The Watch World Went Crazy This Week. Here Are the 10 You Need to See
While Watches and Wonders every April is undoubtedly the watch world's main event of the year, Geneva Watch Days—which inauspiciously launched in 2020, the year Covid was declared a pandemic—is now establishing itself as a serious follow-up. Big brands can hold back key releases and gain valuable space to shout about new pieces away from the horological hubbub of W&W.
A second bite of the marketing apple in the latter half of the year seems like a good idea, as Swiss watch exports declined again in 2025 after a drop in 2024. However, despite America's tariff seesaw, the US is still by far the single largest market for Swiss watches. And, more positively for watch fans, signs suggest the industry downturn could be over.
Here are WIRED's picks of the best watches that dropped this week.
Breitling Navitimer B09 Chronograph 41 Tribute to Miles Davis
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