The Maison des Arts & de la Culture Horlogère Project.
In the heart of Geneva, Switzerland, an ambitious and unifying horological project is taking shape.
Beyond a conventional museum or exhibition space, the new Maison des Arts et de la Culture Horlogère (MACH) aims to be a living house of watchmaking, where expertise meets curiosity, tradition sparks new vocations and passions are awakened.
Its mission is clear: to become a crossroads of horology in Geneva, celebrating time in all its forms.
Conceived as an independent, non-profit foundation, MACH addresses a genuine need within Geneva’s cultural landscape, complementing the institutions that support the project.
It seeks to open the doors of fine watchmaking to the widest public – from residents and tourists to curious newcomers and passionate collectors.
Alongside showcasing the artistry and heritage behind the craft, MACH also hopes to inspire younger generations to take up the calling.
“F.P.Journe is proud to support the MACH project,” says François-Paul Journe, master watchmaker and founder of F.P.Journe.
A visual of what the interior will look like at the Maison des Arts & de la Culture Horlogère.
“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,” he says.
Unlike static museum displays, MACH is designed as a vibrant, interactive hub.
Visitors will encounter live workshops, immersive spaces and even philosophical reflections on the meaning of time itself.
The experience is meant to be hands-on, thought-provoking and inspiring.
According to Maximilian Büsser, founder and CEO of MB&F, fine watchmaking, through both its history and its present, is one of the great assets of the 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 learn – a place that tells the story of this extraordinary object through anecdotes, interactions, crafts and audiovisual immersion,” he says.
“Fine watchmaking is alive and must be showcased in a setting that is equally alive.
“MB&F is delighted to support MACH!” Büsser declares.
At its core, MACH is a project of preservation as much as innovation.
The transmission of know-how is central to its purpose.
Young visitors will be able to witness the skills, gestures and patience behind each timepiece, and perhaps see their own future reflected in the workbenches of Geneva’s master artisans.
Philippe Dufour, watchmaker and president of Horopedia Foundation, highlights the importance of this mission.
“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 it’s deeply meaningful and rich in substance.”
For Marc André Deschoux, founder of MACH, the project carries an even broader cultural weight.
“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.”
The building itself − a former bank in Geneva’s Quartier des Banques − will span four floors of 240sq m each.
Open to the public, it will feature permanent and thematic exhibitions, interactive installations, an auditorium and an educational centre creating content for Swiss watchmaking schools.
The ground floor will serve as a welcoming public space with a cafeteria, boutique and dedicated area presenting vocational opportunities in horology.
The visitor journey will include multiple experiences:
• An introduction to the mechanics of a watch movement.
• Dedicated spaces showcasing complications and specialised techniques.
• A narrative tracing Geneva’s horological story from the 15th century up till today.
• A reflective exploration of how timekeeping has shaped societies.
There will be exhibitions highlighting masterpieces from the Musée d’Art et d’Histoire de Genève (MAH), other Swiss institutions, and private collections.
Historic watches, astronomical clocks, enamels and GPHG-winning creations will sit alongside interactive didactic areas and live workshops.
Beyond exhibitions, MACH is envisioned as a meeting place.
It will collaborate with cultural and professional institutions including MAH, Fédération Horlogère, TimeLab, COSC, GPHG and Fondation de la Haute Horlogerie.
The main objective is to reinforce Geneva’s status as the capital of watchmaking, while creating a vibrant public space open six days a week.
Two structuring principles define the project: immersive scenography with interactive models, videos, soundscapes and live demonstrations, and strong governance through a foundation board, Curatorial Council, and expert committees.
The project is advancing steadily, and scheduled to be completed by early 2026.
A partial opening is planned to coincide with Watches & Wonders in April 2026, followed by the full inauguration later that year.
Initial investment is estimated at CHF4mil (RM21.1mil), with an annual operating budget of around CHF3mil (RM15.8mil).
Funding comes from a mix of institutional, public and private donors, alongside philanthropic contributions.
Three tiers of support are available: Friends of Horopedia, Circle of Horopedians and Guardians of Time.
Contributions start as modestly as CHF50 (RM264), ensuring that enthusiasts at all levels can be part of this collective effort.
So far, 60% of the project’s budget has already been secured.
A second phase of fundraising is now underway.
Besides being donors, supporters are also participants in the safeguarding and transmission of horological culture.
With a multi-disciplinary team of curators, museographers, architects and interactive design experts, MACH is be much more than just an exhibition hall.
It will be a cultural landmark in the making – one that celebrates Geneva’s watchmaking legacy while ensuring its future.
By 2026, visitors will step inside not only to admire timepieces, but to experience the art, science and humanity of watchmaking itself.
Geneva, long the cradle of horology, will soon have a house where time lives.
