Following the dazzling return of the Grand Prix d’Horlogerie de Genève (GPHG) exhibition to Bangkok—hosted by PMT The Hour Glass at Gaysorn Amarin—Switzerland Tourism is inviting Thai travellers to look beyond the watch case and immerse themselves in the city where haute horlogerie was born.

Often referred to as the “Swiss Riviera,” Geneva is far more than a global hub for diplomacy and finance. For Thai travellers who already hold a deep affection for Switzerland, the city offers a captivating blend of lakeside serenity, rich artisanal heritage, and understated glamour.

Inside the World of Haute Horlogerie
Watchmaking runs through Geneva’s heart and soul. For centuries, the city has attracted master artisans and housed some of Switzerland’s most celebrated names, and that legacy is still visible in historic manufactures, independent ateliers, museums and boutiques. Visitors can follow the story at the Patek Philippe Museum, pause at the Flower Clock in the Jardin Anglais (a much-loved emblem of the city’s horological tradition), or pick up the tools themselves at INITIUM. Geneva also hosts two of the industry’s biggest gatherings, Watches and Wonders Geneva and the GPHG.

For those who want to go from admirer to creator, INITIUM offers a rare look behind the curtain. Founded in 2015, this workshop-style experience demystifies the art of mechanical watchmaking. Guided by master watchmakers, guests get behind the workbench to understand intricate movements, practice traditional finishing techniques, and even assemble their own personalised Swiss timepiece—or try their hand at crafting bespoke jewellery and Swiss pocket knives.

A Feast for the Senses
Geneva’s appeal extends well beyond the workbench. Life here revolves around the shimmering expanse of Lake Geneva, punctuated by the iconic Jet d’Eau shooting water 140 metres into the sky. Visitors can get lost in the cobblestone alleys of the Old Town, winding from St. Pierre Cathedral to Place du Bourg-de-Four, the city’s oldest square, cross over to Carouge, a charming neighbourhood with a distinct Mediterranean flair, packed with independent boutiques, artisan studios, and sidewalk cafés, and sample world-class pralines using a Choco Pass.

Timeless Glamour at Beau-Rivage Genève
To truly soak in the spirit of the Swiss Riviera, few addresses rival Beau-Rivage Genève. Perched along the Quai du Mont-Blanc with sweeping views of the lake, the Jet d’Eau, and the Alps, this legendary property has been hosting discerning guests since 1865.

Founded by Jean-Jacques Mayer and Albertine Straub, the hotel seamlessly marries 19th-century grandeur with contemporary comfort—and boasts a fascinating guestbook to match. It was the very first hotel in Switzerland to install an elevator, served as the beloved Geneva retreat for Empress Elisabeth of Austria (“Sissi”), and welcomed Eleanor Roosevelt in 1947.

Today, guests can book the antique-filled Empress Sissi Suite with its private lakeside terrace, or opt for the airy, modern luxury of the top two floors, redesigned by Pierre-Yves Rochon. Downstairs, culinary excellence takes centre stage at the Michelin-starred Le Chat-Botté, while Albertine’s—named for the hotel’s co-founder—sets the mood for an intimate evening.

Whether you are planning a romantic getaway, a culture-rich city break, or an extended Swiss itinerary, Geneva makes a compelling case that is genuinely worth your while.

For further information, visit: www.geneve.com