Tokyo (SCCIJ)—Watches and Wonders Geneva 2026 opens on Tuesday, larger in scale than ever, with 66 exhibiting brands and an expanded city program. The headline change for 2026 is the arrival of Audemars Piguet, joined by ten other new brands.
Watch celebration
This year’s edition will run for another seven days, turning Geneva into the center of the international watch industry once again. It keeps the first four days for trade visitors, then opens to the public from April 18 to 20. The event promises a true immersion into the innovation and craftsmanship of leading watch brands.
Besides industry giants like Rolex, Patek Philippe, Richemont, and LVMH brands, as well as newcomer Audemars Piguet, these ten brands are also exhibiting for the first time: Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, l’Epée 1839, March LA.B, and Sinn Spezialuhren.
Breitling will exhibit its innovations at the Geneva Watch Days in early September. The time piece maker co-founded the Watch Days and remains a driving force behind the decentralized event in Geneva. The 2026 edition will take place from September 2 to 6.
Destination Geneva
Watches and Wonders will draw a substantial international audience. According to the organizers, this year’s event will welcome more than 6,000 retailers, 1,700 international journalists, and around 15,000 guests from around the world, with nearly 60,000 visitors expected. The previous edition attracted nearly 55,000 visitors representing 125 nationalities, underlining the fair’s growing importance not only for the Swiss watch sector but also for Geneva as a destination.
“The 2026 edition of Watches and Wonders Geneva marks a turning point in our desire to set Geneva as a leading destination,” said Matthieu Humair, chief executive of the Watches and Wonders Geneva Foundation. “We want to provide visitors of all generations with a rewarding, entertaining, and diverse experience.”
Attractive side events
Hence, the fair is expanding its “In the City” program. It will run throughout the week to bring watchmaking beyond the exhibition halls and into central Geneva. Organizers are partnering with the Montreux Jazz Festival for evening events at a new venue for live performances and DJ sets.
The Watchmaking Village at the Pont de la Machine, organized by the Swiss Watchmaking Industry Employers’ Association, will host introductory workshops, live demonstrations, and information on training and careers in the industry, while participating brands are also preparing special presentations and animations in their city-center boutiques. Inside the Salon, the fair will continue to highlight innovation and education. The LAB focuses on new technologies and start-up ideas.
At the same time, the partnership with the University of Art and Design in Lausanne enters its third year. Students in design for luxury and craftsmanship will present new installations. The “Wake up!” exhibition traces the history of alarm clocks and timekeeping devices from the Middle Ages to the present, with more than 50 objects from the collections of Geneva’s Museum of Art and History.
Text: SCCIJ based on material of Watches & Wonders
