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So I had the joy to attend Geneva Watch Days – a brave and most welcome initiative spearheaded by several well-known watch brands, which presented their novelties to journalists, retailers and watch afficionados.

True, it was not the size of Watches & Wonders or Baselworld, but all the good things were there: the watches, the smiles, the joy of seeing each other after a long time. Every brand had a smaller, intimate space where they presented the watches and where there was enough light, air and room so that everybody could feel safe and taken care of.

Although these are hard times, all the brand officials that I spoke to were smiling, calm, full of confidence, plans and ideas for the future. I managed, in the space of a couple of days, to have more meaningful conversations than I did at the big watch fairs. People were more open, more forthcoming, more attentive.

And the watches. Yes, the watches. One upside of the crisis, if I may say so, is that the brands only came out with good, solid, valuable watches. Watches that make sense. Watches that will make their owner proud and happy even after ten or twenty years. Gone were the watches born after marketing briefs, the trendy watches that look so passe and dated in the following year, the bling watches, the nonsense watches.

I loved Breitling’s Endurance Pro, a new range aimed at athleisure, meaning people who want to move, but maybe not necessarily Ironman champions 😊 Bright, light, sporty, happy – these are watches that will help Breitling win more fans and more market share.

Bulgari is another brand that came with a no-nonsense, well-done collection – I liked the monochromatic Octo Finissimo and the quiet but elegant entry-level Aluminium watches. Nice work on the Serpenti Seduttori, as well.

Moser is, as always since the first time I saw them in Basel, a feast for the eyes and the wrist. I loved the Streamliner Centre Seconds, with its Matrix green fume dial (perhaps also because sometimes it feels like the Matrix these days). And I was happy to try on the Streamliner Flyback Chronograph and, of course, the incredible LM101 MB&F x H. Moser. And also two other beautiful watches that I cannot write about just yet 😊

Urwerk was great, as always, the Raptor will surely fetch a lot of money at the charity auction. My absolute favorite and quite wearable by a determined woman such as myself was the EMC TimeHunter, aka Desert Sage. I absolutely loved the case.

There were more brands (Ferdinand Berthoud, Czapek, Girard-Perregaux, Carl F. Bucherer) that I will have the pleasure to write about in Lifetime Magazine, where I hope that you will have the pleasure of reading about them.

#rewindandforward #timetomoveon

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