ALEXANDER AWARDS: TEN PERSPECTIVES FOR THE FIRST JURY
The Alexander Awards are preparing to celebrate their inaugural edition in Geneva on December 2, 2026. Dedicated to talent in watchmaking communication, the awards aim to recognise initiatives that contribute to increasing the visibility, reach and impact of watchmaking through campaigns, content, collaborations and brand experiences.
For its inaugural edition, the Alexander Awards have brought together ten personalities with different backgrounds and expertise in fields including watchmaking, media, luxury, communications, entrepreneurship and collecting. Under the chairmanship of Serge Maillard, the jury will bring different perspectives to the evaluation process.
An international jury with different perspectives
The composition of the jury reflects the intention to bring together voices from different areas. Journalists, advertising professionals, entrepreneurs, executives, content creators and collectors will assess the projects from the perspective of their own experience and expertise.
The members will share the same evaluation process, while bringing perspectives shaped by their respective professional backgrounds within and around the watch industry.
The ten members of the jury
Serge Maillard, Chairman of the Jury

Publisher and CEO of Europa Star, Serge Maillard represents the fourth generation of his family at the helm of the watch publication founded in 1927. A journalist and industry observer, he combines deep knowledge of watchmaking with media expertise and an international outlook. He is also behind The Watch Library, which provides online access to watchmaking archives, and Reloved, a publication dedicated to circular design.
Andrea Machalova

Andrea Machalova is Deputy Editor-in-Chief and Head of Bilan Luxe. She has covered watchmaking and luxury from a journalistic perspective for many years. Her expertise is rooted in an in-depth knowledge of brands, their leaders and the communication challenges they face.
Eléonor Picciotto

Watch and jewellery journalist, influencer and founder of The Eye of Jewelry, Eléonor Picciotto has been exploring the worlds of watches and jewellery for more than a decade. Through her platform and social channels, she highlights new creations, meets the people behind them and brings both expertise and a personal perspective to brands and the way they communicate.
Jean Valentin

Jean Valentin is at the helm of Extreme Group and has worked in advertising and the creative industry for more than 30 years. As an entrepreneur and investor, he works with brands to build their image and shape the way they communicate.
Lara Poppy

CEO of LiveTeams, Lara Poppy leads a communications agency specialising in public relations, events and brand activations. Her work focuses on turning strategies into experiences and creating opportunities for brands to engage with their audiences.
Marc-André Deschoux

Marc-André Deschoux is the founder of Watches TV and Horopedia. For more than 20 years, he has been telling stories about watchmaking through images. As a journalist and entrepreneur, he has developed extensive knowledge of the people, crafts and stories that form part of the industry.
Omar Traboulsi

Independent collector, brand consultant and creator of The Wrong Wrist, Omar Traboulsi has more than 25 years of experience in watch collecting and close ties with collectors and watchmakers around the world. His perspective focuses on emotion, craftsmanship, authenticity and the stories watches create, beyond hype, status and market trends.
Stéphane Waser

Stéphane Waser is an international executive in the watch and luxury sectors, with more than 25 years of experience in brand strategy, marketing, commercial development and international management. He spent 18 years with Maurice Lacroix, including 12 years at the helm of the brand, where he contributed to its repositioning and international development.
Timothée Bonnin

President of Watch Club Business School, Timothée Bonnin operates at the intersection of watchmaking, education and a new generation of enthusiasts. Through his network, he helps connect students and young professionals with the industry and build bridges with its key players.
Vasu Kulkarni

Vasu Kulkarni is a passionate collector who brings to the jury the perspective of the customers and enthusiasts brands ultimately speak to. His outlook is shaped by curiosity, a deep knowledge of watches and a sensitivity to what creates emotion, desire and lasting impact, across both the primary and secondary markets.
From individual assessment to debate in Geneva
Before being considered, projects must meet the eligibility criteria for their respective categories. Each member of the jury will then assess the submissions individually through a digital platform, using criteria including creativity, strategic coherence, quality of execution and impact.
At the end of October, the nominees in each category will be announced and submitted to a public vote for the Public Choice Award. The next stage will be the debate, with the jury meeting in Geneva to compare their choices, discuss the strongest projects and select the winners of the nine categories.
The process will also determine THE GREAT!, an award presented to the most remarkable project across all categories.
A final opportunity to submit projects
The Alexander Awards have extended the entry deadline to September 30, 2026. Brands, agencies, media, content creators, retailers, influencers and emerging talents can submit their work in one of the nine categories. The entry fee is CHF 350.
The inaugural edition of the Alexander Awards will take place in Geneva on December 2, 2026. With a jury composed of ten personalities from different areas of the industry, the awards aim to bring together a range of perspectives on the way watchmaking communication continues to evolve.
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