It’s Geneva Watch Days 2025! The three day exhibition started back in 2020 to celebrate pioneering watch brands and their latest luxury collections.
Back again for a fifth year, Geneva Watch Days is showcasing over 50 watch manufacturers and their new timepieces. From 4th - 7th September, you can expect to see watches, movements and limited edition collections from brands like TAG Heuer, Breitling, Zenith, Ulysse Nardin, Laurent Ferrier, Gerald Charles and much more.
Compared to Watches and Wonders, Geneva Watch Days is slightly smaller and highlights more independent watch brands, so we’re excited to see what the exhibition has in store.
For this year’s event, we’ll be reporting live from Geneva Watch Days to keep you up-to-date with all the latest news, so stay tuned!
TAG! You're it...
Good morning watch lovers! T3's resident watch expert, Sam Cross, here to bring you all of the new goodies on show in Geneva. We're kicking off with one of the biggest brands at the event – TAG Heuer.
The brand has just unveiled its newest collection, complete with a brand new material. TH-Carbonspring is an in-house developed technology which redesigns the oscillator. It took a decade to get to this point, and should ensure greater stability over the long term.
It's also resistant to magnetism and shocks, while the lightweight construction ensures better chronometry. Debuting on a pair of carbon fibre-cased Monaco and Carrera chronographs, this is a significant milestone in the world of horology.
Reach for the stars
It's not just carbon cases and funky materials on the TAG Heuer booth, either. The brand has unveiled a new model in the TAG Heuer Carrera Astronomer – a piece designed to shine a light on its history with space exploration.
That includes a new Calibre 7 movement, which features a 50-hour power reserve and a moonphase display which tracks with scientific accuracy. It's a seriously cool prospect for any space enthusiast, and one which I can't wait to see in person.
Now, my inbox is overflowing with new releases. I'm off to find some more goodies, and I'll be back with you shortly.
The robot takeover is here
Rattrapante watches were the belle of the ball at Watches and Wonders 2025, and now Czapek is here with its own take on the form. Decidedly modern, with a neat integrated bracelet design and a robot head at the 12 o'clock index.
The skeletonised design is made even more impressive as the brand has literally turned it inside out. The result is a close-up look at the chronograph calibre, where each and every cog, bridge and clamp is laid bare for all to see.
Priced at under CHF60,000, it's one of the more affordable rattrapante watches I've ever seen – though just 77 will be made, so you'll need to act fast to secure one.
Ulysse Nardin unveils a Freak with a rare dial
We're big fans of the Ulysse Nardin Freak here at T3, and this one has a little added special sauce to boot. The dial is crafted from a material called Crystalium – ruthenium, which undergoes a process of vapour deposition over a period of several days, to gain a crystallised appearance.
The look is accentuated here with a black DLC-coated titanium case and blacked out hands. That allows the dial to really sing, and take its flowers as the star of the show.
You'll get a choice of three different straps to pair with it, while the in-house UN-230 movement inside gives 72 hours of power reserve from a 3Hz beat rate.
Genta-designed masterpiece goes blingy
I quickly fell in love with the Gerald Charles Masterlink when I first wore it back at Watches and Wonders 2024. The integrated bracelet design is beautifully worked, leaving a piece deserving of a place beside other Genta classics from Audemars Piguet and Patek Philippe.
Now, that model has been given some added bling in the form of a gem-set bezel. Each of the three variants features a silver dial and a white gold bezel, which is set with 60 baguette-cut sapphires or tsavorites in either red, blue or green.
Each piece is limited to just 10 examples worldwide, and is designed in homage to the Sarawak – a unique timepiece created by Gerald Genta in 2007 for the Royal Family of Sarawak.
Dive deep with Doxa
Doxa is a brand renowned for making proper professional-grade dive watches – and its Geneva Watch Days launch embodies that perfectly. The return of the Doxa 750T over 20 years since it first launched is a fantastic display of just how far the brand has come in that time.
Headline figures here are still dominated by the whopping 750m of water resistance, but that is now squeezed into a case which sits a respectable 11.95mm thick. That's seriously wearable, and goes directly in the face of what you'd expect of a watch with that level of resistance.
A Sellita SW300 movement powers things, offering 56 hours of power reserve and a 4Hz beat rate. Available on rubber straps or a beads of rice bracelet, this might be the best value for money dive watch out there right now.
Zenith goes big on bold colours
Zenith chronographs enjoy a handsome reputation in the watch world, and with good reason. The El Primero movement is credited as being one of the first automatic chronograph movements in the world, and boasts a unique 1/10th of a second chronograph functionality.
At the show, the brand unveiled a quartet of 1960s-inspired chronographs in collaboration with the modular furniture designers, USM. Both brands had a significant moment in the decade, which served as design inspiration here.
The Zenith Defy Chronograph USM features an angular, 37mm case and comes in four different dial colour variants – orange, green, yellow and blue. Each is priced at CHF 10,900 (approx. £10,000 / €11,600 / US$13,500 / AU$20,700) and is limited to just 60 pieces – get in quick if you want to add this quirky chrono to your collection!
It's electrifying!
Chances are even the most seasoned watch enthusiasts among you won't have heard of Behrens – but this piece in collaboration with Vianney Halter is deserving of your attention!
Inspired by the design of vintage electricity meters, the KWH watch makes use of the majority of its dial space to showcase the components of the movement. Time is told via a pair of rollers near the base of the dial, while a date and moonphase dial can be found on the rear of the case.
It's delectably bonkers – exaggerated with a lively white and purple design – and I love that. Only nine pieces will be made, though, so you'll have to jump in there fast to secure one.
This Dennison punches far above its weight (twice)
This might be one of my favourite new watches introduced at the show – and it has a price tag so small, there's not even a comma in it! The new Dennison ALD Dual Time squeezes a pair of Swiss Ronda quartz movements into a selection of rectangular cases, for a dual time experience that is clean and classy.
Dials are crafted from different stones – tiger's eye, bloodstone, malachite, lapis lazuli and aventurine – offering an instantly classy appearance. Those are also left remarkably clean, allowing just the two sets of hands and the stone to really shine.
Quartz movements keep things slim, too – just 6.1mm tall on the wrist – but it's the price which really gets me. At CHF 725 / €780 / US$890 (approx. £670 / AU$1,400), this feels like a total steal! Something with this degree of retro elegance is rarely found at this price point, which should make this a no brainer for most people.
Frederique Constant brings more perpetual calendar references
Back at Watches and Wonders 2025, Frederique Constant caused quite a stir with its perpetual calendar watch. Priced at around £8,000, it brought one of the most sought after high horology complications into a newly approachable price point.
Now, the brand has unveiled three new versions of that – two dials in the original steel case at roughly the same relatively affordable price point, and a stunning 18k gold version with a jet black dial.
While that one runs significantly more expensive, it's a real show of intent from the brand. If you're in the market for a perpetual calendar for a four-figure price tag, these steel models might be some of the best you can find.
