MILAN — The 2025 edition of Watches and Wonders, held between April 1 and 7 in Geneva, generated $53.5 million in media impact value, according to the latest data analysis from Launchmetrics.

This marks a 6 percent increase in the fair’s MIV performance compared to the 2024 edition. The assessment was made between March 30 and Monday, tallying the buzz-mounting halo effect generated right before and after the fair.

The U.S., Switzerland and China contributed the most to this year’s MIV, respectively representing 17 percent, 14 percent and 10 percent of the figure, with the latter country slipping from the first spot last year.

Rolex, Cartier and IWC Schaffhausen were the biggest winners when measured by the MIV generated during the timepiece fair, confirming last year’s ranking. In particular, they generated $13.2 million, $6.8 million and $5.6 million in MIV, respectively. They were followed by Chanel, Patek Philippe, Jaeger-LeCoultre, Tag Heuer, Bulgari, Hublot and Vacheron Constantin.

Although media contributed to almost two-thirds of the MIV the fair generated as a whole, brands’ owned media, including social media channels, made for 20 percent of it. In the latter channel, Instagram was the top-performing platform, contributing to 44 percent of MIV. Meanwhile, TikTok had the highest average MIV value per placement, a figure that increased fourfold compared to 2024.

Watches and Wonders has become also synonymous with celebrity spottings and this edition made no exception. Kim Woo-bin, a Jaeger-LeCoultre global brand ambassador, was the top MIV-generating celebrity, contributing $357,000 to the overall trade show’s MIV.

He was followed by Simone Ashley, who visited the IWC Schaffhausen booth, generating $268,000 in MIV. The actress stars alongside Brad Pitt in the upcoming “F1” movie, due in theaters this June. Other high MIV-generating celebrities included Mexican actor Alejandro Speitzer, “Dubai Bling” star Jwana Karim, and U.S.-born, but China-based freestyle skier Eileen Gu.

Under the influencer bracket, Nico Leonard van der Horst, Chris Min and Da Yan Zai Tong Xun She stood out, in addition to watch content creator pages Munich Watch Lover and Mr. Nice Watch.

MIV 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.