For its 30th edition in April 2020 in Geneva, the Salon International de la Haute Horlogerie (SIHH) brings about the biggest change in its history. With a new format, a new name, new dates and a new audience, SIHH becomes Watches & Wonders Geneva: an unprecedented concept, now in association with the City and the Canton of Geneva.

Watches and wonders: a name, a brand, a global concept "Since it is more than watches, we have chosen a name that conveys a sense of wonder, excellence, openness and discovery; a different way of experiencing watchmaking. Watches & Wonders becomes the focal point for the house's exceptional talent, creativity and infinite innovation in the world of watchmaking and jewellery," announced Fabienne Lupo, president and managing director of Foundation of Haute Horlogerie.

Watches & Wonders is a global concept that celebrates quality watchmaking around the world, with Geneva as the first destination. From 25 to 29 April 2020, Watches & Wonders Geneva will bring together the entire international watchmaking community. This will also be the first time that the event will open its doors"In the City", inviting a wider audience to the places of Geneva. "With its new name and format, Watches & Wonders Geneva reinforces its international and interprofessional vocation. This is essential for Cartier watchmaking compared to its partners and end customers", he remarked Cyrille Vigneron, CEO of Cartier International SA.

From 1991, the Salon International de la Haute Horlogerie (SIHH) set the standard for watch fairs, offering retailers, journalists and VIP guests unparalleled service. Recent editions have already opened up to a new audience and created an authentic community of watch collectors and enthusiasts.

Watches & Wonders Geneva continues this transformation with its arrival in central Geneva, where "In the City" will involve all types of visitors, not just professionals. For the public and young people in particular, this will be the first ever opportunity to discover and experience watchmaking in a different way. "SIHH's transformation into Watches & Wonders consolidates a crucial rapprochement with end customers and watch connoisseurs. For an artisanal brand like MB&F, this broader concept gives us a platform to reach a new audience. We are very proud to be part of thisproject that starts in Geneva and extends all over the world", commented Maximilian Büsser, CEO of MB&F.

The lounge area, which houses about thirty of the most prestigious watch and jewelry houses, will take place in Palexpo. More external, more experiential, more interactive and more connected, it will provide a wealth of original content and experiences. This is also the place where exhibitors will exclusively preview their new collections to professionals, journalists, VIP guests and other enthusiasts. Building on the success of the previous year, the Lab it will present even more the latest technological innovations of the exhibiting houses, as well as start-ups of interest to the industry. Live will offer worldwide access to international product launches and exclusive ads. Keynotes from influential speakers will complement the program.

For the first time, Geneva itself will be part of the experience. "In the City" is behind the scenes and showcases the fabulous expertise of the most prestigious names in watchmaking. Exhibitions, walking tours, watchmaking initiations and visits to producers, along with boutique presentations, museum open houses, conferences, conversations with industry players and more will constitute a rich and varied program, open to all: a truly inclusive and engaging event that enjoys the support of the city and the canton of Geneva. "Hermès welcomes the ambition to open the Salon. It offers a wider audience the opportunity to discover our exceptional watchmaking savoir-faire both in Geneva and internationally", he has declared Laurent Dordet, CEO of Hermès Watches.

For Patrick Pruniaux, CEO of Girard-Perregaux and Ulysse Nardin, In the City is "a fabulous opportunity to connect the magic and excitement of the event with the powerful and permanent presence of the brands present in the watchmaking capital of the world. Such as the presence in Geneva of Ulysse Nardin and her new boutique on the lake. The prestige of the city is further strengthened by the constant innovation, in design and technique, of a sector whose products remain infinitely fascinating and highly desirable. "

Watches & Wonders will become the hallmark of excellence, a place where professionals will have the opportunity to meet and confront each other, a place where the public can get to know and marvel at watchmaking and its countless wonders.