During our latest trip to Geneva for the incredible watch week surrounding Watches and Wonders Geneva, we had the pleasure of sitting down with Christian Wipfli, Founder and Director of Time to Watches.

As a platform built to explore the DNA behind everything watches, this conversation felt especially meaningful for us at WatchDNA. Beyond the watches themselves, we always love learning about the people, passion, and stories that shape the industry.

From Baselworld’s End to a New Beginning in Geneva

When asked about the moment he first decided to create his own watch exhibition, Christian explained that the idea came during the COVID period while working in event management.

Following the cancellation of Baselworld and the migration of major brands toward Geneva, he quickly recognized a major gap in the industry.

Many independent and smaller brands simply did not have access to the main exhibitions.

Christian explained that, without a central place to gather, many brands would have been forced to organize their own presentations in different locations across the city. For visitors, this would mean losing valuable time moving from one point to another.

That realization became the foundation of Time to Watches: creating one central, human-focused event dedicated to independent watchmaking during Geneva watch week.

A Human-Centered Watch Event

One of the most interesting parts of our conversation was hearing Christian describe the atmosphere he wants the event to create.

Unlike larger trade shows that can sometimes feel overwhelming, Time to Watches was designed to remain approachable, connected, and personal.

And honestly, after spending time at the show ourselves, we could not agree more.

The atmosphere throughout the exhibition felt welcoming and authentic. Conversations happened naturally between founders, collectors, media, retailers, and enthusiasts — exactly the kind of spirit we believe helps the watch community continue to grow globally.

Growing Closer to the Heart of Geneva Watch Week

Christian also shared how the show evolved from its original location at the Geneva University of Art and Design, also known as HEAD, to its current home much closer to Palexpo.

Geneva University of Art and Design

The original venue made perfect sense thanks to the university’s strong connection to watch design education. But as the event continued growing, moving closer to the centre of Geneva watch week became the logical next step.

Villa Sarasin

That proximity now allows visitors to easily move between the larger exhibitions and the independent brands showcased at Time to Watches.

Expanding to Las Vegas

One of the biggest announcements this year is the launch of Time to Watches Las Vegas in partnership with the renowned Couture Show.

Christian explained that the collaboration happened naturally after meeting the Couture team and realizing both organizations shared a similar vision and philosophy regarding event management.

While the Geneva edition remains very international and community-focused, the Las Vegas edition will provide brands with an important gateway into the U.S. market.

For many independent brands, this creates exciting new opportunities for both B2B and B2C exposure depending on their strategy.

The Alexander Award: Celebrating Watch Storytelling

Perhaps one of the most exciting parts of the interview was learning about the newly launched Alexander Award.

Unlike traditional watch awards focused purely on technical achievements or design, this award aims to recognize excellence in communication and storytelling within the watch industry.

Campaigns, photography, videos, social media, and creative storytelling all become part of the conversation.

At WatchDNA, this truly resonated with us.

We have always believed that watches are much more than specifications or movements. They are stories, emotions, heritage, creativity, and human connection. Recognizing the people behind those stories is something the industry absolutely deserves more of.

The first Alexander Award ceremony is expected to take place later this year in December.

Why Conversations Like This Matter

One of the reasons we created WatchDNA was not simply to showcase watches, but to better understand the people and ideas shaping the future of the industry.

Meeting founders like Christian Wipfli reminds us how much passion, risk-taking, and vision goes into building these platforms and events for the community.

As always, the goal is not competition—it is collaboration.

The watch industry grows stronger when brands, creators, retailers, media, collectors, and organizers work together to create meaningful experiences for the global watch community.

A huge thank you again to Christian and the entire Time to Watches team for welcoming us during our time in Geneva.

We already cannot wait to see what comes next — both in Geneva and now in Las Vegas.