Time to Watches Festival Attracts Record Attendance as Engagement Model Evolves
The Time to Watches event in Geneva welcomed a record 10,450 visitors and 87 brands in 2026, reflecting a 10% increase from the previous year. This surge in attendance signifies a growing demand for independent and accessible watchmaking experiences, with collectors seeking deeper connections to brands and creators. The event's innovative "watchmaking Village" concept prioritized interaction over traditional exhibition formats, fostering a relaxed and engaging atmosphere. A Las Vegas-themed opening night set the stage for a festival-like experience, combining workshops, demonstrations, and brand-led activities, while social hubs encouraged community engagement. The event's structure enabled brands to transform conversations into real opportunities within a less rigid framework. With dedicated spaces for formal meetings and informal gatherings, the festival atmosphere was enhanced by food trucks and lounge areas. Christian Wipfli, founder and director of Time to Watches, emphasized the importance of enjoyment and human connection in the watchmaking experience. Following its success in Geneva, the event is set to take place in Las Vegas from May 27 to 31, before returning to Geneva in 2027.
Buying Time Analysis: This story highlights the significant growth and evolving format of the Time to Watches event, emphasizing the importance of interactive and community-driven experiences in the watch industry, which reflects a broader shift towards more accessible and engaging events for collectors and enthusiasts.
