BRIDGET BURNS In 2020, when industry insiders would have flocked to Geneva to view the newest offerings from luxury watchmakers, the Watches and Wonders event was overshadowed by COVID-19. Instead, many brands took a step back and showed quietly at their own pace, speculating about how the industry might be affected by an unprecedented pandemic. With vacations, weddings and graduation parties coming to a shrieking halt, many consumers commemorated personal milestones instead with luxury purchases. Once again, watches drew back attention lost to a generation who seemingly valued experiences over timepieces.
Enter this year s Watches and Wonders. The Geneva-based showcase, running virtually from April 7-13, is basically the fashion week of luxury timepieces and this year, the timepieces did not come to play. From Hublot s completely transparent sapphire model and Cartier s colorful new take on the Tank to Rolex s ultimate diamond flex, the watchmakers seemed to be having a real ti