As speculation swirls around possible Rolex launches and bold predictions dominate social media, the watch industry is once again gearing up for Watches & Wonders, horology’s most prestigious event, from April 1 to 7.
Watches & Wonders serves once again as the ultimate platform for unveiling the latest innovations and attracting media representatives, influencers, and dedicated collectors to Geneva’s Palexpo convention center.
Over 60 distinguished brands, including Rolex, Cartier, and Patek Philippe, will take part in the 2025 edition from April 1 to 7, setting the tone for watchmaking in the coming year through exclusive launches, high-profile presentations, and private VIP gatherings.
The conversation inevitably turns to which brand will lead Watches & Wonders 2025, and the consensus remains clear—Rolex is expected to dominate. Renowned for its secrecy, the Swiss powerhouse reveals its novelties only on the first day of the event, a strategy shared by very few brands aside from Patek Philippe. As one expert aptly noted, regardless of the actual releases, Rolex consistently commands attention, serving as the benchmark against which all other presentations are measured.
That said, previous editions of Watches & Wonders have seen other brands making waves. Cartier and IWC have successfully drawn the spotlight in past years with standout models such as the Perpetual Calendar and the Santos Rewind, proving that compelling designs and innovation can momentarily shift focus away from Rolex’s influence.
Discussions surrounding upcoming trends are equally central to the event. The resurgence of stone dials, reminiscent of their peak popularity in the 1970s, suggests they will play a key role in 2025 collections. Additionally, if LVMH Watch Week serves as an early indicator, material experimentation will continue to evolve. Ceramic, in particular, is making a significant return, with brands like Hublot, Rado, and Louis Vuitton introducing striking new hues. These developments hint at further ceramic advancements making their way into Palexpo’s showcases.
Legacy remains a key theme this year, as multiple iconic brands celebrate major anniversaries with commemorative editions. Among the milestone celebrations expected at Watches & Wonders 2025 are:
Beyond the industry’s giants, independent brands and microbrands continue to push creative and technical boundaries. Experts predict that Furlan Marri and Berneron will stand out once again in 2025, following their success in introducing daring designs last year.
As the countdown to Watches & Wonders 2025 continues, anticipation builds. Whether Rolex reaffirms its dominance, Breguet delivers a landmark collection, or an unexpected newcomer disrupts the industry, one certainty remains—the next twelve months in watchmaking will be shaped in Geneva.
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