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Geneva Watch Days could be the celebration we all need this summer

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Like London buses, you wait forever for one to arrive and then two Geneva trade fairs appear at once.

In the same week as Watches and Wonders announced its dates for a full physical show in 2022, Geneva Watch Days has said it will be held for a second time from August 30 to September 3.

The show was created last year as an opportunity for the trade and press to meet with brands at various hotels, boutiques and manufactures months after Watches and Wonders was converted to a digital showcase and as covid numbers plummetted over the summer.

“The success of Geneva Watch Days 2020 has encouraged its founding and associated brands to organise the event again in 2021 with a very similar format: phygital, global, decentralised, self-managed and open to the public,” organisers say.

Founders of the initiative last year include Bulgari, Breitling, De Bethune, Gerald Genta, Girard-Perregaux, H. Moser & Cie., MB&F, Ulysse Nardin and Urwerk.

They formed a non-profit association alongside associated brands Arnold & Son, Czapek, Doxa, Ferdinand Berthoud, Frederique Constant Group, Maurice Lacroix, Oris and Reuge.

Their numbers may swell to 20 or more as brands look for ways to present their watches in person.

Displaying admirable optimism that we may be partying by the end of August, Geneva Watch Days says there will be “festive moments” in the evenings organised for the media and the associated brand’s customers.

Pouring a little cold water on the thought of all-nighters at the Four Seasons, the organiser adds that they will be in “strict compliance with prevailing public health measures, including social distancing.

“This will in no way dampen the convivial atmosphere,” they continue, “particularly because the vaccination campaigns will by then have been carried out on a massive scale, particularly in Switzerland.”

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