Geneva Watch Week Has Started

Watches and Wonders has been running since yesterday. Through Friday. Alongside it, Masters of Horology, a few streets away. Two events, two worlds. Same city, same week. Lake Geneva is a place I really like, and the city has its own character. And of course there is the anticipation of what is coming. Meeting the wonderful watchmakers, talking with them, the conversations, and of course the watches — from another world. And that is not meant about Watches and Wonders 😉

Rolex and the anniversary

The Oyster turns 100. An anniversary needs a watch, and the watch is here: an Oyster Perpetual with a yellow gold bezel, a yellow gold crown, the known slate dial, green accents on the hour markers, and a small „100 Years” where „Swiss Made” usually sits.
Personally, there is really only one Rolex I love, the Milgauss — because it is a little crazy. The orange lightning bolt, and on the green versions the colour contrast together with that slightly greenish crystal. Avant-garde, for a brand like Rolex.
The new Oyster? The Milgauss look, minus the two things that made the Milgauss a Milgauss. Quoting instead of risking, one could say. An anniversary tends to be celebrated with what has already worked.

Rolex is only one example. The overall tone of the 2026 fair is already hinting at itself: the big houses are playing it safe. Plenty of beautiful watches on the floor, but little that truly surprises. At least that is the early read. But — let’s not jump to conclusions yet.

The other Geneva

A few streets away, the watch world looks different. At Masters of Horology, AHCI members stand inside a former shop space, and the distance between watchmaker and guest? There is none. No booth, no corporate choreography, no PR minders. Just conversations that last longer than two minutes.
Those who know the event know why it matters. Those who don’t will find the write-up from last time here. Not much more needs to be said about it in this article. Masters of Horology works precisely because of its size. A format like this does not tolerate too much attention.

What is happening here this week

Through Friday, a daily round-up from Geneva will appear here. Watch Week has started. Excited, and looking forward to it.