Fans, collectors and makers of luxury watches and clocks are gathering in Geneva this week for the industry's annual celebration, Watches and Wonders.
If you're picturing thousands of people studiously inspecting the latest collections and vintage models, you're not entirely wrong.
Some 60,000 people are expected to pour through the doors of the Palexpo with the overwhelming majority industry insiders, journalists, influencers and enthusiasts with members of public allowed in for the final three days over this weekend.
However, the event is more remarkable for high-profile celebrity appearances, clamouring star-struck admirers, incredibly elaborate stands and most of all, beautiful examples of craftsmanship.
Among the stars spotted during the opening days were US musician and actor Usher, Britain's Formula One racing driver George Russell, Chinese American freestyle skier and model Eileen Gu, plus Jamaica's eight-time Olympic gold medalist Usain Bolt and Italy's world's men's number one tennis player Jannik Sinner.
One of the biggest crowds gathered on the opening day to catch a glimpse of US actor and racing driver Patrick Dempsey.
He spoke about how his journey as a Tag Heuer brand ambassador began when he was seeking funds to continue racing and how the partnership has become a perfect match.
"It was the money that allowed me to get to Le Mans, and to be part of the racing heritage in that organic way, in that authentic way, means a great deal to me. And to still be with them after so many years is a tremendous honour.”
Despite the glamour and sparkle of stardust, there's been an undeniable downturn in the industry with inflation biting, higher productions costs sparked by US tariffs and a drop in demand in some key regions.
Watch analyst Ming Liu says global figures are increasingly important to how brands present and sell themselves.
“These are global names. In the past, you might have more regional celebrities, which would appeal to certain markets. But with everything in the media, I think it’s great that you’ve got super big names here. And that always gives the fair a buzz and, of course, helps put a brand on the map. And it’s a great for storytelling always.”
