As the world of luxury watches evolves, it’s only right that one of the biggest trade shows celebrating high-end timepieces, well, keep up with the times. Which is why the the FHH (Fondation Haute Horlogerie) has announced that Salon International de la Haute Horlogerie (SIHH) will be rebranded as Watches & Wonders Geneva in 2020.

The news came as a surprise to the luxury watchmaking world, but it sounds like exciting times are ahead as the fair prepares to take a fresh, more modern approach to cater to a changing market.

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The rebranded trade show’s new format consists of two components. First is Watches & Wonders – The Salon, which will take place in Geneva’s largest convention centre, Palexpo. The Salon will be a more formal and traditional trade show, though tickets are available to the public for 300 CHF (around HK$2800),

The second component will be Watches & Wonders – In the City, which will see activations in watch boutiques and other venues across Geneva. These will be open and free to the public.

"It’s about more than watches, we chose a name that conveys a sense of wonder, excellence, openness and discovery; a different way to experience watchmaking. Watches & Wonders becomes the focal point for the exceptional talent, creativity and infinite innovation of the world’s leading watch and jewellery maisons,” Fabienne Lupo, chairwoman and managing director of the FIHH, said in a statement.

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