The passion for luxury watches is rooted in the history and tradition of watchmaking artisans. The most prestigious Swiss watchmakers continue to dominate the market thanks to their excellent craftsmanship and attention to detail. Each watch tells a story, and many collectors are drawn to the opportunity to own a piece of this legacy. The art of watchmaking is evident in the complex movements, impeccable finishes, and the exquisite materials used, which give each watch a unique character.
Beyond passion, many collectors view luxury watches as an investment. In recent years, the collectible watch market has seen significant price increases, particularly for rare and limited models. Some famous brands have seen their watches increase in value, sometimes even exponentially. Watches can offer attractive returns, especially when factors such as scarcity, demand, and the brand's reputation are considered.
Furthermore, owning a luxury watch is often seen as a symbol of success and social status. Brand-name watches are worn by influential figures, celebrities, and world leaders, which contributes to their allure. The choice of watch can reflect an individual's personal taste and social standing. During the 2025 Geneva Motor Show, many brands presented exclusive models and collections, designed to appeal to a discerning clientele seeking a badge of status.
2025 has highlighted several trends in the world of watchmaking. Sustainability has become a central theme, with many brands striving to reduce their environmental impact through the use of recycled materials and ethical manufacturing practices. Furthermore, technology continues to influence watch design. Hybrid models, which combine tradition and technological innovation, are gaining popularity.
Collecting luxury watches is an activity that combines passion, investment, and status. The emerging trends and innovations demonstrate the evolution of a sector that continues to surprise and fascinate, both for its craftsmanship and investment opportunities. For collectors, each watch represents not only a fine piece of mechanical engineering, but also a story, a symbol, and a potential value over time.
Blancpain
Fifty Fathoms Tech-nicolors
Designed for depth and styled for summer
The Fifty Fathoms Tech 45 mm debuts in the permanent collection with a new interchangeable rubber strap system in classic black, white, or vibrant orange. The Tech variant, housed in a brushed grade 23 titanium case, embodies that heritage with a bold 45 mm diameter, a helium escape valve, and a 120-click unidirectional ceramic bezel optimized for use with gloves. Its pitch-black dial absorbs up to 97% of light, creating a striking contrast with the block-shaped luminescent indexes.
Blancpain
Fifty Fathoms
An icon declined in the feminine
Blancpain presents two new women's automatic timepieces from the Fifty Fathoms collection, introducing a 38 mm case for the first time. This is not simply a reduction in size: Blancpain has rethought the watch's proportions to create a balanced and harmonious silhouette. The addition of the 38 mm completes the Fifty Fathoms family, offering options for every wrist and paving the way for future models in this size. The iridescent mother-of-pearl takes center stage in these striking new models.
Blancpain
Ladybird Colors Collection
Delicate interpretation of the royal purple shade
Royal purple makes its debut in the Ladybird Colors collection, joining a rich palette of raspberry pink, lilac, midnight blue, coral blue, apple green, peacock green, forest green, turquoise, lemon sorbet yellow, and white. With the Ladybird Colors Violet Royal capsule collection, Blancpain merges watchmaking and jewelry. This trendy purple hue seduces with its sophisticated contrasts and elegantly complements the delicate iridescent pearly mother-of-pearl.
Breguet
Classique Tourbillon Sidéral
Tracking Time Through the Art of the Tourbillon
With the Classique Tourbillon Sidéral 7255 watch, the House Breguet unveils the fourth chapter of the celebrations for its 250th anniversary, revealing its unique tourbillon expertise, inherited from the patent obtained by A.-L. Breguet in 1801. This is the first time that a version with a “flying tourbillon” has been offered, an interpretation also characterised by a so-called “mysterious” design. The choice of the term “Sidéral” recalls the world of the stars, the precision of celestial motions and the measurement of time according to the stars.
Breguet
Classic Subscription
History rewritten in the present
With the Classique Subscription 2025, Breguet introduces its own gold alloy: Breguet gold, a blond precious metal combining gold, silver, copper, and palladium. The case, measuring 40 mm in diameter and 10,8 mm in height, has been redesigned in silhouette and ergonomics. The customary fluting has been replaced by a delicately satin-finished caseband that respects the style of the original timepieces, while the lugs have been curved to better fit the wrist, offering a more fluid look than traditional lugs.
Bulgari
Octo Finest Skeleton 8 Days
Elegant contemporary design
Developed in a Special Edition for Gübelin, this prestigious watch Bulgari It features unique blue accents that enhance its readability. The Octo Finissimo collection marked a turning point in watchmaking history. Its distinctive stepped octagonal profile recalls elements of Roman imperial architecture and features a lightweight yet highly durable titanium look that stands out from the collection's monochromatic gray with its eye-catching touches of blue.
Audemars Piquet
Royal Oak and Royal Oak Offshore
Looking at the sky as a source of inspiration
The ceramic in the shade “Bleu Nuit, Nuage 50” is being launched simultaneously on three references from the Royal Oak and Royal Oak Offshore collections, two of which feature an all-blue look. The sky of the Vallée de Joux has played a fundamental role in the history of Audemars Piguet, inspiring the 'Bleu Nuit, Nuage 50' shade that has now become one of the brand's signature elements. This new hue joins the existing black, electric blue, green, and brown colors, continuing the Manufacture's enduring tradition of craftsmanship in terms of materials and design.
Glashütte Original
Senator Excellence Panorama Date Moon Phase
Elegance for every day
The well-known Senator collection by Glashütte Original is enriched with two new versions: the Senator Excellence Panorama Date Moon Phase is now available with a silver- or copper-colored dial, featuring applied Roman numerals. Connoisseurs of German watchmaking craftsmanship will notice a familiar feel in these new dials. The two handcrafted watches explicitly reference design elements found in Glashütte Original's archives from the 19th and 20th centuries. The 40 mm stainless steel case, with its slim bezel and polished and satin-brushed surfaces, serves not only as an elegant frame but also as a functional container.
Glashütte Original
Moon Serenades
Exaltation of feminine charm
Four new models expand the Serenade Luna line, launched in 2024. These versions with red gold or two-tone cases embody multifaceted contemporary femininity, while the handcrafted mechanical movements offer precision and elegance for every occasion, with a timeless style. The new models are set to become must-haves for women who demand the most from their watch. Common to all models is the exceptional moon phase disc, positioned in the porthole at 12 o'clock. The full moon is displayed in natural mother-of-pearl, while the moonless sky is made of dark gray Tahitian mother-of-pearl, embellished with small, sparkling stars.
Jaquet Droz
Charming Bird Titanium
The bird takes flight again
In 2025, the Charming Bird is reinterpreted with a grade 5 titanium case. It is the world's first musical wrist automaton, made from a metal as modern as it is difficult to work. Jaquet Droz He managed to preserve the distinctive geometry of the case while retaining two unique features: a double sapphire crystal on the dial side to protect the movement and, separately, the automaton bird at 6 o'clock. There's also a thin lateral opening between 8 and 10 o'clock that allows air—and therefore the melody—to circulate from inside the case to the outside. All this with a perfectly executed satin finish.
Jaquet Droz
Tourbillon Skelet Sapphire – Bushidô
The last samurai
Jaquet Droz presents a true masterpiece, crafted in a single piece, taking inspiration from the Japanese warrior's mask, reverently interpreted in its forms and colors. The micro-sculpture takes center stage, emerging in its three dimensions. The use of an all-sapphire case gives the illusion of wearing the mask directly on the wrist. Crafting this case is a true feat in itself: the Tourbillon Skelet Sapphire – Bushidô is 100% Swiss Made, produced in La Chaux-de-Fonds and without screws or inserts. The view of the movement and dial is unparalleled, completely unobstructed.
OMEGA
Water Earth 30 mm
A new chapter in women's watchmaking
The 30mm Aqua Terra collection by OMEGA It boasts twelve references, each unique and each with its own unique design. Among the offerings are five stainless steel models with polished and brushed bracelets, one model in 18K Sedna gold, and three models in 18K Moonshine gold, available in a single version or in three two-tone combinations of gold and stainless steel. Each model It stands out for its vibrant dial with applied hour markers and a date window at 6 o'clock. The complex mechanics of this splendid movement can be admired through the transparent sapphire crystal case back. The 30 mm Aqua Terra collection boasts twelve references, each unique and each with its own unique design.
Rolex
Oyster Perpetual GMT‑Master II
The perfect match
Same material, same color, same shine. The dial and bezel of the new version of the Oyster Perpetual GMT-Master II by Rolex, in 18K white gold, showcases unparalleled continuity. The green Cerachrom dial and the zone symbolizing the hours of the day on the two-tone bezel disc perfectly complement each other, establishing a visual connection that reflects the model's very identity. This new version, with the perfect harmony of dial and bezel, is a further invitation to embrace continuity, transcending distances and time changes.
