In the wake of massive event cancellations over the past week, both the watch industry and the enthusiast public have been left wondering what would become of new releases for 2020. One group of brands, however, has wasted no time in making the best of the situation, organizing the independent, brand-managed Geneva Watch Days 2020 Late April event. At press time, eight brands have agreed to exhibit at the show, including Breitling, Ulysse Nardin, Bulgari, Girard-Perregaux, De Bethune, Gerald Genta, Urwerk, and MB&F. The show will be spread between several luxury hotels throughout Geneva and is scheduled to run from April 26-29, the dates originally planned for Watches & Wonders 2020.

On paper, this looks to be a solid effort to make the best of a chaotic and uncertain situation in the aftermath of the rash of trade show cancellations, but more than that, the show might have the potential to be a more focused and modern solution to the needs of the watch market in 2020. While the show is not intended to be a replacement for industry staples like Baselworld or Watches & Wonders in the long term, time will tell whether its smaller, more efficient, and more focused approach will be a welcome change to the traditional model. In addition, the show is in full compliance  with the current coronavirus prevention rules currently enforced by the World Health Organization and the Swiss government. Despite the smaller size, brands have hinted at several major unveilings, with Bulgari in particular mentioning a new world record and an all new collection in its announcement.

The show has already captured the attention of the watch industry, with several more brands currently in talks to join the event, including Chopard and H. Moser & Cie. aBlogtoWatch will keep a close eye on this event and continue reporting on this story as it develops.