The 2024 edition of Watches and Wonders, held between April 9 and 15 in Geneva, generated $50.7 million in Media Impact Value, according to the latest data analysis from Launchmetrics.
Rolex, Cartier, and IWC Schaffhausen were the biggest winners when measured by the Media Impact Value generated during the timepiece fair, raking in $10.2 million, $5.9 million, and $5.2 million in MIV, respectively. They were followed by Piaget, Tag Heuer, Tudor, Patek Philippe, Charriol, Jaeger-LeCoultre and Hublot.
Regarding MIV generated through the brand’s own media channel, Rolex, Tudor, Hublot, IWC Schaffhausen and Chanel were the top performers.
Veteran model Gisele Bündchen, an IWC Schaffhausen ambassador since 2022; Singaporean actor Desmond Tan; tennis player Garbiñe Muguruza, who attended the fair with Rolex, and “Dubai Bling” star Jwana Karim were among the top celebrity MIV generators. Other major stars who visited the fair included Kylian Mbappé, Apo, Lee Jun-ho, and Jackson Yee.
Under the influencer bracket, Mike Nouveau, Teddy Baldassarre, Roberta Naas, and Derek Mon stood out. A top placement came from an Instagram Reels video posted by Naas about the latest Van Cleef & Arpels Lady Arpels Brise D’Été watch, gaining more than 816,000 likes and generating $335,000 in MIV.
Looking at contribution by region, China contributed 20 percent of the total Media Impact Value, $10 million, during Watches and Wonders. It represented an 18 percent increase in placements since 2023. China was followed by the U.S. and Switzerland.
A key takeaway picked up by Launchmetrics at this year’s Watches and Wonders is that the presence of the media voice is gaining momentum.
“Leveraging the media voice helps amplify brand narratives and positions Watches and Wonders as a focal point in global industry conversations,” said Launchmetrics.
Media Impact Value is a proprietary algorithm created by Launchmetrics to measure and benchmark the impact of all media placements and mentions across owned media, partners, influencers, celebrities, and media in the fashion, luxury, and beauty industries.
