It has passed somewhat under the radar, given the momentous launches of the past week, from Rolex's Deepsea Challenge to Omega's Speedmaster Chrono Chime. But it is no small news that the Watches and Wonders in Geneva will also open its doors to the general public on the last two days of the event, coinciding with the first weekend in April (Saturday 1st and Sunday 2nd).
Already in the pre-Covid era, the event had started the experiment of opening up to a closed number of non-exhibitors, without an invitation from the brands, but upon online purchase of an entrance ticket. Now, the days have doubled and there is no hint of a possible closed number.
This novelty, desired by enthusiasts, suggests a change of course for future editions. Because that of public entry was an element of discussion between the historic exhibiting brands in Geneva and the new brands that have joined the Watches and Wonders, from Patek Philippe to Rolex, from Grand Seiko to Hublot, bringing the total number of exhibitors to almost 50 in 2023.
Another indication that the management of Watches and Wonders might be taking other directions comes from the creation of a new foundation, the Watches and Wonders Geneva Foundation, headed by Rolex CEO Jean-Frederic Dufour and with Emmanuel Perrin, head of Richemont's watch division, as vice-president. The WWGF replaces the Fondation de la Haute Horlogerie, which is very close to the Richemont Group (all of the group's brands support the foundation along with a few other independent names) in the role of organiser of the Geneva show.
I would interpret the new course as a sign of modernity and an approximation to what is happening throughout Geneva during Watches and Wonders, with the many places and moments of encounter between watchmaking and the public, organised by brands outside the show.
