We were delighted to take 25 members of the Watch Collectors Club to Geneva last week for the watch shows. Over four days, our group of collectors from all over the world—the US, across England, Switzerland, and India—immersed themselves in everything from High Horology to accessible luxury.

In this blog post, I'm going to talk about my reflections on the trip, our group, and what made it so enjoyable. I'll also share a few thoughts on the shows and the experience of visiting Geneva during this special week.

The Shows

We split our time between the Time to Watches show and the main Watches and Wonders event.

The Time to Watches show, adjacent to the main Watches and Wonders show at the Conference Centre in Geneva, featured 77 different brands. They really do have everything there, from affordable quartz watches up to the most incredible unique piece High Horology—and we got to see it all.

We arranged meetings with several brands so that our Club Members could spend quality time hearing the stories directly from founders. These ranged from the dive and tool watches of Formex to the high horology of TAOS, providing a fascinating contrast in motivations, craft, complications, and design philosophy.

The main advantage of attending a watch show is getting up close with the timepieces and talking to the people who create them. Often, it was the founders themselves presenting the watches, allowing us to try everything on, ask questions, and hear from the most passionate possible people about what their brand was trying to achieve.

Memorable Moments

At Watchmakers United, an independent watchmaker boutique in Geneva, one of our group members was lucky enough to collect a watch he'd ordered before arriving—a beautiful piece from Sartory Billard. It was genuinely enjoyable to see his excitement as he took delivery of his new timepiece.

We visited the AHCI Masters of Horology show, where watchmakers who produce only a handful of pieces per year were displaying their work. These individuals are regarded as the very top watchmakers in the world, and one watchmaker in our group was quite starstruck during our time there. The watches at this venue were truly exceptional, with incredible finishing and fascinating movements and complications.

We arranged an exclusive private tour of M.A.D House, the Manufacture of MB&F's incredible horological machines. It was great to see the culture of this crazy firm and our tour guide was cracking jokes the whole way through - not your usual Swiss luxury experience!

The Patek Philippe Museum, another must-see in Geneva, houses 1,400 watches that tell the entire history of timekeeping, along with a fantastic array of Patek timepieces from virtually every year of their existence.

Special Access

At Watches and Wonders, our pre-arranged appointments provided valuable experiences and helped us avoid the crowds:

We began with a Grand Seiko booth tour that showcased watches representing their entire brand history.

We discovered Chronoswiss, a 40-year-old brand creating unusual High Horology pieces with vibrant colours and proprietary movements. It was particularly interesting to learn about a brand that none of us were familiar with and to understand their approach to design, movements, and pricing.

At Jaeger-LeCoultre, one of the group's favourite brands, we had access to their new Reverso models despite the busy stand.

Our private media room session with Ferdinand Berthoud, Angelus, and Arnold & Son allowed our members uninterrupted time with exceptional timepieces, including a fascinating new tourbillon inspired by 18th-century designs.

Hermès provided a full brand presentation in their special media room, giving us insight into how the industry works and allowing us to try their impressive novelties, including the new "Le Temps Suspendu" movement.

British Watchmaking

We're fortunate to have strong relationships with British watchmakers:

We had a lot of fun at the Fears party, which became a gathering point for many small independent brands from the Time to Watches show, creating an excellent opportunity for casual conversations about horology.

At Bremont, CEO Davide Cerrato joined our presentation, previewing upcoming releases and discussing design decisions. One of the great advantages of building relationships with these brands is the opportunity to arrange meetings with executives who can help our members better understand and appreciate the stories behind the watches.

The Social Experience

Some of the most enjoyable moments came outside the formal show visits:

After visiting Watchmakers United on a gloriously sunny afternoon, we relaxed with drinks by the lake. This was a perfect opportunity to get to know other people in the group and learn about their collections and interests.

Geneva hosted a city-wide party on Thursday evening with live music and street food, creating a vibrant atmosphere throughout the city.

Our two Collectors' dinners brought 19 of us together at one large table, providing another chance to deepen connections with fellow enthusiasts and learn more about their collecting .

Why These Trips Work

Watch shows can be overwhelming—they're large, complex, and can be quite daunting for first-time visitors. Our trips are designed to help people enjoy themselves and navigate these events with ease. We organize one-on-one sessions, behind-the-scenes tours, meetings with executives, and introductions to founders. This approach makes everything more accessible and enriches the experience considerably. Watch collecting and appreciation are best enjoyed as shared activities where you can discuss what you like and discover what interests others, all of which enhances the collecting experience.

Future Trips with The Watch Collectors' Club

We've already scheduled our visit to Dubai Watch Week at the end of this year and are considering Geneva Watch Week in September. Our trip to Watches and Wonders 2026 will launch this autumn, and you can register your interest here.

The Watch Collectors Club doesn't buy or sell watches—our mission is simply to help people explore the horological world and connect them with timepieces they'll appreciate. This trip was another excellent example of us succeeding in that mission. If you're interested in joining us for a future show or have questions about , please don't hesitate to get in touch.