At Geneva Watch Days 2023, CEOs of Bulgari and Breitling fuelled the fire of an ongoing rivalry with Watches and Wonders. The comments come as Swiss watchmaking’s calendar fills up with more events both in Switzerland and abroad.

High-profile collectors from sports, music and cinema have helped luxury watches shake off their dusty image and reach younger, more diverse clients. How are brands navigating the shift?

Omega’s sales have recovered and surpassed pre-Covid levels, CEO Raynald Aeschlimann said. But aggressive price hikes, step-and-repeat marketing and an authenticity scandal could challenge the Swatch-owned brand’s ascent.

Can luxury fashion’s biggest brand become a fine watchmaking powerhouse? Jean Arnault is betting on the relaunched Tambour model to lead a push upmarket.