American Marketer


Watchmakers return to Hong Kong for invite-only haute horlogerie event

September 26, 2014

Van Cleef & Arpels' Watches & Wonders 2014 invitation Van Cleef & Arpels' Watches & Wonders 2014 invitation


Thirteen top watchmakers are returning to Hong Kong Sept. 30 through Oct. 2 for the second annual Watches & Wonders exhibition.

The haute horlogerie fair is invitation only and provides watchmakers with a nice space to display their timepieces among a discerning Asian audience. Given that the event is private, brands can be assured that their pieces will be seen by true brand enthusiasts and watch collectors.

It’s time
Held at the Hong Kong Convention and Exhibition Centre, Watches & Wonders will feature A. Lange & Söhne, Audemars Piguet, Baume & Mercier, Cartier, IWC watches, Jaeger-LeCoultre, Montblanc, Panerai, Piaget, Richard Mille, Roger Dubuis, Vacheron Constantin and Van Cleef & Arpels. These 13 watch maisons also participated in the inaugural event (see story).

Presented by the Exhibitor Committee of the Salon International de la Haute Horlogerie (SIHH), the event will feature cultural exhibits as well as branded displays. For 2014, Watches & Wonder’s cultural exhibit is called “Horology, A Child of Astronomy,” which explores the parallels between the celestial bodies and the measurement of time.

Similar to last year, participating brands are using social media to invite followers to Watches & Wonders. For instance, Van Cleef & Arpels invited its enthusiasts to the event to witness “Poetic Astronomy,” a new chapter in its watchmaking history.

Vacheron Constantin used a similar approach by touting an experience to be had at Watches & Wonders to drive consumer interest.

Watches & Wonders 2013

Hong Kong is an ideal setting for Watches & Wonders due to the consumer interest in haute horologie.

Digital Luxury Group’s tenth annual World Watch Report 2014 found that the BRIC markets continued to fuel the demand for luxury watches. Countries such as China, Russia and India had the highest year-to-year increases with China seeing an increase demand of 59.4 percent (see story).