While I believe it is a marketing gimick, many of the watches bearing the Geneva Seal are better quality (albeit sold at a higher price). It is apparently something a watch maker has to submit to evaluation and the Seal as to be "awarded."
Yes, many many watches can get it, but usually only with decent/good craftsmanship.
If you look at Vacheron (a company known for quality pieces), not all of their watches get the Seal, my AD told me because they generally award to "dressier" pieces...don't know what to believe. My Oversea doesn't have it, but the my Patrimony Trad. does. I can't tell the difference in craftsmanship between the two.
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