The Watch World Went Crazy This Week. Here Are the 10 You Need to See

Key Points:

• Geneva Watch Days, launched in 2020, is gaining prominence as a key event for watch brands to showcase new releases away from the crowded Watches and Wonders in April, offering a second marketing opportunity amid a challenging market.
• Swiss watch exports declined again in 2025 after a drop in 2024, but the US remains the largest market despite tariff fluctuations, with early signs indicating the industry downturn may be ending.
• Notable new releases include Breitling’s Navitimer B09 Chronograph 41 Tribute to Miles Davis, a limited edition inspired by a 1960s model priced around $8,900-$9,600, and Casio’s G-Shock “CasioNaut” series, a resin analog watch echoing Patek Philippe’s Nautilus, launching at about $134.
• Other highlights are Oris's ProPilot X Gonzo Edition with subtle Muppets-themed design at $10,500, Zenith’s more accessible Chronomaster Solo Sport diver watch priced at $9,800-$10,900, and Hamilton’s upgraded Khaki Field Murph with a cosmic-inspired dial for $995.
• Additional releases include the innovative Ming 57.05 Comet worldtimer with a daylight saving adjustment system, Tudor’s revived Northflag with a second time zone at $5,525, Bulgari’s laser-engraved Octo Finissimo “Dazzle” limited edition at $18,300, Gallet’s Flying Officer models starting at $2,900, and Hublot’s Big Bang Original Soft Touch featuring a velvet-like rubber case for $29,000.