How Watches and Wonders 2025 is engaging younger audiences

By Shivani Dubey | 14 March 2025 | Design

As more young people show interest in the world of watchmaking, Watches and Wonders 2025 is on a mission to make the event more engaging for these audiences

We are on the cusp of Watches and Wonders Geneva 2025, where the world-leading watch salon will bring together 60 exhibiting brands from around the world for a showcase of horological excellence. This year, however, there is one notable theme: the younger generations — not just in terms of the audiences, but also in the craftspeople that help create these watches.

The brands at the event will be showcasing not only their collections and new pieces, but also their youngest talents, shining a spotlight on the best apprentices, recent graduates and craftspeople.

As Matthieu Humair, CEO of the Watches and Wonders Geneva Foundation tells Tempus, in 2024, 25% of the tickets for the event were sold to people under the age of 25. This in turn has enabled the salon to create a program specially catered to younger audiences.

Related: Here’s how Audemars Piguet is celebrating its landmark 150th anniversary“We have seen a strong interest in watchmaking amongst the younger generations. 25% of tickets sold were to under-25s in 2023 and 2024 — which is great! Watchmaking is about innovation, creativity but also emotions. The younger generations are seeking out experiences above all,” says Matthieu.

This year, the host of honour at Watches and Wonders Geneva is the youth, explains Matthieu. And to really hit that point home, the event has come up with lots of interactive ideas to engage younger audiences.

“Younger generations come to discover immersive experiences but also to develop their knowledge and discover watchmaking professions and know-how. With this in mind, we have designed a specific program at the LAB and In The City to show them the creativity and the beauty of our industry,” says Matthieu, adding: “We will continue to reach out to this young generation and embark them on our watchmaking journey.”For example, in the salon, the LAB space, which is dedicated to technological innovations, is being strengthened with the presence of schools, start-ups and apprentices accompanied by their trainers.

Throughout the event, guests will also have access to places like the Watchmaking Village, where they can access all the information about watches. Also present will be the Department of Education of the Canton of Geneva, who will present watchmaking training courses. There will be workshops and activities designed specifically for children, and many competitions with prizes for the community to participate in.

This year, there will also be special jewellery workshops and storytelling for children organised by the Van Cleef & Arpels School.

For Matthieu and Watches and Wonders, seeing such active interest from younger generations towards the art of watchmaking is an encouraging sign. It represents the need for tangible objects — especially for a generation that is so used to the digital world.

Related: Piaget announces new Limelight Gala watch creations“It is encouraging to see a growing interest from the younger generations,” says Matthieu. “In a highly connected world, the younger generations need tangible objects such as timepieces.”

“Luxury attracts young people, but not necessarily as a status object,” he adds. “It represents an anchor in an increasingly nomadic society.”

Matthieu also highlights how watches can play the role of a “family link”, which makes it yet another appealing factor for younger generations seeking a tangible connection.

Rare timepieces and collections that pass down from generation to generation can hold a significant sentimental value for the lineages that acquire them. These watches have history and stories attached to them, and represent a connection to the owner’s life and generational legacy.

Watches and Wonders Geneva 2025 will be held from 1 to 7 April.