Hosting a VIP in Geneva for a watch brand

Watches and Wonders, a one-of-a-kind piece launch, a private evening: how to orchestrate a flawless welcome for a watch house's most distinguished guests.

Why travel is part of the brand image

For a watch house, hosting a VIP in Geneva means taking them on a journey that begins the moment they land. The chauffeur, the vehicle, the welcome at the airport: these are the first seconds, and the ones that last longest.

A brand investing five, ten or fifty thousand francs in an event for a private client cannot afford to leave the first twenty minutes to a generic app.

The three moments to orchestrate

1. Arrival at GVA

Geneva is one of Europe's leading business aviation hubs, with six FBO operators on site, among them Jet Aviation, Signature Flight Support, PrivatPort, Dassault and Swissport. Private passengers pass through the general aviation terminal, which has its own lounges, customs control and direct access to the apron: the vehicle comes right up to the aircraft, without going through the public terminals.

Our chauffeur is in position well before landing, name board at the ready, or deliberately absent, depending on the brief. For a commercial flight, the welcome takes place in the arrivals area, out of photographers' sight if the house so requests.

2. The journey to the venue

Whether it is the brand's headquarters, a partner palace hotel (Beau-Rivage, La Réserve, Mandarin Oriental) or an off-site venue (a private manor, a Michelin-starred restaurant), the journey must be:

• Calm: a quiet vehicle (Mercedes S-Class, V-Class, GLS, Mercedes-Maybach or Range Rover; other models such as Bentley or Rolls-Royce on request through our partner network), with complimentary mineral water and no imposed music.
• Briefed: the chauffeur knows what to say, and above all what not to say, about the brand, the schedule and the other guests.
• Planned: the route avoids congested roads, demonstrations and places where the client might be recognised.

3. Leaving the event

The chauffeur waits discreetly 50 metres from the venue, ready to pull up without delay. The client should never have to wait at the exit. The return to the hotel or the airport follows the client's mood: silence or conversation, tinted window open or closed.

The unwritten rules

• The chauffeur knows the client's name, not their title (unless the brand explicitly asks otherwise).
• No photographs, no testimonials, no storytelling after the event.
• The chauffeur never starts a conversation, but is a warm presence if the client chooses to talk.
• Command of etiquette: opening the door on the pavement side, standing ready at the boot, a correct protocol posture.

Coordination with security teams

For VIPs requiring close protection, we coordinate in advance with your security provider (or recommend one of our partners). A briefing 24 hours ahead, route reconnaissance and a contingency plan in case of incident.

Trade fairs and recurring events

Watches and Wonders Geneva takes place every spring at Palexpo, in Le Grand-Saconnex, over seven days: four reserved for trade visitors, three open to the public. The 2026 edition brought together sixty-six houses, with the return of Audemars Piguet. A point worth knowing: the fair succeeded the SIHH, whose name it replaced at the turn of the 2020s, and has since welcomed houses that used to exhibit in Basel, led by Rolex and Patek Philippe. The old SIHH name is therefore no longer in use.

For that week, as for the great houses' private evenings, we offer complete programmes: a coordinated fleet, hotel-Palexpo shuttles, VIP welcome and unified chauffeur briefings.

“Luxury does not shout. It is felt. AURUM exists for those who have nothing to prove.”

Palexpo logistics in practice

The fair is held at Palexpo, in Le Grand-Saconnex, about ten minutes from central Geneva. What sets it apart is its location: the site is a few minutes' walk from the airport, and Geneva Airport railway station, with frequent connections to Cornavin, is the same distance away.

This proximity is both an asset and a trap. An asset, because a guest who lands can be at the fair within minutes. A trap, because everyone knows it, and the approaches become saturated at peak times on trade days.

On the public transport side:

• TPG lines 5, 50 and 59 serve the “Grand-Saconnex, Palexpo” stop.
• A free shuttle, run in partnership with TPG, operates throughout the fair between the airport, partner hotels and Palexpo.
• On public days, the admission ticket doubles as an Unireso public transport ticket for the whole of Geneva (“Tout Genève” zone).

By car, parking is at the paid P48 car park, with free shuttles to the entrance, P12 being reserved for Premium access holders.

For a distinguished guest, these options share one limitation: they are shared and run to a timetable. A free shuttle is still a shuttle; a remote car park means an extra transfer, suitcase or timepiece in hand. This is exactly where a dedicated vehicle stops being a comfort and becomes a matter of keeping the programme on schedule.

The three scheduling mistakes

Over a fair week, logistics almost always break down in the same places.

• Treating trade days like public days. The first four days concentrate business appointments; the last three, open to the public, completely change the density of traffic around the site.
• Underestimating the end of the day. The houses' private dinners all begin at around the same time, in town, from the same starting point. A vehicle already waiting is worth more than one you have to call.
• Forgetting the return. A guest leaving at the end of the fair often leaves at the same time as several hundred others. The departure time is decided in advance, not on the day.

Frequently asked questions

When is Watches and Wonders Geneva held?

Every spring, at Palexpo in Le Grand-Saconnex, over seven days: four reserved for trade visitors, followed by three open to the public. The 2026 edition brought together sixty-six houses, with the return of Audemars Piguet.

Does the SIHH still exist?

Not under that name. The Salon International de la Haute Horlogerie has given way to Watches and Wonders Geneva, which has since welcomed houses that used to exhibit in Basel, led by Rolex and Patek Philippe. The SIHH name is no longer used.

How should a guest arriving by private jet in Geneva be welcomed?

Geneva is one of Europe's leading business aviation hubs, with six FBO operators on site. Private passengers pass through the general aviation terminal, which has its own lounges and customs control, with direct access to the apron: the vehicle comes right up to the aircraft.

Can a chauffeur sign a non-disclosure agreement?

Yes. Contractual confidentiality applies to every journey, and a non-disclosure agreement can be signed personally by the chauffeur assigned to your house, on request.

Can we keep the same chauffeur for an entire event?

Yes, and it is standard practice on multi-day assignments. The same chauffeur and the same vehicle are assigned for the duration, which avoids repeated briefings and ensures consistent service from one journey to the next.

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