Every year in early April, we are treated to the premiere event in the horological world: Watches and Wonders, of course! This showcase traditionally takes place in Geneva, Switzerland – which should come as no surprise, given that Swiss-made timepieces have been dominating the luxury watch market for centuries.
The weeklong Watches and Wonders event begins with a four-day industry portion, during which retailers, journalists, and horological professionals from around the world are welcomed into the show. After these first four days, the general public can buy admission tickets for the last three days, which typically lands on a weekend. With over 60 premium watch brands exhibiting their wares at this prestigious show, there’s no shortage of incredible watches to see.
During the industry portion of the event, it’s almost a guarantee that brands will unveil exciting announcements like new models, groundbreaking complications, or even brand-new collections. So what were the highlights of 2025’s Watches and Wonders event? Let’s dive in…
Watches and Wonders 2025 Attendees: The Biggest Names
Some of the key big-name brands exhibiting at Watches and Wonders this year included Chanel, Cartier, IWC, Hublot, Panerai, Patek Philippe, Rolex, Vacheron Constantin, and many others. You’ll probably also notice a few notable brands who didn’t attend the show: Audemars Piguet, Richard Mille, and Breitling, to name a few.
With the downfall of the Baselworld show following the Covid-19 pandemic (read more about this watch world drama right here), Salon International de la Haute Horlogerie skyrocketed into first place as the most influential timepiece exhibition around. When SIHH merged with Watches and Wonders and rebranded as the latter’s name, it was a done deal: This was the show that stood out from the rest.
So why do some holdouts like AP, RM, and others sit out Watches and Wonders? Only their marketing teams know the nuances… But it seems that since 2019, these brands have changed their outreach strategy. It doesn’t seem to be a problem for their sales, although there is nothing splashier than releasing a new timepiece at Watches and Wonders. We wonder (no pun intended!) if they’ll eventually rejoin the ranks.
Top Trends at Watches and Wonders 2025
Journalists from well-known publications like The New York Times style section and horological stalwart The Robb Report have catalogued some of the top trends to come out of Watches and Wonders 2025. Some standouts? New takes on legacy models, a shift toward smaller case sizes, highly complicated pieces, and uniquely gem-set watches.
For example, Cartier released a new take on its classic Tank à Guichets (which literally translates to “ticket window”) line in a limited edition run of just 200 pieces – these watches are sure to be highly coveted on the secondary market. Hublot showed off a commitment to color with a quintet of bold, vibrant One Click Joyful models with gem-set bezels and fun rubber straps. But the true showstoppers of Watches and Wonders came from two of the most coveted brands around: Rolex and Patek Philippe.
Hottest New Releases at Watches and Wonders 2025
Every year, we’re virtually guaranteed that at least one brand will premiere a new model, collection, or design at Watches and Wonders. With all of the journalists and press around, it’s the perfect place to debut a new innovation. This year, we were simply swept off our feet by releases from Patek Philippe and Rolex. And now, you will be too…
Rolex’s New Land-Dweller Line Makes a Splash
An entirely new Rolex collection is not something you see every day. With the dawn of the Land-Dweller, Rolex rejoins the integrated bracelet movement, showcasing a look that is distinctly different from its other lines yet retains a classic Rolex aesthetic that is unmistakably luxurious. The fluted bezel stands out as an homage to other Rolex collections, whereas new elements like the honeycomb dial and substantial 6 and 9 numerals make the Land-Dweller stand out from the rest.
With the watch, the brand premiered the new Flat Jubilee bracelet, which combines brushed and shiny metals and offers a comfortable, thin fit. The Land-Dweller is available in platinum, stainless steel, and 18K rose gold – in other words, there is a finish for everyone!
In addition to the aesthetic developments premiered by the Land-Dweller, Rolex also used this new watch to launch new technical and mechanical developments that exude precision and reliability to the maximum. For the first truly new Rolex line before this one, you’ll have to go back in time to 2012, when press lined up to discover the Sky-Dweller collection at Baselworld. Now, over a decade later, we have been treated to the Land-Dweller. Sign up to be notified the moment we have this prestigious piece in stock at Avi & Co.
Patek Philippe Expands the Eye-Catching Cubitus Collection
Released in 2024, Patek Philippe’s Cubitus collection was the Swiss brand’s first new line in a whopping 25 years. The square case and integrated bracelet make this gorgeous timepiece stand out – and now, there are even more finishes and styles to choose from in the Cubitus repertoire. The original three Cubitus references offered a large-scale, 45 mm silhouette, but the latest releases have been scaled down to 40 mm, making them more approachable and potentially appealing to a wider market.
The two new Cubitus references unveiled at Watches and Wonders 2025 (white gold with a blue dial or rose gold with a brown dial) are sure to make a splash among consumers and watch world aficionados alike.
Patek Philippe’s New Grand Complications Watch Hits the Market
The most complicated watch in Patek Philippe’s recent history is now available for purchase… as long as you have seven figures to spare, that is! The Quadruple Complication Reference #5308G showcases incredible mechanical innovations and a chic white gold case with an ice blue sunburst dial. Part of the Grand Complications collection, this watch was first revealed at Patek Philippe’s Tokyo exhibition in 2023 – but now, you can actually own one.
Let’s talk about complications. The watch’s impressive movement (the Caliber R CHR 27 PS Q1) combines a split-seconds monopusher chronograph, an instantaneous perpetual calendar, and a minute repeater. These complications alone are impressive, but what is even more awe-inducing is that they are all contained in a relatively slim 42 mm case. You’ll also find patented upgrades to the watch, like a redesigned rattrapante isolator and an anti-backlash clutch wheel. The perpetual calendar indications (day, date, month, and leap year) jump ahead in a staggeringly fast 30 milliseconds. This Quadruple Complication timepiece embodies Patek Philippe at its finest.
Fun Fact: Blink and you’ll quite literally miss it. The average human blink lasts 100 to 400 milliseconds, meaning that this watch’s perpetual calendar indications change up to 13X faster than you can blink.
Rolex Premieres New Oyster Perpetual Colors
While the release of the brand-new Rolex Land-Dweller model might have dominated the headlines, we were also excited to see the brand unveil three new attractive colors in the Oyster Perpetual line. The Oyster Perpetual has long been considered the quintessential entry-level Rolex watch. It has offered horological enthusiasts the chance to get in on the ground floor with a relatively affordable timepiece that doesn’t sacrifice on personality: The collection offers countless dial colors… and now, there are three more to choose frome.
The delightfully springy shades that Rolex launched at Watches and Wonders have us practically drooling. You can choose from three creamy, matte finishes: pistachio, lavender, and a vanilla beige. It sounds like a tasty treat, and these watches look like one too. Now this is a real Sophie’s choice…
Patek Philippe Overhauls the Calatrava Pilot Travel Time
Back in 2015, Patek Philippe made waves with an elegant solution to the challenge of travel watches. Instead of stopping the clock to set your local time zone, the Calatrava Pilot Travel Time premiered two easy buttons (at the 8 o’clock and 10 o’clock positions) to easily bump local time ahead or back one hour. On the tenth anniversary of the Pilot Travel Time watch, the brand discontinued the original white gold Reference #5524G-001, replacing it with a new design featuring a gorgeous ivory lacquer dial.
Invest in the Latest Watches (and Wonders!) at Avi & Co.
Want to stay at the cutting edge of the watch world? Avi & Co. has got you covered! We specialize in luxury timepieces from globally coveted brands like Rolex, Patek Philippe, Richard Mille, and Audemars Piguet. Plus, we also have our very own fine diamond jewelry line and a collection of unique Avi & Co. watches that are sure to catch your eye.
Make an appointment to visit us at one of our three boutique locations in Manhattan, Miami, or Aspen. We can’t wait to meet you!
