While Watches and Wonders in April is the watch world's main event, Geneva Watch Days, launched in 2020, is now carving out a significant niche. Big brands are using this second-half-of-the-year slot to unveil new releases, away from the horological hubbub of the main event. The industry seems to be on the brink of recovery from its downturn, and a new market is opening up with the US still being the largest market for Swiss watches despite trade tensions.

The Breitling Navitimer B09 takes inspiration from the iconic 1960s watch worn by Miles Davis, with a modern twist. Limited to 500 pieces, the stainless steel on calf leather strap model starts at $8,900, with the bracelet version costing $9,600. Casio's G-Shock GAC-2500 series, a resin analog watch inspired by the G-Shock's DNA and the Patek Philippe Nautilus, could potentially dominate social media.

Oris' new Muppet collaboration with Gonzo the Great is a rework of the ProPilot X, with the watch priced at $10,500. Zenith's Solo Sport diver watch, with its El Primero movement, offers a 40-mm steel diver with 200 meters of water resistance and a unidirectional rotating ceramic bezel. Hamilton's Interstellar Murph has a dappled 'comet-inspired' face, a nod to Christopher Nolan's film, priced at $995. Ming Thein's brand, named after the de Havilland Comet, features a 40-mm stainless-steel worldtimer with a unique time adjustment system, priced at $10,875 for the Polymesh bracelet version.

Tudor's reissue of the Northflag, a 2015 model with one of the company's in-house movements, now sports a 24-hour hand for a second time zone. The 40-mm watch, priced at $5,525, also features blue lume and a Tudor T-Fit micro-adjustment in the clasp. Finally, Bulgari's Octo Finissimo, a 40-mm sandblasted titanium case, is a 80-piece limited edition, super-thin watch, currently winning awards.