The Salon International de la Haute Horlogerie, which goes by the acronym “SIHH” is a watch trade show that takes place annually every January, at the Palexpo Convention Center in Geneva.

SIHH is a private “invite only” luxury watch event where leading watch retailers, journalists, and VIP watch collectors travel from around the world to preview (wholesale order) the latest timepiece. The ultra-exclusive show features approximately a few dozen exhibitors, but they’re among the world’s most coveted watch brands.

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