The Salon International de la Haute Horlogerie (SIHH), known for trade-only watch shows in Switzerland each year, is moving to a more public, festival-style event to draw in more visitors. Starting in 2020, they will be known as the Watches & Wonders: The Salon; a five day show with additional activities held all over the city of Geneva that will be known as Watches & Wonders: The City. The Fondation de la Haute Horlogerie (FHH) that organizes the SIHH is moving in a new direction to draw more people, as well as get new content and start new conversations about watchmaking.
The new style event will feature “consumer-specific presentations, panel discussions and workshops […] alongside product showcases from around 30 exhibitors.” The Watches & Wonders: The City will have watch themed walking tours with visits to manufacturers and museums. “We want to showcase fine watchmaking, show the expertise behind the timepieces, and target a new audience, especially the young generation and millennials who are not necessarily interested in wearing a watch. It is really our objective to reach out to them.”