The Salon International de la Haute Horlogerie (SIHH) will rebrand itself as Watches & Wonders Geneva when it kicks off in April 2020 in Geneva. The luxury watch fair, which has run since 1991, has a host of new immersive experiences for visitors to Geneva, according to the organizers. The rebranded salon is set to be a global concept that celebrates fine watchmaking worldwide, with Geneva as its first destination.

"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," said Fabienne Lupo, Chairwoman and Managing Director of the Fondation de la Haute Horlogerie. The event will be held at the Palexpo, Geneva, from April 25 to 29, 2020.

SIHH has been running since 1991 in Geneva

Since 1991, SIHH has brought together the world’s leading retailers, journalists and VIP guests from around the world. In recent years, the event was also opened up to watch collectors and enthusiasts. Building on the previous year's success, the Lab will showcase even more of the latest technological innovations from the exhibiting maisons, as well as from start-ups of interest to the industry. The Live will offer world-first access to international product launches and exclusive announcements.

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Keynotes by influential speakers will complete the programme. For the first time, Geneva itself will be part of the experience. “In the City” goes behind the scenes and showcases the fabulous expertise of the most prestigious names in watchmaking. Exhibitions, walking tours, initiations to watchmaking and visits to manufactures, along with boutique presentations, museum open houses, conferences, conversations with industry players and more will make up a rich and varied programme that is open to everyone.

"SIHH's transformation into Watches & Wonders cements a crucial rapprochement with end customers and watch connoisseurs. For an artisan brand such as MB&F, this broader concept gives us a platform for reaching new audiences. We are very proud to be part of this project which begins in Geneva and extends around the world," said Maximilian Büsser, CEO of MB&F.

"With its new name and format, Watches & Wonders Geneva strengthens its international and inter-professional vocation. This is essential for Cartier watchmaking with respect to its partners and its end customers," noted Cyrille Vigneron, CEO of Cartier International SA.