Creation of the Maison des Arts & de la Culture Horlogère

A landmark building in the heart of Geneva — four floors, each 240 square meters, 
entirely open to the public and dedicated to the Art of Watchmaking in all its forms. 

The Maison des Arts & de la Culture Horlogère –  At the Crossroads of Horology

In Geneva, a unifying project, already underway – support it today.

An ambitious, unifying horological project of unprecedented scale is taking shape in the heart of Geneva. It’s not a traditional museum, not a conventional exhibition space. It’s a house: a living space for bringing people together – to exhibit, explain, question; a place to spark encounters, inspire vocations, awaken passions. A landmark destined to become the crossroads of horology in Geneva. 

The Maison des Arts et de la Culture Horlogère (MACH) was conceived to address a real need in Geneva, enriching the city’s cultural landscape for residents and visitors alike, and complementing the institutions that support the project. Independent and non-profit, MACH has a dual mission: to open the world of watchmaking to the widest public — Geneva’s community, visitors and tourists — by revealing and sharing the skills, gestures, passion, history and innovations behind each timepiece; and to inspire younger generations to take up this calling. 

François-Paul Journe, watchmaker and founder of F.P.Journe, comments: “F.P.JOURNE is proud to support the MACH project. Geneva deserves a place that celebrates its horological heritage while offering a true educational tool — to awaken vocations, to reveal the hidden crafts behind every timepiece, and finally to showcase the horological collection of the City of Geneva.” 

Maximilian Büsser, founder & CEO of MB&F, puts it this way: “Fine watchmaking, through both its history and its present, is one of the great assets of our city. The new generations no longer wish to simply view old objects or read historical texts. They need a place to gather, to share and to learn — a place that tells the story of this extraordinary object through anecdotes, interactions, crafts and audiovisual immersion. Fine watchmaking is alive — it must be showcased in a setting that is equally alive. MB&F is delighted to support MACH!” 

Philippe Dufour, watchmaker and President of the Horopedia Foundation, states: “The goals are ambitious but necessary — for the practitioners of horology determined to preserve and defend centuries-old expertise, and for the wider public who, through a visit, can grasp the complexity behind an object that some may see as anachronistic, yet is deeply meaningful and rich in substance.” 

Marc André Deschoux, founder of MACH, concludes: “Watchmaking is a magnificent demonstration of human ingenuity, a precious testimony to our origins, a bridge between past and future. Everything must be done to ensure that contemporary watchmaking remains a shared cultural good, appreciated by as many as possible for the values it embodies and for the richness of its artisanal heritage — which are so emblematic of Switzerland.” 

Thus, MACH is conceived as a living, lasting space: a place to showcase horological heritage, to transmit know-how, and raise awareness — with the ambition to let watchmaking shine in all its forms. 

The building — a former bank in Geneva’s Quartier des Banques — will offer four floors of 240 square meters each, open to the public. It will house permanent, thematic, and heritage exhibitions; immersive spaces; live workshops; an educational center that will produce content for Swiss watchmaking schools; an auditorium; a collectors’ and patrons’ club; as well as a freely accessible ground floor (cafeteria, boutique, and a space presenting schools, vocational training, and watchmaking institutions). 

The Visitor Journey will include: 

• an instructive introduction to the basic mechanical principles of a watch movement. 

• dedicated spaces to highlight specific techniques and complications. 

• a philosophical reflection on the impact of timekeeping on societies. 

• a historical narrative of Geneva and global watchmaking from the 15th century to today — and its challenges for the future. 

The MACH project 
Six Key Objectives: 

• To highlight the full breadth of horological heritage, with pieces from the Musée d’Art et d’Histoire of Geneva (MAH), other museums, and private collections. 

• To celebrate watchmaking métiers – techniques and crafts – through immersive, interactive, and soundscape experiences. 

• To inspire vocations among younger generations. 

• To strengthen Geneva’s cultural offering for residents and tourists alike. 

• To create a lively venue, open six days a week, complementing existing institutions. 

• To give physical form to the encyclopedic mission of the Horopedia Foundation (via Horopedia.org).

MACH aims to become a unique and emblematic venue for exhibition and exchange, in the very heart of Geneva. Accessible to all, it will be dedicated to watchmaking in its artistic and cultural dimensions, brought to life through an immersive, educational, and inspiring experience. 

It will serve as the crossroads of horological tradition and métiers, presenting not only exceptional pieces from the Musée d'Art et d'Histoire de Genève (MAH) but also treasures from other Swiss museums, public and private alike, as well as winners of the Grand Prix d’Horlogerie de Genève (GPHG). Among them: historic watches and clocks, rare objects, fine enamels, astronomical timepieces, and mechanical creations illustrating the technical genius of watchmakers and artisans. 

Three floors will be dedicated to exhibitions, including an interactive didactic area where visitors can explore and understand how a mechanical movement functions. Another space will present the full spectrum of vocational training available in Switzerland, from technical apprenticeships to advanced horological expertise. 

MACH will be more than an exhibition space: it will become a true hub of knowledge and exchange, where expertise, history, and passion intersect. It will also actively promote other cultural institutions sharing the same values, such as the MAH, Swiss museums, and the main institutions of the horological ecosystem: the Fédération Horlogère (FH), TimeLab, the Contrôle Officiel Suisse des Chronomètres (COSC), the Grand Prix d’Horlogerie de Genève (GPHG), the Fondation de la Haute Horlogerie (FHH), and other aligned foundations. 

The project has secured an ideal location in the heart of Geneva, and a feasibility study for its conversion to public use has been completed by an architecture firm, confirming the potential of this new purpose. If the fundraising process unfolds as planned, the opening to the public is scheduled for 2026, providing a new showcase for the Swiss watch industry and contributing to strengthening Geneva’s international standing as the capital of watchmaking. It will be a major event for the watch industry as a whole, consolidating Geneva and Switzerland as both a cradle and guardian of global horological know-how. 

Two Structuring Principles

• An immersive scenography and educational hub: interactive screens, interactive models, soundscapes, macro videos, objects, tools, machines, gestures, live workstations. 

• An immersive scenography and educational hub: interactive screens, interactive models, soundscapes, macro videos, objects, tools, machines, gestures, live workstations. 

• Governance: Foundation Board, Executive Committee, Curatorial Council, Development & Project Committee. 

Timeline, Budget and Funding

• Construction completion: end of Q1 2026 

• Partial opening: April 2026 (Watches & Wonders) 

• Full opening: during 2026 

• Initial investment: approx. CHF 4 million (EUR 4.27 million / USD 5 million) 

• Annual operating budget: approx. CHF 3 million (EUR 3.2 million / USD 3.75 million) 

As a project of public interest, subject to supervisory authority, the Foundation relies primarily on the support of institutional, public and private donors, philanthropic organizations, patrons and individuals to pursue its mission. 

Donation Policy 

Three levels of support have been defined: 

• Friends of Horopedia — one-time support 

• Circle of Horopedians — annual support 

• Guardians of Time — multi-year support

In the form of: 

• Minimum contribution of CHF 50 (students CHF 20) 

• Individual support (from CHF 1,000) 

• Institutional support, public or private (from CHF 5,000) 

• Guardians of Time (3- to 5-year partnership or one-off donation) 

Call for Support 

To date, 60% of the budget has been secured. 
The first financing round with institutional investors is currently underway, and it already covers just over 60% of the investment budget. Today, the second phase is open, directed toward mobilizing a community engaged with watchmaking — essential to taking a decisive step toward realization. More than a donation, enthusiasts, collectors and individuals can contribute as an act of transmission, placing themselves at the very heart of this collective adventure dedicated to the memory and future of watchmaking.  

Project Team 

Guided by the Foundation’s Executive Committee, a multidisciplinary project team of recognized experts is working on defining the museological experience, artistic direction, architectural oversight, and exhibit curation. It includes, among others: 

• A Curatorial Council ensuring the historiographical relevance of the proposed approach, object selection, and their interpretation by theme. 

• A Curatorial Council ensuring the historiographical relevance of the proposed approach, object selection, and their interpretation by theme. 

• A museographer and a scenographer to guarantee coherence, both visually and in terms of the experience MACH aims to deliver to its visitors. 

• An architecture firm to coordinate the various trades involved in the construction/renovation. 

• A project manager for security and IT network systems. 

• Several specialized agencies for the design and management of interactive solutions, both digital and physical. 

About the Horopedia Foundation 

The Maison des Arts et de la Culture Horlogère (MACH) is a project developed by the Horopedia Foundation. The Horopedia Foundation, chaired by Philippe Dufour, was established on February 1, 2023, and is recognized as serving the public interest. Its mission is centered on the transmission of watchmaking know-how and the preservation and promotion of watchmaking culture. These two objectives are enshrined in its statutes and are pursued through the production of educational content, as well as support for projects aligned with the Foundation’s mission. HOROPEDIA positions itself as a federating institution, working in the best interests of the horological community and the general public. 

The Foundation’s Board: 

• Philippe Dufour (President): one of the world’s most respected and influential independent watchmakers, renowned for his exceptional craftsmanship, technical expertise, devotion to traditional techniques, and commitment to the transmission of know-how. 

• Dr. Helmut Crott: German horological expert and collector, widely recognized for his expertise in vintage and high-end watches, also known for his work as a dealer and auctioneer. 

• André Colard: closely associated with several major initiatives in the world of high-end watchmaking, notably in connection with the EPHJ (a leading Swiss professional trade fair) and Stern Création, a company that has played a significant role in the watch industry. 

• Marc André Deschoux: a recognized figure in watchmaking, known for his expertise in horological crafts and for producing audiovisual content that highlights these métiers. 

For more information, please visit horopedia.org