It’s the rise of the independents at 2021’s Geneva Watch Days

Informal events like Geneva Watch Days and instant feedback on social media platforms are helping independent watch brands adapt and grow during the pandemic

As the luxury industry tackled a tumultuous year, it appears the watch market continues to show remarkable resilience. There is a boom in demand, led by younger generations, and especially at auctions. Sotheby’s and Phillips are some auction houses that have had cross-category sales, with watches presented alongside jewellery and contemporary art. Or paired with sneakers.

And then there is the traction around digital and phygital versions of watch events like Watches & Wonders in April and the more recent Geneva Watch Days.

The latter, a format not controlled by a consortium and not your typical watch fair. Set up at hotels and boutiques across the city, it ran from August 30 to September 3 and saw many independent watchmakers participating, together with a few names like Bulgari; after all, Bulgari CEO, Jean-Christophe Babin, was responsible for conceptualising the event and has announced its return next year.