The Watches and Wonders Geneva Foundation has just sent a new contract to its exhibitors, according to sources in Geneva, including a new four-installment payment plan due before the fair in April 2025.
Among the other changes in the contract is the new location for exhibitors at the Carré des Horlogers and La Place. This is affecting some 28 smaller, independent brands, which will be relegated behind the Rolex booth.
Until now, the Carré des Horlogers and La Place were centrally located at the fair, essentially splitting Watches and Wonders in two: The incumbent of the fair formerly known as SIHH, the Richemont group on one side; on the other, Rolex and Patek Philippe.
The loss of visibility and access is not insignificant and seems like a downgrade for those smaller brands. But Rolex said it won’t be blocking the visibility to the area. It’s unclear what brand will take the spot at the Carré des Horlogers and La Place though some in Geneva are speculating it could be Bulgari.