Luxury Watchmakers Unveil High-End Creations at Watches and Wonders 2025

The luxury watch industry has proven that it’s not slowing down, despite a 3% decline in sales revenue and a 10% drop in units sold last year. The industry’s growth was fueled by post-COVID revenge shopping, but now it’s facing new challenges, including a strong Swiss franc and the threat of tariffs on Swiss imports.

At the recent Watches and Wonders 2025 fair, luxury watchmakers showcased their latest creations, and the trend was clear: more gold, more precious metals, and more high jewelry paired with fine watchmaking. Brands like Rolex, IWC, and Jaeger-LeCoultre leaned heavily on precious metals to maintain high price points and uphold luxury codes.

One of the notable trends at the fair was the comeback of yellow gold, with many brands opting for the classic color instead of the more popular rose gold. Platinum was also a popular choice, with brands like Zenith and Vacheron Constantin using it to create commemorative models.

Color is becoming a major trend in the luxury watch industry, with brands like TAG Heuer and Hublot introducing bold, pop-inspired designs. TAG Heuer’s Formula 1 Solargraph, for example, features a new material called TH-Polylight in pop hues like yellow, red, and blue.

Artistic and high jewelry timepieces were in full view at the fair, with brands like Jaeger-LeCoultre and Van Cleef & Arpels showcasing their latest creations. Jaeger-LeCoultre’s Reverso Tribute Enamel Shahnameh, for example, paid homage to the Persian epic poem, Shahnameh, with a miniature illustration on the caseback.

Despite the trend towards larger watches, many brands at the fair opted for smaller case sizes, with 38-40 mm being the dominant size. This trend is expected to continue, with brands like TAG Heuer and Frederique Constant introducing new models with smaller case sizes.

The luxury watch industry is showing no signs of slowing down, with brands continuing to innovate and push the boundaries of luxury watchmaking. While the industry faces new challenges, including a strong Swiss franc and the threat of tariffs, it’s clear that luxury watchmakers are committed to maintaining their high standards of quality and craftsmanship.