The 29th edition of the Salon International de la Haute Horlogerie (SIHH) - an international exhibition of high-end timepieces - has opened in Geneva, Switzerland.
Some of the world’s finest watchmakers presented their latest designs this year in the hope of turning industry heads.
"The challenge for the watch industry is to be even more creative, even more innovative, surprising. I think there is still a lot of space for beautiful watches showing a great amount of craftsmanship," said Guillaume de Seynes, the Chairman of Hermes watch division.
In order to help to share some of the latest innovations, a lab was set up at the venue to showcase some of the latest technology and research, which could disrupt the industry.
"We are really innovative, really contemporary and modern and dynamic industry - and it's why we wanted to show that - and also to attract new talents," said Fabienne Lupo, the Managing Director, Foundation de la Haute Horlogerie (which organises SIHH).
As the watchmaking industry continues to climb from a blip in recent years, China is a key growth market.
"In the future, I see the industry continue to grow and not only conquer new territories, selling a lot in Asia for instance, but also in Western Europe, in the western world and in the rest of the world," said Patrick Pruniaux, the CEO of Swiss watchmakers Girard-Perregaux and Ulysse Nardin.
Even former James Bond star Pierce Brosnan appeared at the event as a watch industry ambassador, saying that 'he wishes to be part of a watchmaking dynasty who passes this tradition'.
This year's horlogerie event runs until Thursday night at the Palexpo Centre.