Geneva Watch Days 2025 — Scarlett Baker Checks In

Summary

Podcast Summary: The Real Time Show

Episode: Geneva Watch Days 2025 — Scarlett Baker Checks In

Date: September 5, 2025
Host(s): Rob Nudds, Alon Ben Joseph
Guest/Co-host: Scarlett Baker

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Overview

In this lively episode of The Real Time Show, Rob Nudds welcomes back co-host Scarlett Baker for an impromptu, dynamic check-in from their glass igloo studio at Geneva Watch Days 2025. Scarlett, fresh from a whirlwind of brand visits, shares her hot takes, highlights, and behind-the-scenes stories from the watch world’s most vibrant fair. The conversation covers standout releases (Bulgari, Dennison, Ferland Mari), the evolution and growing scale of Geneva Watch Days, and the energetic community atmosphere that defines this unique event.

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Key Discussion Points & Insights

1. Scarlett’s Whirlwind Brand Tour

[00:24 – 03:32]

• Scarlett has been “running around like a mad woman” visiting numerous brands exhibiting at Geneva Watch Days, mainly headquartered at the Beau Rivage.
• She’s prepping to moderate a panel for the FHH’s new accreditation duel, where audience members compete against watch influencers (Iam Casa Nicholas, Ansel Le Rabiers, Bryn from Dimepiece) for FH accreditation in a rapid-fire quiz format.
  • Scarlett: “I’m about to go and moderate a panel for the FHH for the new accreditation… guests in the audience that can basically take on these influencers.” [00:47]
• Scarlett details how the quiz has three levels of increasing difficulty. If attendees manage to beat the experts, they gain the prestigious FH accreditation.

2. Standout Watches and Unique Releases

[01:58 – 03:32 | 04:30 – 05:23]

• Bulgari Octo Finissimo x Lee Ufan

  • Scarlett’s first highlight is Bulgari's new Octo Finissimo, a collaboration with artist Lee Ufan.
    • Scarlett: “The bracelet and the case is so incredible of how it’s been filed… Fabrizio had a conversation with the artist and quite literally got a nail file and started to file away.” [01:58]
    • The process creates a unique texture, giving it an almost meteorite look, with a striking vertical gradient dial in black to grey.
    • Rob: “I thought it was meteorite at first because of the way it’s been filed. It’s been done by a guy called Lee Ufan I think it is… with the gradient, vertical gradient, black to grey, it’s absolutely stunning… Over 5 millimeters thick, so it’s not the thinnest of the thin, which is like perfect for me.” [04:30]
  • Scarlett admires the Octo Finissimo’s continued evolution, calling it a “blank canvas” that stays fresh despite many iterations.

• Dennison ‘Jewel Times’

  • Scarlett is intrigued by Dennison’s novel design juxtaposing two stones on the dial.
    • Scarlett: “I think there’s something really interesting to be said about the juxtaposition of two stones on the dial… I’m a stickler for tiger’s eye.” [02:36]

• Ferland Mari

  • Commending the “new walks” (believed to be a typo for "watch") from Ferland Mari for their beautiful use of diamonds. [05:47]

• Upcoming Visits & Releases

  • Scarlett mentions plans to see releases from Zenith, TAG Heuer, Girard Perregaux, and Ulysse Nardin, with Rob expressing excitement (“We just had Matir on. He’s great. We love him.” [03:32])
  • Ulysse Nardin’s new crystallized ruthenium piece—described by Rob as “nuts”—earns Scarlett’s praise for its week-long production process. [03:36–03:44]

3. Geneva Watch Days: Growth, Atmosphere, and Evolution

[04:44 – 07:27]

• The fair has grown to 66 brands in its sixth year (2020 debut); both hosts note the increased scale and vibrant energy versus previous years.
  • Scarlett: “The energy this year feels bigger than other… It feels really nice this year, like, there’s more people than ever before.” [03:44, 06:31]
  • Rob: “It started in 2020… 66 brands. So it’s grown by like, well, 20% from last year.” [04:10]
• Discussion of the purpose and future of Geneva Watch Days:
  • Journalists appreciate the centralization and community feel, but some brands harbor concerns about exclusivity with continued growth.
  • The on-site live podcast studio and upgraded pavilion symbolize the event’s increasing prominence.

4. Experiences & Activations: More Than Just Watches

[07:27 – 08:25]

• Scarlett describes inventive activations by brands:
  • Bulgari’s Industrial Art Event: Hosted in an industrial, alleyway setting, adding experiential dimension to the brand’s image.
  • George Bamford x Oris Takeover: Cited for its strategic location and community engagement.
    • Scarlett: “Brands are doubling down a little bit more on what the experience can be like… not just going for this same tired routine.” [07:57]

5. Watch Media Social Scene & Memorable Evenings

[05:35 – 06:31 | 08:25 – 09:13]

• Scarlett recounts an evening of industry bonding, including:
  • Korean BBQ with Ferland Mari’s team.
  • TAG Heuer’s Leopard Room after-party (“As a leopard print lover, I do love her, though.” [06:20])
  • General camaraderie and the late-night, casual social rituals between journos, brand reps, and even bartenders.
  • Rob’s own party detours and hangover management are discussed humorously.
    • Rob: “I know all the barman’s names. He plied me with many Jaeger bombs.” [08:50]

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Notable Quotes & Moments

• Scarlett, on moderation duties:
  • “I’ve literally just ran to the igloo and harassed Rob and been like, let me on for five minutes.” [00:24]
• Scarlett’s behind-the-scenes of accreditation panel:
  • “Guests in the audience… can basically take on these influencers and try and win FH accreditation.” [00:47]
• On Bulgari x Lee Ufan Octo Finissimo:
  • “Fabrizio had a conversation with the artist and whilst they were planning it, he quite literally got a nail file… it seems sacrilegious to do that, but the effect of it looks really, really cool.” [01:58]
  • “It’s absolutely stunning. I think it might be my favorite one ever.” — Rob [04:38]
• On the fair’s growth:
  • “Six [years]. Six what?… 66 brands. So it’s grown by like, well, 20% from last year. You’re having a moment.” — Rob [04:12]
• On Geneva Watch Days’ atmosphere:
  • “There’s more people than ever before. I’m looking forward to seeing the data… what the footfall actually is.” — Scarlett [06:31]
• On evening revelry:
  • “I accidentally fell into the Leopard Room.” — Scarlett [06:07]
  • “I know all the barman’s names… he plied me with many Jaeger bombs.” — Rob [08:50]
• On communal spirit:
  • “Everyone’s close together, everybody’s here, all of our colleagues are here, and it’s just lovely to see each other.” — Rob [07:04]

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Segment Timestamps

• Scarlett’s return & panel talk: 00:05 – 01:30
• Accreditation duel explained: 01:15 – 01:31
• Brand highlights (Bulgari, Dennison): 01:58 – 03:08
• Upcoming visits (Zenith, TAG Heuer, etc.): 03:13 – 03:44
• Octo Finissimo x Lee Ufan deep dive: 04:30 – 05:23
• Geneva Watch Days history and growth: 04:44 – 06:31
• Evening social stories: 05:35 – 06:31, 08:25 – 09:13
• Activations & brand experiential focus: 07:27 – 08:25
• Closing thoughts on future & accreditation quiz: 09:33 – 10:00

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Tone & Style

• Fast-paced, informal, filled with friendly banter and insider wit
• Unfiltered, high-energy “real talk” and camaraderie typical of passionate industry insiders
• Frequent humorous asides and candid stories

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Final Note

This episode captures the excitement, growth, and community of Geneva Watch Days 2025, providing both vivid watch talk and entertaining behind-the-scenes stories. Scarlett’s energetic observations, Rob’s industry insight, and the overall festive atmosphere offer a must-listen snapshot for any watch enthusiast—even if you missed the fair itself.

Transcript

[A]

Hi and hello watch fans and welcome back to the glass igloo outside the pavilion at Geneva watch days 2025. We have a very surprise visit from one of our co hosts, Scarlet Baker, who has been running around like a mad woman all through Geneva, visiting brands non stop for the last couple of days. And we're going to ask her what she's seen already, if she can remember anything. Can you remember anything?

[B]

There's a few in my head right now. There's a lot of watches going around. Hello everybody. I'm back. I've been MIA for a little bit, but I am, I've literally just ran to the igloo and harassed Rob and been like, let me on for five minutes.

[A]

Okay, so this is, this is really, really, really a snapshot of what's happened for the last couple of days. And where have you been already? Where are you going to in a second?

[B]

I mean at this point I feel like I live in Beau Rivage where all the brands are pretty much exhibiting. I know in a second I'm about to go and moderate a panel for the FHH for the new accreditation. We're doing a, a duel. So we've got Iam Casa Nicholas, Ansel, Le Rabiers and Bryn from dimepeace. We've got guests in the audience that can basically take on these influencers and try and win FH accreditation, which we call.

[A]

They can take them on. What do you mean take them on?

[B]

So they're going to have a set of questions. So there's three levels to the accreditation that you get from the FH and we've got a set of questions and they've got a hit buzzer, rapid fire. And at the end, if they manage to outdo the experts, they will get the accreditation.

[A]

That is incredible.

[B]

So I've just got a moderator and make sure everything's above board and on time. But knowing my timekeeping and the fact that I've only just showed up now in prompt you, I don't know how that's gonna go. It really is the opposite of an igloo in here. It loses. Forced to be cold and like, yeah.

[A]

It'S, it's a challenge but it's, it's worth it. You know, it's really worth it. We've seen some great guests already, we've made some great content and everybody's very enthusiastic because everyone loves Geneva watch days. They do non stop party it really.

[B]

Yes. Seen a few people this morning with some sore heads, myself included. But no, it's been like whittlestop Like, I've seen so much great stuff. I mean, this morning I just went to go see Bulgari to see their new Octofenissimo that they've done in collaboration with a really cool artist. His name has now abated my memory. But they were talking me through the watch and like the bracelet and the case is so incredible of how it's been filed. And they were saying to me that Fabrizio had a conversation with the artist and whilst they were planning it, he quite literally got a nail file. I was like starting to file away, which is kind of. It seems sacrilegious to do that, but the effect of it looks really, really cool. Yesterday, another standout for me was Dennison, their new Jewel Times. Really, really cool. I think there's something really interesting to be said about the juxtaposition of like two stones on the dial. That was really, really interesting. And I'm a stickler for tiger's eye. I won't be talking about onion crowns today. Have seen a few. There is a very lovely onion crown I've seen. But I'll. I'll come back to that later.

[A]

After hours. Trts xxx that's for later.

[B]

You've got to pay. Yeah, you've got to pay for that.

[A]

We'll get you on at night. Should we get you on at night when you've had a few drinks?

[B]

Then I'll really go to town. So I'll be. I'll be jumping on the mic properly tomorrow. I'm doing some. Some fun interviews, so that'll be good. But. Yeah, what else have I seen? Well, I'm going to Zenith in Tag Heuer this afternoon. Gerard Peregir as well. I'm gonna go see Ulis Nadan. Very cool.

[A]

We just had Matir on. He's great. We love him.

[B]

He's so good.

[A]

And have you seen the new watch?

[B]

Yeah.

[A]

Oh, my God.

[B]

Unreal. Ruthenium.

[A]

Well, it's like crystallized ruthenium or in the same family of ruthenium. It's just nuts.

[B]

And like, they leave it for sort of a week for the process sort of takes place. Yeah, it was. It was really, really cool. It's also quite nice as well. Like when you compare this to watches and wonders where you're sort of showed a real sequence of watches. I think the nice thing about Geneva watch days is for a lot of the brands, they're focusing on like one major launch for it, which is kind of nice to really hone in on that one product. And Get a bit more hands on with it. I mean, the energy this year feels bigger than other. You know, we're the fourth Geneva watch days, right?

[A]

Six.

[B]

Six. Six what?

[A]

Yeah, it was 2020. It started. Yeah. This is six and there's 66 brands. So it's grown by like, well, 20% from last year. You're having a moment. You look like you just had a stroke.

[B]

Sorry, I'm melting. It's also probably like a wave of.

[A]

Hangover now just kicking in, talking about that vulgar.

[B]

I'm waving to Alon. I'm waving to Alon.

[A]

I checked out that Bulgari in the. In the pavilion. Yes, in the case.

[B]

Yeah.

[A]

I thought it was meteorite at first because of the way it's been filed. It's been done by a guy called Lee Ufan, I think it is.

[B]

Yeah.

[A]

And I'm not sure if that's a correct pronunciation, but with the gradient, vertical gradient, black to black to gray dye, it's absolutely stunning. I think it might be my favorite one ever. And it's over 5 millimeters thick, so it's not the thinnest of the thin, which is like perfect for me. Alon's waving at us through the window.

[B]

I say that with the octavenesimo. I find that, you know, there's been a lot of iterations of it over the years, but it still never feels like tired in any way. I think it's a testament to Fabrizio's vision and what he's doing there. Like, you know, he describes this watch very much as a blank canvas each time. So, yes, it's still keeping this sort of aesthetic codes behind it, but, you know, it's just something about this one I really love. And I didn't think I expected to, actually.

[A]

No, I was surprised. But I think the key there is that they've created a canvas. That's why it's always blank for them, you know. What do you want? It is pretty bright. Yeah. Oh, my God. You're all right?

[B]

I'm good. Oh, that's so much better.

[A]

So tell me about last night. Cuz we saw each other for about 30 seconds. I popped my head out of the. While I was closing up and I saw you and I was like, finally we can spend some time together. And then within, I don't know, eight seconds, you had vanished and where did you end up?

[B]

So I went for a Korean barbecue dinner. So I know we got a. A big group together. We had some of the team from Ferland Mari there, which was nice. Also huge shout out to their new walks. Love her. I think the diamonds look really, really beautiful on that. Yeah. Ended up having the Korean barbecue, and then I accidentally fell into the leopard room.

[A]

Oh, my God.

[B]

Yeah. Like, courtesy of TAG Heuer. Get you every time. Which was. It was good fun. But I was smart. Only had one joke.

[A]

Well, 37 francs for a fucking gin and tonic. So I'm sure you only had one.

[B]

Drink, said some hellos, and as a leopard print lover, I do love her, though.

[A]

Were you wearing leopard print last night? I don't think you were. You were wearing white, so you would have stood out against the couches. You got to wear leopard print when you're there. Or too.

[B]

I would, yeah. Blend in. But no, it was good fun. And then, yeah, big day ahead today here until Sunday. I'm loving it. It feels really nice this year. Like, there's more people than ever before. I'm looking forward to, like, seeing the data as well that they get from the end of this of how, like, what the footfall actually is.

[A]

That's good to hear your opinion on it because, like, I. I've heard, like, that this is. This is a. A really important year for watch days, like, figuring out what its future is going to be with more and more brands, like, coming on board. Although that's, like, it seems on the surface, like, to be a great metric, obviously it's something that some brands are resistant to. They don't want more and more brands. They want us to be more exclusive, more specific. And for us as journalists, it's great because everyone's close together, everybody's here, all of our colleagues are here, and it's just lovely to see each other. But we have to think from the brand's perspective, what will become of it. I mean, it is massive. This is the first time they've had a live podcast studio outside the pavilion. The pavilion itself is growing endlessly. Its services are improving. I want it to continue, I guess. You want it to continue as well?

[B]

Absolutely. I mean, one thing I do want to add to this as well is I think the thing that's sort of shifting as well, and. And maybe this is gearing towards this idea of really getting the attention of these newer consumers and clients that are coming through and doing things a bit differently. The activations that people have posted as well have been really interesting. So, for instance, Bulgari, they had one the other night and it was on the other side of town, and you sort of went through, like, I don't know if you went, Rob, but through, like, A series of sort of alleyways.

[A]

Almost the octo lights.

[B]

Yeah, yeah.

[A]

I didn't go.

[B]

I saw pictures and it was very kind of like industrial setting. It was really interest. So that was like. I think brands are doubling down a little bit more and what the experience can be like and, you know, not just going for this same tired routine. And also shout out to George Bamford as well for his collab with Oris and like the takeover, they did very smartly. Geographically placed next to the Grand Duke to which we haven't been in yet.

[A]

Actually. I've been in. I went in last night. Not been in here just for one or two.

[B]

I walked past and I was like, I bet he's in there. I did look.

[A]

Well, I was trying not to be, but I ended up like I was here till the end. I was hanging out with Toby from Denison and then I ended up in. In the after party in the glass box. Met some nice people there. And then, as is often the way we rolled down the road to the Grand Duke and always the right passage. I was. I was hanging out, you know, show on one of the barman. He.

[B]

I love that you know that.

[A]

I know. I know all the barman's names. Yeah. He. He plied me with many Jaeger bombs.

[B]

Yeah, brilliant. You feeling it today?

[A]

Well, I mean, yeah. The state of me. I mean, yeah, it's. It was. It was later than I would have liked it to be, but it wasn't absolutely devastating. I didn't make it into the lake this morning because I had to come down here and set up early because Alan had a crazy early meeting at like 8. I don't know why he does it.

[B]

Yeah.

[A]

Man's a machine.

[B]

I know.

[A]

I never make meetings until 10 at least. But we started recording at 9. He'd already been somewhere at 8. I was here hanging, setting up all the microphones, getting them out of the lockers. It was. Yeah, yeah. Tough work. And hopefully tonight it goes a little bit easier a little bit earlier to bed and then maybe a dip in the lake just to ride it off tomorrow morning. But I guess you have to jet off now and become.

[B]

Jump on another mic in a second and see if some people can take honestly the questions like. So there's three different stages.

[A]

Ask me some questions. Have you got a question too?

[B]

I haven't got them on me. They're on there. There's like three different levels to it, so the first one is obviously easier and it gets harder as you go through, but there's some tough questions. So I'm intrigued to see if people can take them on and win. But I think it's a really cool thing to have. Like, I would love to have this FH accreditation.

[A]

I think it's incredible. Yeah, I absolutely love the idea of it. I wish I was taking part of it. I wish I come and watch you do your thing. But we're gonna leave it now. Let's gotta go. I'm gonna hit the music.

[B]

Leave it right.

[A]

We'll see you later. We' you tomorrow on the mic.

[B]

You'll see me on the mic tomorrow. Thanks, guys. Byebye. Did I even see anything removed from there?

[A]

I'm still recording.

[B]

Oh, no. Damn it.

[A]

Put my way Sc we're still recording.

[B]

Oh, are you cutting this bit or not?

[A]

No.

[B]

Oh, damn it.