Watches & Wonders is never just a fair. It’s a rhythm, a momentum, a concentration of energy that defines the year ahead. For Sparkling PR, this year’s edition was once again a week of precision, connection, and relentless pace.
OUR WORK ON THE GROUND
This year, the agency represented three of our clients: Eberhard & Co., Schwarz Etienne, and Minase. Each with its own identity, storytelling, and audience. Eberhard & Co. presented the Scafograf 200 MCMLIX, a reinterpretation of the brand’s iconic 1959 diver, now in a refined 39mm case with ceramic bezels and a new Milanese mesh bracelet. Minase stepped beyond the wrist entirely, unveiling two made-to-order pocket watches, Asagimadara and Phoenix, with dials crafted through the traditional Wajima maki-e lacquer technique. Schwarz Etienne introduced the 1902 Synergy by Peter Speake, a limited edition of 88 pieces featuring a multi-layered dial with ultra-thin sapphire elements and an in-house calibre with a 120-hour power reserve. Every presentation was an opportunity to translate watchmaking into something that resonates beyond the technical: into emotion, into narrative, into coverage. Discover what our brands unveiled in Geneva.
None of it happens by chance. Weeks before the fair, PR objectives are defined, international roadmaps are built, press appointments are secured, and the first conversations with media are already underway. By the time Geneva begins, the groundwork is laid.
Once there, operations moved constantly between the Watches & Wonders halls and the Hotel Beau Rivage, creating a seamless flow of appointments across both locations. Days merged into one continuous movement, averaging more than 16,000 steps daily, as the team navigated scheduled meetings, last-minute requests, and the kind of spontaneous opportunities that only happen when you’re in the right room at the right moment.
Over the course of the week, Sparkling PR connected with more than 100 journalists from across the globe, welcoming media from all five continents. Conversations unfolded in English, French, Spanish, and Portuguese, sometimes within the same meeting, a reflection of how genuinely international this event has become.
Behind the scenes, the details carried equal weight: watch dials carefully wiped dozens of times to hold up under every lens, over 70 cups of tea keeping the pace steady, and the words hands and movements repeated more than 250 times, the quiet vocabulary of the craft.
This edition also marked personal milestones. Marina attended her 16th Watches & Wonders, a measure of the long-standing relationships and deep industry knowledge she brings to every conversation. Maria was present for her third, adding sharp focus and fresh perspective to the team’s work.
WHAT HAPPENS AFTER THE FAIR
What remains after a week like this is not just fatigue. It’s clarity: on positioning, on media resonance, on the conversations that will shape the months ahead.
Watches & Wonders is where stories begin. Sparkling PR’s role is to make sure they continue, with the right voices, in the right places, at the right time.
Because the work doesn’t stop when the fair does. What follows is just as deliberate: post-event press communications, targeted media follow-ups, and ongoing editorial placements across international markets. Hundreds of calls, reports to brands, and conversations kept alive until they become published stories.
See how we work at trade shows and beyond.
Follow the story as it unfolds. Find us on Instagram or explore our work at sparklingpr.com.