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GMT magazine has organized a fall itinerary with visits to several high-end brands and exhibitions.
Rather than the lions and rhinos that most safaris seek, the GMT Watch Safari is going in search of great watchmaking this fall.
Sponsored by the Swiss magazine Great Magazine of Timepieces, best known as GMT, the trip is scheduled from Oct. 27 to Nov. 1. Travelers will be taken by minibus around Switzerland’s important watchmaking hubs: from Geneva to Schaffhausen, through the Vallée de Joux and to Le Locle, a UNESCO World Heritage site. Nine top Swiss watchmakers are scheduled to open their doors to the tour.
Twenty-four places are available, a number chosen to match the 24th anniversary of the magazine’s debut.
Brice Lechevalier, GMT’s founder, said he believed the Watch Safari experience would exceed that of other watchmaking tours, which tend to last two to four days and usually involve people from the same collector’s club or country.
“Here the idea is to gather everyone from around the world — ideally from all 24-time zones — in Switzerland,” he said. “I always have ideas for getting watch fans closer to the watch industry — to get people together.”
The itinerary includes visits to the museums at Omega and Audemars Piguet, and to the newest wing at the Hublot factory, as well as the historic headquarters at Zenith. Among the scheduled social occasions are a visit to a private exhibition, followed by a cocktail party, at Piaget; a factory visit and wine tasting at Jaquet Droz; and meetings with several chief executives.
And the tour is scheduled to end with a private tour of an exhibition featuring the watches nominated for the 2024 Grand Prix d’Horlogerie de Genève, an annual industry award event held in Geneva.
The trip also is to feature the debut of a new wristwatch, a 24-piece limited edition collaboration between GMT and H. Moser & Cie. Mr. Lechevalier said the stainless steel mechanical timepiece would have a GMT function, which simultaneously shows the time in two zones.
Maximilian Büsser, the founder of the MB&F brand, said he was not surprised that watch tourism was growing in popularity because it was about connecting with people. (The tour is to visit the brand’s headquarters, called M.A.D. House, a century-old villa just outside Geneva.)
“You can put as much pragmatism you want around us, but we are still emotional animals where adrenaline, dopamine, serotonin and hormones basically define us,” he said. “Watchmaking is a 100 percent emotional mechanical object.”
“It’s basically a crossroad between engineering, humanity and beauty.”
The trip, starting at 3,900 Swiss francs ($4,355), covers shared-room accommodation and meals; flights to Switzerland are not included.