Maison Birks at Watches & Wonders Geneva

Looking Ahead to Watches and Wonders Geneva 2025

Watches and Wonders is one of the most important events of the year in the world of watchmaking and Maison Birks’ Head Watchmaker, Grigor Garabedian, will be in attendance in Geneva this spring. From April 1st to 7th, the key players in the industry will gather to showcase the latest innovations and creations. What to expect this year? Our expert shares his insights and predictions.

What is Watches and Wonders?

Taking place in the world watchmaking capital, Watches and Wonders Geneva is a large-scale event where horology experts and brands gather to exchange, learn, and exhibit the latest and greatest when it comes to watches. The 2025 edition will bring together 60 brands—the most in the event’s history. “This year, the event is set to be more spectacular than ever, with seven new brands making their debut,” says Garabedian. “They are independents that push the boundaries of watchmaking artistry,” he adds.

Closeup of a Grand Seiko watch with an orange dial.

2024 Key Trends

In 2024, brands presented visually stunning and unique semi-precious stone dials using materials like malachite, lapis lazuli, and tiger’s eye. “I believe ornamental stone dials are just getting started, and we can expect to see even more of them this year,” Garabedian predicts. He also considered the advancements in watch movements to be nothing short of groundbreaking. “Perpetual calendars that can keep your date and moon phases accurate for generations were particularly impressive,” he notes.

“Last year, the emphasis on sustainability was remarkable, with brands embracing recycled gold and stainless steel, along with environmentally conscious designs,” says Garabedian. More than a simple trend, Garabedian noted an actual movement toward a greener future in watchmaking.

What to Expect for the 2025 Edition

Among the innovations Garabedian expects to see this year is the revival of Art Deco. “It has already made its entrance into the watch designs of today, but we should see this trend expand, especially since many iconic watches were born during the formal years of this artistic style,” he explains.

He is also looking ahead to brands using innovative materials like carbon fibre derivatives, ceramics, and lab-grown diamonds. Breaking new technical barriers, these will lead to “timepieces that require fewer interventions and last longer between services by increasing reliability and precision,” says Garabedian.

Watches on showcase at Watches and Wonders

Lastly, “the trend toward smaller cases of around 38 or 39 mm brings back the elegance of classic designs, while also aligning with the growing preference for genderless watch styles,” he notes.

Once again, Maison Birks looks forward to partaking in the world’s largest watch fair, revelling in all the magic and uncovering the most prevalent trends and innovations.

Grigor Garabedian, head watchmaker at Maison Birks.

Meet Our Expert: Grigor Garabedian

With over 15 years of experience in his field, Garabedian has a profound understanding of everything pertaining to watches, which are both his profession and passion. He keeps his finger firmly on the pulse of the industry and shares his discoveries and favourite picks via the Maison Birks official Instagram account. Last year, he brought followers along to visit brands like Cartier, TUDOR, TAG Heuer and Grand Seiko.

Follow along on our social channels from April 1 through 7 as Grigor Garabedian shares his latest finds and discoveries from the top brands from Watches and Wonders Geneva.

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