A historic collaboration between Geneva Tourism, the Grand Prix d’Horlogerie de Genève (GPHG), and Swiss International Air Lines (SWISS) has elevated Swiss watchmaking to new heights – both literally and figuratively.
At an altitude of over 30,000 feet, a one-of-a-kind timepiece was assembled mid-flight on SWISS’ service from Geneva to New York on October 18th. In a specially arranged onboard workshop, a master watchmaker worked alongside the flight crew to meticulously construct the watch, demonstrating Swiss precision and expertise.
This unprecedented feat highlights Geneva’s role as the vibrant capital of fine watchmaking. The unique watch will be displayed alongside 84 other timepieces nominated for the annual GPHG awards, as part of a traveling exhibition promoting Swiss innovation in New York from October 18th-22nd.
Adrien Genier, Director of Geneva Tourism, explained the project’s intent: “As the heart of Swiss watchmaking, Geneva shines a global spotlight on the industry. This exceptional endeavor takes our craftsmanship on a journey.”
Romain Vetter, SWISS Director for Western Switzerland, added: “Assembling a watch at 30,000 ft fuses Swiss reliability and quality across two iconic sectors. SWISS is proud to enable this high-flying showcase of talent.”
The GPHG traveling exhibition allows diverse audiences worldwide to discover horological excellence. Since 2011, it has spanned Bangkok, Beijing, Dubai, Hong Kong, Mexico City, Moscow, Shanghai, Singapore, Sydney, and more.
After New York, the 2023 exhibition will be hosted in Geneva from October 26th-November 12th with public events and workshops celebrating the city’s watchmaking heritage. Geneva offers visitors year-round immersive watchmaking experiences – from tours to hands-on workshops – highlighting an age-old craft now synonymous with Swiss precision and mastery.