The First Edition
Today, October 10, 2025, something long overdue is happening: the first World Watch Day. A global day dedicated to watchmaking. It was announced in April at Watches & Wonders in Geneva. Now the time has come. 10/10 – the date is no coincidence. It reflects the 10:10 position seen on virtually every watch advertisement photo. This position frames the logo perfectly, keeps complications visible, and looks like a smile. Since the 1950s, it’s been the standard position. Now it becomes a holiday.
Why This Didn’t Exist Before
Watchmaking has been UNESCO Intangible Cultural Heritage since 2020. The Franco-Swiss Jura region preserves centuries-old craft techniques. There’s the GPHG, Watches & Wonders, Baselworld was once big. But a universal day for watchmaking? Didn’t exist. Raymond Loretan, President of the GPHG Foundation, put it aptly: “It’s quite remarkable that until now, there has never been a universal day dedicated to watchmaking.” Now there is.
The Twelfth Art
The official announcement speaks of watchmaking as “the Twelfth Art.” That’s a statement. Architecture, cinema, fashion – established arts. Watchmaking joins the ranks. The blend of technical precision and artistic expression justifies this. Whether you see it that way or not – the recognition is there.
Who’s Behind It
A non-profit organization coordinates World Watch Day. The founding members carry weight: Fondation de la Haute Horlogerie, Foundation of the GPHG, Watch Library Foundation, Horopedia Foundation, Horological Society of New York, Europa Star, Le Figaro, Hantang Culture, Arc Horloger. This isn’t just some initiative. These are the institutions that define and shape watchmaking.
What’s Happening Today
24 hours of online streaming, following the sun from East to West. Media, collector clubs, content creators worldwide are participating. The hashtag #worldwatchday will fill social media. But there are also physical events. The Espace Horloger in Switzerland is hosting events on October 10th and 11th with Audemars Piguet, Blancpain, Breguet, and Jaeger-LeCoultre. Roundtable discussions about the role of manufactures, demonstrations by watchmaking apprentices, encounters with restorers.
From Offenbach to Geneva to New York – celebrations everywhere.
What This Means
A global holiday for watchmaking is more than marketing. It’s recognition. Recognition for craftsmen who dedicate their lives to perfecting mechanics. For collectors who see watches as art. For people who understand that a mechanical watch in a digital world is a statement. Now at 10:10 – no matter which time zone – we can all pause. And remember that behind every ticking second lie centuries of knowledge, passion, and skill.
My Thoughts
Does watchmaking need its own holiday? Maybe not. But does it hurt? Definitely not. In a time when smartwatches dominate and time only exists on displays, it’s important to remember that watchmaking is craft. Is art. Is tradition. World Watch Day won’t change that. But it will make visible what’s often overlooked: The people who keep this tradition alive. Look at your watch. Whether Rolex or Seiko, Patek or Swatch. In this moment, we’re all connected by the fascination for mechanics that measure time.
Happy World Watch Day. #worldwatchday
