To keep the Geneva Luxury Watch Fair on schedule after it was canceled last year due to the pandemic, the organizers of this year’s landmark annual event for industry professionals chose a radical solution: to hold the exhibition in a fully virtualized version, at a time when the luxury Swiss watch sector is facing the increasing popularity of smartwatches.
Fans of fine watches can watch their screens to watch the “Watches & Wonders” platform, in order to discover the latest innovations from the 38 international brands participating in the event, which will continue until April 13th.
The event this year is full of remarkable products, including “Chanel” watches in bright colors inspired by the world of electronic music in the 1990s, a “Rolex” watch with a disc made of meteorite debris, and a bracelet made of a new material composed of 40% of plant materials from the remains of used apples In the food industry in one of the classic “Cartier” models, which is in the process of the recycling economy.
Edouard Milan, president of Swiss watch manufacturer H. Moser, said that this virtual version of the exhibition was “a good opportunity for learning”.
Milan expects that virtual events will be organized on a large scale in the future, even after the pandemic is closed. “This will never replace exhibitions and contracts signed personally. But it is in line with the requirements of the times,” he says.