Watches and Wonders 2024: Finest moments and cubicles value visiting

Watches and Wonders 2024 is currently in full swing in Geneva. Held at the Palexpo from April 9 to 15, this year’s edition showcases a staggering 54 brands, all armed with the most exciting timepiece releases of the year. Read on to discover some of the best moments and outstanding booths from Watches & Wonders 2024.

Similar to the 2023 fair, this year’s event was only accessible for the first few days to the media, watchmakers and invited guests, before opening its doors to the public from April 13 to 15. Tickets for the last day are still available, if you’re keen. There are plenty of fringe activities to look forward to as well, with workshops, conferences and street performances taking place around the city, ensuring that horology enthusiasts are spoilt for choice.

While the watches are undoubtedly the main draw of the annual fair, recent years have also seen a growing number of watchmakers truly pulling out all the stops in creating immersive, fascinating and sometimes even Instagram-worthy booths to form a captivating backdrop for their presentations. Last year’s event, for example, featured everything from swivelling sculptures to an indoor waterfall and robot bartenders and dogs. There was also a dash of Hollywood glamour, thanks to actress Julia Roberts‘ appearance at the Chopard booth.

Based on what we’ve seen so far, Watches & Wonders 2024 looks set to top last year’s showcase. So far, at least six celebrities — supermodel Gisele Bündchen, K-pop star and actor Lee Jun-Ho, Chinese actor Jing Boran, Thai actor and model Apo Nattawin Wattanagitiphat, French footballer Kylian Mbappé, and Singaporean actor Desmond Tan — have been spotted in attendance.

Scroll down to see some of the standout booths from the timepiece brands, and the best moments that are already generating buzz. Also, in case you missed it, check out our roundup of all of the most fabulous watch highlights and launches of Watches and Wonders 2024 here.

Best moments, celebrity sightings, and most memorable booths at Watches & Wonders

Rolex gets fancy with a bezel-like feature encircling its space

An expansive space clad in green, blue and gold awaits at Rolex. Strands of square, circle and triangle shapes dangle from the ceiling, while a blue and red numbered strip resembling a bezel loops around the booth. Rolex’s new timepieces take pride of place within green display cases decorated with flora and fauna motifs, making for an eye-catching sight. Bathed in a warm glow, the booth is particularly inviting.

Piaget dials up the glamour with celebrity appearances and a sleek, blue-hued booth

Over at Piaget on April 11, Lee Jun-Ho — a South Korean actor and member of boy band 2PM — was greeted at the brand’s booth by its CEO Benjamin Comar. Lee is the Asia-Pacific brand ambassador of Piaget.

Also in attendance on the same day was Thai actor Apo Nattawin Wattanagitiphat, known for his roles in drama series KinnPorsche (2022) and historical film Man Suang (2023). We caught up with him for a quick chat about his favourite pick from Piaget’s range of novelties, as well as what he loves about the brand.

The Piaget booth was a star in its own right, with its stylish blue and gold hues and backdrop emblazoned with “Piaget 150” in an ode to its 150th anniversary.

Here’s a closer look inside the space:

IWC Schaffhausen wows with an eternity-inspired booth and Gisele Bündchen

Gisele Bündchen turned up at the IWC Schaffhausen booth on April 9. The Brazilian supermodel is a brand ambassador and was the picture of effortless sophistication in her white blazer and wide-legged trousers, which she paired with an IWC watch.

The stunning IWC booth at this year’s event beautifully echoed the timeless nature of their Portugieser collection. It was a celebration of the concept of eternity which is what the brand stands for and promises with its high-quality timepieces. The booth also paid homage to the maison’s birthplace with the presence of water elements that were a nod to the banks of Rhine in Schaffhausen.

Also, featured at the heart of the booth was a dome-shaped structure akin to the view from an observatory, reflecting the inspiring role of celestial objects in their creations.

Montblanc welcomes Jing Boran and unveils an immersive booth experience

A crowd quickly formed at the Montblanc booth on April 11, as Chinese actor and brand ambassador Jing Boran— who has starred in films like Us and Them (2018) and The Shadow Play (2019) — was present to view the brand’s latest timepieces.

The Montblanc booth goes icy blue this year as the brand celebrates its newly launched timepiece, the Iced Sea 0 Oxygen Deep 4810. It offers a unique immersive experience that allows one to experience the depth of diving under the sea level at 4810 metres.

A special set-up at the booth allows visitors to try Montblanc’s new Zero Oxygen watch and virtually feel its impact as a diver. The video screens light up in oceanic blue and also provide an exciting sensory experience. Scoring both on the visual and making it an interactive moment for visitors, the Montblanc booth certainly leaves a strong impression.

Hermès exudes whimsy and elegance 

Shapes and colours take centre stage at the Hermès space in Watches and Wonders 2024. Featuring elegant undulating waves that provide a whimsical touch to a predominantly minimalist space, the installation is the work of visual artist Erin O’Keefe, produced in honour of the brand’s 2024 theme: Shapes of Time.

The installation features a playful marriage of colours and materials, moulded into organic flowing shapes that reflect the luxury design house’s inimitable savoir faire.

Roger Dubuis ushers visitors into the Sanctuary of Hyper Horology

The Roger Dubuis booth pays homage to the past, evoking the imagery of an Ancient Greek temple with walking spaces nestled between rows of pillars. At the Sanctuary of Hyper Horology, the craft of watchmaking is powered by modernity and technology.

Visitors can enjoy futuristic light shows that serve to marry the aesthetics of past and present, ensuring an experiential journey that culminates in the admiration of the timepieces on display. Also on display: Roger Dubuis’ watchmaking tool, which has accompanied him faithfully since his days as an apprentice. It is marked with the number 208 on the handle; that number that has since inspired numerous limited collections, which are available in permutations of 8, 28, and so on. 

Ulysse Nardin gets futuristic

Ulysse Nardin’s newly released Freak S Nomad takes centre stage at its futuristic, spaceship-like booth modelled to resemble an oversized version of the ground-breaking watch that boasts no crown, dial or conventional hands. Adorned with reflective panels, the space is an immersive experience. You’ll also get to watch a demonstration of the hand-wound 18th-century rose engine used to create the diamond guilloché pattern that appears on the timepiece’s hour disc.

Chopard gets an Alpine-inspired makeover

At Watches & Wonders 2024, Chopard‘s booth is a triumph of thematic design, ingeniously capturing the essence of their newly unveiled Alpine Eagle collection. As you step into the space, you’re transported into a wintry wonderland, echoing the untamed beauty of lofty peaks. This ‘Frozen-themed enclave stands as a testament to Chopard’s rich heritage, drawing visitors into a tableau where nature reigns supreme. With each element, from the sparkling facsimile streams to the majestic depictions of fauna and craggy summits, the Maison’s craftsmen manifest their penchant for distilling emotion into art.

It’s a masterstroke in design that captures the ethereal grandeur of the Alps. The booth delivers a visual symphony that echoes Chopard’s commitment to craftsmanship and the environment. This atmospheric setting not only showcases the exquisite Alpine Eagle timepieces but also offers an evocative journey through the inspirations behind them.

Jaeger-LeCoultre unveils transforms into Vallée de Joux’s historic forges

Jaeger-LeCoultre‘s booth is a grand homage to the Maison’s heritage of horological precision. The booth’s design features a central fire pit, set against an iron stone hearth, symbolising the creativity driving the brand’s innovations.

Surrounded by towering LED screens, the booth comes alive hourly with a sound-and-light show that retold the narrative of Swiss watchmaking in the Vallée de Joux. With its intimate spaces and varied levels, the booth invites visitors to delve into the brand’s precision principles, offering a multi-sensory exploration through both watchmaking and gastronomy.

The hands-on Discovery Workshops by The Atelier d’Antoine immerse visitors in the art and science of precision, with opportunities to learn about the intricacies of the watchmaking process. Additionally, Jaeger-LeCoultre’s collaboration with Michelin-starred Chef Himanshu Saini introduces The Precision Atelier, a culinary experience under the Made of Makers programme that marries the precision of gastronomy with the exactness of watchmaking.

Hublot captivates with a spiral timepiece installation

French footballer and Hublot brand ambassador Kylian Mbappé was present at the watchmaker’s showcase on April 12 to explore its latest launches at Watches & Wonders 2024.

Hublot’s booth itself is a fusion of innovation and artistry with its dynamic structures. The design features bold, concentric sculptures, symbolising precision and the cyclical nature of time. The LED display gives fans and watch connoisseurs the chance to dive deep into the watchmaking process as well as take a closer look at this year’s lineup.

Cartier creates an immersive experience capturing the magic of time

This year’s Cartier booth at the Watches & Wonders 2024 emits mystery, with each creation, area, and display inviting visitors to explore a new universe of horological wonder. The whole event takes you on an immersive trip and envelops you in its theatrical experience. Like a magician, the maker blended the real and the imaginary world in their wonderful booth.

Cartier lived up to its name by designing a booth that resembles the city’s most beautiful high jewellery store. This year’s theme was heavily influenced by the moon, with footage of the moon shimmering over a body of water displayed on a computer screen at the back of the booth.

Jimmy Chin graces the Bremont booth

Jimmy Chin is one of America’s most respected explorers, with his extreme mountaineering career extending to positions as a National Geographic photographer, Academy Award-winning film director, and New York Times best-selling author.

Bremont appointed Mr Chin as its brand ambassador two months ago and he made an appearance at the Watches & Wonders Bremont booth. Mr. Chin’s background as an American mountaineer and athlete perfectly fits the the watchmaker’s robust tool watches.

TAG Heuer impresses with 636 LED panel-led watch reveal

TAG Heuer‘s exhibit at Watches & Wonders is an expression of grandeur and innovation, stretching a magnificent 25 metres across and rising to a lofty 7 metres. The façade, brought to life over six diligent months, is a testament to their relentless pursuit of excellence. Illuminated by an impressive array of 636 LED panels, it merges architectural creativity with the very forefront of technology.

This isn’t just a static display; it’s an interactive spectacle. Initially presenting itself as a mere wall, it performs dramatic transformations, retracting to unveil the new Monaco Split Seconds. The reveal is emblematic of the brand’s flair for theatrics melded with precision, encapsulating their legacy in a singular, mesmerising moment. It’s not merely a booth; it’s a narrative in steel and light, recounting TAG Heuer’s story of timekeeping and technological prowess.

Van Cleef & Arpels captivates with a nature-themed space and whimsical automatons

Bright and beautiful leaf motifs adorn Van Cleef & Arpels‘ booth, welcoming visitors into a whimsical wonderland of nature-inspired timepieces and magical automatons that spin and dance. The Apparition Des Baies Automaton for instance, comprising a dome of rose-gold leaves that unfurl to reveal a bejewelled bird within that spreads its wings, while Bouton d’Or has a fairy that pirouettes. The space is designed in collaboration with interior architect and scenographer Jean Baptiste Auvray.

Grand Seiko’s tranquil, nature-inspired sanctuary

Illuminated in gold with projections of tree branches and leaves gently swaying in the breeze, Grand Seiko‘s mesmerising space at Watches and Wonders 2024 was an apt backdrop for its novelties, which are inspired by nature and Japanese landscapes.

A. Lange & Söhne’s giant watch centrepiece

It’s hard to miss A. Lange & Söhne‘s booth at Watches and Wonders 2024, thanks to the giant replica of its newly launched Datograph Perpetual Toubillon that stands proudly at its entrance. A mirrored ceiling amplifies its presence, making it look even more imposing and majestic.

Zenith meets with Desmond Tan

Singaporean actor Desmond Tan, known for starring in drama series like Code of Law (2020) and When Duty Calls (2017), stopped by Zenith‘s booth to check out its new watches. He also took some time to chat with Prestige and our sister title PIN Prestige.

Watches and Wonders 2024 marks Tan’s first time in Switzerland, as well as his first visit to the watch fair — making it one of the best moments and most memorable experiences for the actor this year.

Emmelyn Mah, Pallabi Bose, Sara Yap, Srijoni Gupta Roy and Surabhi Redkar contributed reporting.

Additional reporting and videos by François Oosthuizen, Stephanie Ip, Lynette Koh and Zhao Lu.

(Main image: WWGF/ KEYSTONE/ Cyril Zingaro; Featured image: Van Cleef & Arpels/ Instagram)

Frequently Asked Questions (FAQs)

– Where is Watches and Wonders 2024?

Watches and Wonders 2024 is held at the Palexpo in Geneva, Switzerland.

– Did Watches and Wonders replace Baselworld?

Watches and Wonders is a different watch fair from Baselworld, which ended in 2021 after announcing that it was cancelling its 2022 show. Up till 2019, Watches and Wonders was previously known as Salon International de la Haute Horlogerie (SIHH).

– Is Omega at Watches and Wonders?

No, Omega does not present at Watches and Wonders.