Maison Birks Heads to Watches and Wonders Geneva 2024

Every year, Watches and Wonders showcases the latest technology and developments in the rich world of watchmaking. Maison Birks head watchmaker, Grigor Garabedian, will be attending the 2024 event taking place in Geneva this April and sharing his discoveries. Explore the intricate world of watchmaking through Garabedian’s expert insights and forecasts pertaining to watch design and creation.

About Watches and Wonders

Watches and Wonders is the largest fine watchmaking trade show in the world, a grand-scale event where experts, brands, and the public come together to immerse themselves in the horology universe. For the 2024 edition of Watches and Wonders Geneva, which will host a dynamic combination of exhibits and interactive spaces, there will be no fewer than 54 prominent watch brands present, including Rolex, Cartier, Tudor, Grand Seiko, and TAG Heuer.

Maison Birks Atelier watchmaker Grigor Garabedian

Meet Grigor Garabedian, Head Watchmaker at Maison Birks

Grigor Garabedian is passionate about timepieces, an interest that serves him well as head watchmaker at Maison Birks. With over 15 years of experience in his field, he has a deep understanding of the craftsmanship involved in watchmaking and extensive knowledge of everything pertaining to timepieces, as well as the premium brands carried at Maison Birks. Not only does he have a watchmaking diploma, but Garabedian also holds a host of certifications from different brands.

Watch Trends: On Their Own Time

Generally, watches are free from the constraints of quickly moving fashion trends. Rather, they are tethered to technological advances and brand heritage, an important concept in the world of watchmaking. “Nevertheless, exceptions exist for certain brands that veer closer to the realm of fashion,” says Garabedian, “such as Cartier, Louis Vuitton, and Hermès, which are brands that are attuned to fashion trends.”

While these brands may put increased emphasis on design, others prioritize the rich heritage of horology. This is the case for esteemed names like Patek Philippe, Rolex and Vacheron Constantin, among others. “Within this horological sphere, the new alloys and innovative materials meticulously selected for crafting watch movements translate to greater accuracy and increased reliability,” says Garabedian. In this case, improvements in manufacturing techniques serve as a driving force behind the introduction of new models, prioritizing excellence over aesthetics.

“There is one last selection of watch type that skillfully navigates the intersection between tradition and fashion, such as brands like Richard Mille, which adeptly strike a balance between timeless craftsmanship and contemporary design sensibilities,” says Garabedian.

What to Watch Out For

What are some major trends Garabedian expects to see this year? “The gap between men and women’s watches will get smaller, but will not disappear,” he says. Namely, men’s watches will continue to shrink, and “movements will also become smaller and slimmer, to fit in these new cases.” He also anticipates seeing dress watches on organic leather bands and innovative materials outside traditional animal leathers. “We should also be seeing less focus on complications and more attention to dial materials and hand movements,” he says. He also predicts many brands will highlight the use of gold and black and focus on tradition rather than innovation to solidify their place in the market. “Synthetic diamonds will continue to be a choice for brands that target a younger clientele,” he concludes.

Maison Birks is looking forward to attending Watches and Wonders Geneva from April 9 to 15. Follow along on our social channels as our head watchmaker, Grigor Garabedian, explores the latest in the world of horology and newness from the most renowned brands, sharing his discoveries.

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