If you’re interested in watches and follow the horological landscape, you’re no doubt familiar with the Salon International de Haute Horlogerie in Geneva, an industry fair known as SIHH. An invitation-only press convention, SIHH sees gobs of international watch writers descend upon Geneva to ogle the year’s latest “novelties” from Richemont-owned watch brands (Jaeger-LeCoultre, IWC, Audemars Piguet, etc.). It’s all very nice — you put on a suit, you drink lots of free espresso, and you get to try on new watches before the rest of the world.
It’s also very exclusive.
This year, the Fondation de la Haute Horlogerie (FHH), which puts on the SIHH fair, is trying something different. It was previously announced that that Baselworld 2020 would follow directly on the heels of SIHH this year (in many previous years the shows were separated by several months). However, it was announced today that SIHH, after 30 years in existence, is receiving a complete rebranding to “Watches & Wonders Geneva.”
Watches & Wonders is another moniker no doubt familiar to watch enthusiasts, as it’s the name of a watch fair that takes place in Hong Kong and Miami. So why the rebranding of SIHH?
“Because it’s about more than watches, we chose a name that conveys a sense of wonder, excellence, openness and discovery; a different way to experience watchmaking. Watches & Wonders becomes the focal point for the exceptional talent, creativity and infinite innovation of the world’s leading watch and jewellery maisons,” says Fabienne Lupo, Chairwoman and Managing Director of the Fondation de la Haute Horlogerie.”
This is all well and good. But how will it affect the non-professional watch writer? You know — real people? Glad you asked. Watches & Wonders Geneva will include two separate components: Watches & Wonders – The Salon, which will include the traditional SIHH trade show component at the Palexpo Convention Center, and Watches & Wonders – In The City, a brand new component that will take place throughout Geneva.
And, for the first time, consumers will be granted access to Watches & Wonders – The Salon (the traditional SIHH) on any of several set open days for a fee (evidently about $300), much like at Baselworld. The Salon has also increased its auxiliary content, meaning that there will be “CEO presentations, panel discussions, workshops and expanded opportunities for learning and content creation.” The “In The City” component is slated to be entirely free and open to the public, and will include exhibitions, manufacture visits, open houses and conversations with industry personnel throughout Geneva.
