Swatch Group Takes a New Approach: Luxury Brands Participate in Geneva Watch Days, Breaking from Traditional Trade Fair Model

According to Swatch Group CEO Nick Hayek, the company will no longer participate in watch trade fairs. Hayek expressed his frustration with the traditional trade fair model and believed it was no longer practical for his company. Despite personal appeals from industry leaders, including the president of the fair and CEO of Rolex, Hayek remained firm in his decision not to participate in industry events like Watches and Wonders.

However, recent news has revealed that Swatch Group’s luxury brands Blancpain and Breguet will be participating in the upcoming Geneva Watch Days. This move raised questions about whether Hayek had changed his mind about trade fairs. It was later revealed that the decision to participate in the Watch Days was made by Marc Hayek, the nephew of Nick Hayek and the person responsible for the Swatch Group’s luxury watch brands.

Despite his initial reluctance to participate in industry events, Marc Hayek saw value in showcasing the brands at a smaller, more independent gathering like the Watch Days. This unexpected decision signaled a shift in the Swatch Group’s stance on trade fairs. The participation of Blancpain and Breguet as main sponsors at the Geneva Watch Days reflected a new perspective within the Swatch Group. While there was no long-term commitment to participating in future events, the decision to showcase the luxury brands signaled a willingness to explore alternative approaches to industry engagement. The move highlighted