Watch Brands Sure Know How to Party

GQ is reporting from the Watches & Wonders conference in Geneva this week. Click on right here to learn all our protection from the occasion or join the Field + Papers publication to get the newest in your inbox.

Everybody at dinner was warned there was going to be a gunshot, however all of us jumped and some even shrieked on the sound of the bang. The sound signaled the beginning of a motorbike race, and because the younger cyclists bent across the velodrome I turned again to my “native” veal, per the menu, with morels and smoked carrot. This was the scene at Tudor’s celebration Tuesday night time throughout Watches & Wonders week. The night time was extra proof that there actually isn’t any celebration like a watch-brand celebration. 

Once we arrived on the location, which was guarded like a state secret, the room was large however nondescript. Towering black curtains hung from the ceiling throughout us, forming a sq. the scale of half a soccer subject. We politely sipped champagne till the servers directed us to take a seat down for dinner. The curtains abruptly dropped, revealing the velodrome and Tudor’s biking crew rushing alongside it. The crew then participated in 4 completely different racing occasions—the Keirin, an elimination race, the “Longest Lap,” and a crew dash—whereas we loved dinner. 

Watch events defy actuality even after they’re extra lowkey. On Monday, within the basement of the Rolex HQ, waiters handed round veggie samosas and arancini and the bartender made the strongest gin & tonic I’ve ever tasted. This was a way more informal occasion however even right here, on the stage on the entrance of a room the place a band performed dwell music, have been the big Oscars statues from the precise Oscars. They have been pushed up from London, the place they occurred to be, for the occasion. 

Irrespective of the environment, although, these events often boil all the way down to the identical factor: a bunch of parents standing round speaking about which new watches they like from the honest. I’ve heard loads of the identical: Cartier’s stuff is nice—notably the platinum Normale on the bracelet; the brand new 37mm Tudor Black Bay 54 will promote extraordinarily nicely; Tag Heuer is killing it with their new chronographs. One influential determine known as the A. Lange & Söhne Odysseus Chronograph essentially the most fascinating factor within the honest by a mile. Right here’s every part else value noting from the second day of Watches & Wonders.

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