thanks to this immediate proximity, we anticipate a large turnout of visitors who will have the opportunity to discover the latest creations from around 60 independent watchmaking brands.
WATCHPRO: Are you targeting collectors, enthusiasts or local public?
CHRISTIAN WIPFLI: We expect media, influencers, retailers, collectors and local public as well. Time to Watches offers a refined yet welcoming atmosphere, and a steady platform to showcase the finest in horology, serving both connoisseurs and the curious. We deliver an immersive and vibrant experience to all watch lovers.
WATCHPRO: While dozens of Watchmaking salons arise (including WhatchPro’s one), how do you foresee the future? While brands’ marketing budgets are lower and lower, how can they still afford to be part of all of them – how can they select the right ones?
CHRISTIAN WIPFLI: You’re right—there have been many watchmaking events this year. At Time to Watches, beyond showcasing brands’ novelties, we prioritize networking, informal interactions, and sharing.
An ultra-accessible venue that ensures foot traffic is key. This is what every watchmaking event should aim for, in the best interest of the participating brands. In addition, our timing is perfect: from April 1st to 6th, right when the watchmaking world comes together in Geneva. The right place at the right moment, here are the two selection criteria.
WATCHPRO: Do you think that watchmaking shows such as Time to Watches could take part in the renewal of the industry? How can a physical show make sense in a 4.0 world?
CHRISTIAN WIPFLI: I think that video conferencing cannot replace human connection. Sharing the passion of mastering time is in our blood. It conveys heritage and emotional commitment which are beyond zoom, AI or social media.
We want to give smaller brands the opportunity to build connections with media, retailers and final clients, thus securing their future, paving the way for a fresh start in the watchmaking industry. Time to Watches is an incubator of today’s finest and tomorrow boldest. Innovation often springs from the daring, not the giants.