The city of Geneva is abuzz with the latest edition of Salon International de la Haute Horlogerie (SIHH) this week.

Watch connoisseurs, dealers, critics, journalists and VIP clients from across the globe swarmed Geneva’s Palexpo for the exclusive preview of fine watches on offer from a total of 16 brands including A.Lange & Söhne, Audemars Piguet, Baume & Mercier, Cartier, Greubel Forsey, IWC, Jaeger- LeCoultre, Montblanc, Officine Panerai, Parmigiani Fleurier, Piaget, Ralph Lauren, Richard Mille, Roger Dubuis, Vacheron Constantin and Van Cleef & Arpels.

To better showcase their research and development team’s fruitful results in the past year, participating watchmakers up their games in booth productions and presentations.

We still remember the furious and very alive eagle at Roger Dubuis that wowed visitors at last year’s event. This year, IWC stole the show by transforming its booth into an aquarium- think live-size shark figurines hanging atop of a gentleman’s bar.

It’s also hard to miss A.Lange & Söhne’s mega size model of its grand complication of the year standing proudly in the centre of the booth.

Watchmakers also invested in HD video clips for more interactive and vivid presentations. Vacheron Constantin for example presented its novelties through HD video projections while IWC took audience to the heart of its inspiration via an interactive video clip.

Others invited veteran craftsmen to showcase the sophisticated and delicate work of mechanical watchmaking at the SIHH booths, often attracting a long queue of enthusiasts trying to snap photos and videos of the otherwise behind-the-scene works.

Nothing however beats the excitement to actually see and feel the latest novelties firsthand and that’s what we’ll continue to do in the next three days of the fair.

Follow us on and for more web exclusive photos and videos straight from SIHH 2014 and watch out for our SIHH 2014 supplement in March for an in-depth round up of the novelties and trends in fine watchmaking.