ALEXANDER AWARDS: A NEW RECOGNITION CELEBRATING THE TALENT BEHIND WATCHMAKING COMMUNICATION
The watch industry is experiencing a period of transformation. Beyond technical excellence, artisanal craftsmanship, and mechanical innovation, brands today compete for something equally important: the ability to inspire, connect, and create meaningful conversations.
With this vision in mind, the Alexander Awards have been created, a new initiative dedicated to recognizing the professionals and projects that are redefining communication within the watchmaking industry.
The first edition of the awards will take place on December 2, 2026, in Geneva, bringing together brands, agencies, content creators, photographers, videographers, specialized media, and influencers for an evening dedicated to creativity and innovation.
When Communication Becomes Part of the Product
Over the years, communication has evolved from a supporting function into a fundamental element of every successful watch launch.
Advertising campaigns, social media, strategic collaborations, brand experiences, and digital formats have become essential tools for building identity and generating desire around a timepiece.
Yet despite its growing importance, this field has lacked a dedicated platform for recognition within the industry. The Alexander Awards aim to fill that gap by shining a spotlight on the people behind the images, narratives, and experiences that bring watchmaking to new audiences.
Discover the story behind the Alexander Awards through our exclusive interview with Christian Wipfli, recorded at Time to Watches Geneva 2026.
More Than an Awards Ceremony
According to its organizers, the Alexander Awards are intended to be much more than a competition.
The goal is to create a meeting point for the entire watchmaking community, encouraging the exchange of ideas and the development of new collaborations.
The event is designed as an open and inclusive gathering where professionals from different disciplines can share experiences, build connections, and celebrate the role communication plays in the growth of the industry.
Eight Categories Recognizing Creative Excellence
The awards will honour outstanding initiatives across eight categories that reflect the many ways watchmaking is expressed today:
Alexander Awards Categories
Brand Experience & Retail
Outstanding retail spaces, events, exhibitions, boutiques and immersive brand experiences.
Campaign
Creative advertising campaigns that build brand awareness, desire and purchase intent.
Content Series
Original podcasts, video series and documentaries that educate, entertain or inspire watch enthusiasts.
Corporate Social Responsibility
Campaigns showcasing meaningful social, ethical or environmental initiatives.
Editorial, Publishing & Literature
Excellence in magazines, books, newspapers, catalogues and other editorial publications.
Film, Video & Animation
Exceptional visual storytelling created to promote a brand or product.
Partnership & Influence
Innovative collaborations with ambassadors, creators, organizations or institutions.
Photography
Outstanding individual images or photographic series combining creativity, technique and storytelling.
Technological & AI Innovation
Innovative use of AI, AR, VR, blockchain or other technologies to enhance communication and customer experience.
These categories aim to recognize both creativity and the ability to generate impact and relevance within the watchmaking community.
THE GREAT: The Highest Distinction
Above all categories stands THE GREAT, the most prestigious award of the Alexander Awards.
Inspired by the legacy of William the Conqueror, this distinction will honor the most outstanding project of the year, regardless of category.
It is reserved for initiatives that stand out through their originality, creative strength, and lasting impact.
In addition, the awards will feature a Public Choice Award, allowing collectors and enthusiasts to vote for their favourite projects, as well as a Young Talent Award dedicated to highlighting the next generation of industry professionals.
Looking Toward the Future
One of the most compelling aspects of the initiative is its commitment to connecting watchmaking with emerging creative talent.
The Alexander Awards seek to build bridges with design schools, communication programs, and content creators, encouraging fresh ideas and new perspectives within an industry that continues to evolve.
According to founder Christian Wipfli, the objective is to create a space where the community can come together, exchange knowledge, inspire one another, and explore new ways of communicating the passion for watchmaking.
The Beginning of a New Tradition
With submissions open until, the Alexander Awards are preparing to write the first chapter of an initiative dedicated to celebrating the talent that shapes modern watchmaking communication.
At a time when communication is as important as the products themselves, these awards aim to recognize those who transform watches into stories, campaigns into experiences, and brands into cultural references.
The date is set: December 2, 2026, in Geneva. An evening dedicated not only to watchmaking but also to the people who give it a voice and help it resonate with audiences around the world.
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