When I Die I Know One Of My Grandkids Will Lean In My Coffin And Whisper Shirt
“Those Formula One drivers who have been partnering with us, from Ayrton Senna to Michael Schumacher, Lewis Hamilton and Max Verstappen, they win when it’s raining. Under the rain, those guys don’t slow down,” said Antoine Pin, CEO of Tag Heuer, when presenting the brand’s latest campaign on the eve of the Watches and Wonders fair, which ran from 1 to 7 April in Geneva. It felt like a metaphor for the whole industry. At the fair, watchmakers responded to the economic woes with strong product launches, striking booths and big events. Some 600 guests, including Usain Bolt and Kylian Mbappé, turned up to Hublot’s bash in Geneva Arena to celebrate the 20th anniversary of its Big Bang timepiece. “In a period where people are concerned about the global situation, I think it’s also a good time to celebrate the beautiful things in life,” said Hublot CEO Julien Tornare.When I Die I Know One Of My Grandkids Will Lean In My Coffin And Whisper Shirt
Almost 50,000 visitors were expected at this year’s edition, up from 49,000 last year, and 60 exhibitors, including prestigious newcomer Bvlgari, up from 54 last year. “2025’s Watches and Wonders exudes a renewed celebratory spirit for fine watchmaking, marking a stark contrast to last year’s more subdued atmosphere,” says Beth Hannaway, buying director for fine jewellery and watches at Harrods. “Anniversaries abound across the fair, adding a sense of heritage and continuity, while an overarching feeling of optimism and excitement signals a strong resurgence for the industry, despite the global outlook.” Rolex, the largest watch player — with sales of CHF 10.6 billion ($12.4 billion) in 2024, or 32 per cent of market share, per Morgan Stanley — introduced the Oyster Perpetual Land-Dweller. Rolex ambassador Roger Federer set connoisseurs abuzz posting a photo of himself wearing the piece while eating fondue before the fair opened (thus breaking the Watches and Wonders embargo). Melted cheese aside, the watch — the latest model released since the Sky-Dweller in 2012 — features significant movement innovation. “Rolex has spoken: brand-new inside and out, the Land-Dweller is a triumph. Enough said,” Nick Foulkes, luxury historian and watch expert, posted on his Instagram. Still, the Land-Dweller sparked heated conversations on social media, with some commentators deploring a mishmash of different design elements.
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