Time to Watches 2025: An Alternative Showcase in Geneva

by Brent Robillard

Villa Sarasin

In the world of horology, April brings not only the whiff of spring but also a glimpse into the future of watchmaking. While Watches and Wonders in Geneva commands much of the industry’s attention, it is not the only event in town. Just a short walk away at Villa Sarasin, Time to Watches offers a compelling alternative, bringing together an array of independent and established brands in a setting that encourages engagement and discovery.

This year, historic Villa Sarasin will host more than 70 brands showcasing their latest creations. This event champions bold, forward-thinking watchmaking, proving that innovation isn’t measured in scale, but in vision.

Time to Watches 2025 Villa Sarasin — A dynamic show for watchmakers and watch lovers alike

About Time to Watches

Since its inception in 2022, Time to Watches has grown into a dynamic platform that brings together watchmakers, collectors, media, and industry professionals. Positioned as an alternative to larger exhibitions, it fosters an open and engaging environment where creative ideas take center stage.

Time to Watches was established as a platform for watch brands looking for an alternative to the major trade shows, offering a more accessible and intimate setting. Since its inception, the show has grown in prominence, attracting collectors, enthusiasts, and members of the press who appreciate its open, welcoming atmosphere. Its mandate is to foster dialogue between brands, retailers, and watch lovers, ensuring that innovation and craftsmanship remain at the heart of the industry.

Held at the historic Villa Sarasin, the show presents a curated selection of brands that range from heritage revivalists to cutting-edge independents. Unlike larger exhibitions, Time to Watches emphasizes interaction, giving visitors the opportunity to meet brand founders, designers, and watchmakers up close.

What to Expect in 2025

Time to Watches has become a go-to event for those who seek a different kind of watch show—one that prioritizes approachability and independent thinking. This year’s edition, running from April 1st-6th, will feature an exciting lineup of exhibitors, including brands that are pushing the boundaries of design and mechanics, with daily hours from 8:30 AM to 8:00 PM. Open to the public, entry is available for CHF 20 per day or CHF 35 for a full-access pass. The event is designed to be as inclusive as it is engaging, offering not just exhibitions but also casual meet-ups and after-hours gatherings where collectors and brands can connect over their shared passion.

The brands featured at Time to Watches span a wide spectrum of styles, origins, and philosophies. While their approaches vary, they share a commitment to pushing boundaries and redefining traditional watchmaking. Among them are names that readers of The Calibrated Wrist will recognize: Airain, Atelier Jalaper, Beaubleu, Fears, Formex, Laco, Marathon, Nivada Grenchen, Ollech & Wajs, and Vulcain. These brands represent a cross-section of the industry, from military-inspired tool watches to artistic, avant-garde designs. Whether you are drawn to the rich histories of brands like Nivada Grenchen and Fears or the innovative materials and finishing of Formex, Time to Watches is a place to see these timepieces in person and speak with the minds behind them.

Follow Our Coverage

The Calibrated Wrist visited Time to Watches for the first time last year, and we were immediately taken by its energy and accessibility. This year, we’re sending a small team back to Geneva to cover the event in depth. Throughout the week, we’ll be reporting on the latest releases, sharing insights from brand leaders, and capturing the essence of what makes Time to Watches a standout experience.

For real-time updates, exclusive photos, and interviews, be sure to follow our social media channels. And, of course, stay tuned to The Calibrated Wrist for in-depth articles on the standout pieces and stories from the show floor.

As April approaches, all eyes will be on Geneva. But for those looking beyond the biggest names, Time to Watches offers something special—a chance to discover the past, present, and future of independent watchmaking, all in one place.