Watches and Wonders 2025

We once again visited the premier watch exhibition in Geneva, marking another significant event for our company. The main purpose of the trip was to seek out new brands for future collaboration. Over three intense days, we successfully held 15 meetings with representatives of promising brands, whose names we are keeping secret for now. Of course, we also met with our current partners, including Bovet, Montblanc, Jacob & Co, Aerowatch, Norqain, Armand Nicolet, Delbana, Cover, and Swiss Military.

The stands of leading global brands such as Vacheron Constantin, Jaeger-LeCoultre, and Piaget made a particularly strong impression. Typically, stand designs are updated every three years due to high costs, yet this year these brands decided once again to surprise exhibition visitors with original and vibrant presentations.

The unique design installation by Cartier also captured our attention — a wall featuring a leopard seemingly "crumpling" the surface, highlighting a central piece from the leopard-themed collection.

A critical insight from the trip was recognizing the current challenges facing the luxury watch market. The recent introduction of high import tariffs on European products by Donald Trump has significantly complicated the position of Swiss brands in the U.S. market. The U.S. is a key market for Swiss watchmakers, accounting for approximately 16.8% of total watch exports, equivalent to around 4.4 billion francs annually. The introduction of a 31% tariff significantly raises the price of watches bought directly from Switzerland for shipment to the U.S. For instance, a watch costing 20,000 francs will now incur an additional tariff of approximately 6,000 francs, substantially increasing the final price for American consumers.

Due to this situation, Swiss brands are actively exploring alternative markets, including Central Asia. This trend opens excellent opportunities for the development of the watch market in our region, something that certainly delights Bizcon Group.

During the exhibition, we presented our partners with the "Book of Swiss Watches," created with the support of the Soat Uyushmasi Watch Association. This is the first "Encyclopedia of Watches" within the CIS region, and we believe it will significantly contribute to developing watch culture both in Uzbekistan and throughout Central Asia.

Stay tuned for more details and secrets brought from Geneva, which we will reveal soon!

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