Kiss, Marry, Kill: we round up our favourite (and least favourite) releases from Watches and Wonders 2025

Jamie Weiss

For more coverage from Watches & Wonders click here.

What happens when you kiss a watch? Your lipstick. Terrible jokes aside, it’s become a bit of a tradition for the Time+Tide team to wrap up Watches and Wonders and the broader “Geneva Watch Week” every year with a game of ‘Kiss, Marry, Kill’ – but instead of schoolyard crushes or celebrities, we’re picking watches. It’s a great way to get a temperature check on the Week That Was, as well as a way to get a glimpse at the different tastes of everyone on the team. (Check out our 2024 and 2023 editions, too).

Just in case you needed an explainer, a ‘marry’ watch is something you’d want to own forever – or at the very least, was one of our favourite watches of the week. A ‘kiss’ is something you like, but not a long-term commitment… Or perhaps something that didn’t quite captivate you enough to be a ‘marry’. ‘Kill’ is straightforward: this is a watch that does nothing for you, or actively deserves not to exist. Yikes.

This year, we saw two new faces join the fray in Kit and Pavol, the latter of which is normally behind the camera, so this was his big screen debut! I won’t spoil the video for you, but some highlights included Russell killing a version of a watch that he married last year, Andrew being classically indecisive, and me getting very literal with one of my choices.

Of course, taste is subjective, so just because one of us killed a watch you really love, doesn’t mean you’re wrong. In fact, feel free to tell us how very wrong we are in our YouTube comments section, and weigh in with your own kisses, marries and kills. We’re not done with our Watches and Wonders 2025 coverage yet, either – not by a long shot – so stay tuned for plenty more articles and videos on the most interesting new watches of April.