The watch industry comes alive every January when thousands of journalists, photographers, retailers and collectors make their annual pilgrimage to Switzerland for the first of the year's big conventions. Salon International de la Haute Horlogerie in Geneva (SIHH, to those with less time on their hands; pun intended) is hulking Baselworld's luxurious little brother, centring around the latest horological news and releases from Richemont's stable, and selected other brands.

This year, its 28th in succession, 35 exhibitors will reveal their new timepieces across 30,000 sq m of champagne, sharp tailoring and flashing smart phones. It's a big, beautifully weird party, where everyone always has the right time…

Across the week-long event, an expected 20,000 visitors will flood these halls, all in search of the year's best watch. It's the most elegant scrum I've ever been a part of – and I do it all so you don't have to.