While many may agree that the pandemic that gripped the world back in 2020 is far from over, the return of the 'phygital' Geneva Watch Days from August 30th to September 3rd 2021 is no doubt a pleasant piece of information. Encouraged by the success of the earlier fair, the founding and associated brands announced the return of the event that will bring together a group of 20 brands at the watchmaking capital.

Following the same format as before -phygital, global, decentralised, self-managed and open to public -the event will witness brands presenting its new products to the press and customers. Each Maison will be hosting their guests in its own space of choosing -hotel, boutique or manufacture, hereby ensuring all proper public health protocols are maintained. The fair will also be set up with a common area at the Rotonde du Mont-Blanc. The four day event will be sprinkled with festive evening organised exclusively for the media and the associated brand's customers with prevailing public health measures in place.

While many of media and customers will not be able to visit the fair due to existing travel restrictions in certain countries, its availability online will ensure that no one will miss out on the new releases.

The 2021 Geneva Watch Days will include the earlier Founding Benefactor Brands like Bvlgari, Breitling, De Bethune, Gerald Genta, Girard-Perregaux, H. Moser & Cie., MB&F, Ulysse Nardin and Urwerk. The Associated Brands include Arnold & Son, Czapek, Doxa, Ferdinand Berthoud, Frederique Constant Group, Maurice Lacroix, Oris and Reuge.

We are looking forward to Geneva Watch Days scheduled from 30th August to 3rd September 2021 with the official support of the State and the City of Geneva. Stay tuned!