After celebrating a remarkable 100-year milestone in 2024, Cimier, QI Group’s prestigious Swiss watch brand, has embarked on an ambitious journey across the United States with its innovative Watch Academy Roadshows. This unique concept transforms passive watch appreciation into an immersive, hands-on experience that connects American consumers directly with the artistry of Swiss horology.
A New Chapter in American Markets
The expansion into the US market represents a significant milestone for Cimier, building on the success of previous European events in Cologne and Baden-Baden, Germany. In partnership with the prestigious Minutes + Hours Watch Show, Cimier launched its first American roadshow in Chicago this past April, followed by a highly successful event in Los Angeles in July.
These inaugural US events attracted a diverse community of collectors, watch connoisseurs, retail partners, and enthusiasts, all drawn by the rare opportunity to step behind the scenes of Swiss watchmaking tradition.
The Ultimate Hands-On Experience
What sets Cimier’s Watch Academy apart is its immersive approach to horological education. Rather than simply observing the craft, participants spend an entire day working alongside Cimier’s master watchmakers, gaining intimate knowledge of the intricate processes that bring a timepiece to life.
The experience begins with component selection, where participants learn to identify and choose the precise parts that will form their watch’s heart. Under expert guidance, they assemble the complex movement, a delicate dance of gears, springs, and jewels that requires technical precision and artistic sensibility. The day culminates with fitting the external components, transforming individual parts into a cohesive, functional timepiece.
Each session concludes with a formal certificate ceremony, where participants are recognised not just as observers of the craft, but as contributors. Most importantly, every attendee leaves with a handcrafted Swiss watch they helped create, a tangible reminder of their journey into the world of haute horlogerie.
Looking Toward the Future
The momentum continues to build for Cimier’s American expansion. The next US stop is scheduled for Austin, Texas, in November 2025, further cementing the brand’s growing presence in the North American market.
“Passion, authenticity and hard work are contagious, and we see that come alive at every Watch Academy event,” explains Alexandra Lanz, CEO of Cimier. “Celebrating 100 years in 2024 was not only about looking back on our heritage, but also about looking ahead. Through these roadshows, we are carrying Cimier’s spirit into the future and inspiring the next generation of watch enthusiasts around the world.”
Enhancing Lifestyles Through Authentic Experiences
For QI Group, Cimier’s roadshows exemplify our core mission of enhancing lifestyles through meaningful, authentic experiences. These events do more than showcase fine craftsmanship, they forge connections between participants and a global community united by their shared passion for Swiss watchmaking excellence.
The Watch Academy concept transforms what could be a simple product demonstration into a memorable journey of discovery, education, and personal accomplishment. Participants don’t just learn about watches; they become part of the watchmaking story, carrying forward traditions that have defined Swiss horology for generations.
As Cimier continues to expand its reach across America, each roadshow reinforces the timeless appeal of authentic craftsmanship in an increasingly digital world. In an era where experiences often feel fleeting, the Watch Academy offers something enduring: the satisfaction of creating something beautiful with your own hands, guided by centuries of expertise and tradition.
The success of these initial US events signals strong American appetite for authentic luxury experiences, positioning Cimier for continued growth as it brings its unique blend of heritage, education, and hands-on craftsmanship to new audiences across North America.
