[GENEVA] Once upon a time in Switzerland, there was only one luxury watch trade fair – Baselworld, held annually in Basel. In 1991, brands Cartier and Piaget from the Richemont Group broke away and established Salon International de la Haute Horlogerie (SIHH) in Geneva.

For close to two decades, the rival fairs ran almost back to back with each other until Baselworld heavyweights – including Rolex, Tudor, Patek Philippe, Chopard and Chanel – decided to pull out in 2020. The move marked the demise of Baselworld, as those aforementioned brands went on to exhibit in the rebranded SIHH, Watches & Wonders Geneva (WWG), instead.

That makes WWG – organised by the Fondation de la Haute Horlogerie – not only the most important luxury watch fair in the world today, but also the biggest. And it’s still growing.