- Watches & Wonders returns to Geneva and will take place from the 14th to 20th of April 2026
- Watches & Wonders 2026 will see more than 60 brands display their novelties
- Audemars Piguet is making its Watches & Wonders debut this year
- The event will be media-only for the first four days and open to the public on the 18th, 19th, and 20th of April
Watches & Wonders is to horological aficionados what Pitti Uomo is to sartorial enthusiasts. The main watch industry trade show, Watches & Wonders takes place at the Palexpo in Geneva, Switzerland. It’s the place to be to discover new releases and one-off displays from iconic watch brands like Rolex, A. Lange & Söhne, Jaeger-LeCoultre, Cartier, Arnold & Son, Parmigiani Fleurier, and Piaget. With the trade show now its sixth year, here’s everything you need to know about Watches & Wonders 2026.
Related: Keep up with all the latest and greatest releases from Watches & Wonders at our dedicated hub here.
What is Watches & Wonders?
Watches & Wonders is the largest watchmaking summit in the world. The trade show takes place at the Palexpo in Geneva, Switzerland over the course of a week and brings together key watch brands, retailers, industry executives, and journalists from around the world. Watches & Wonders is organised by the Watches and Wonders Geneva Foundation (WWGF) and was previously known as the Salon International de la Haute Horlogerie (SIHH) before undergoing a rebrand in 2019. The first Watches & Wonders event took place in 2020 as a digital event, with the physical event making its debut in 2022.
Although watch brands often release new drops throughout the year, Watches & Wonders is the event where most of them showcase the bulk of their core releases — including new mechanical innovations, models, and designs. For brands like Cartier and Rolex in particular, Watches & Wonders sets the tone for the year ahead.
Watches & Wonders 2026 will see 66 brands showcasing their timepieces, which is the largest number in the event’s history to date.
In addition to product presentations by exhibiting brands, there will also be guided tours, branded booth animations, and discussion panels with experts and industry personnel throughout the week.
While Watches & Wonders debuted as a trade-only event, it has been open to the public since 2023. This year, the dedicated public access days are the 18th, 19th, and 20th of April.
Which brands will be at Watches & Wonders 2026?
This year’s Watches & Wonders promises to be the largest event yet, with Watches & Wonders 2025 marking the first event since Chanel, Hermès, and LVMH joined the Watches and Wonders Geneva Foundation (WWGF) board. The WWGF was founded in September 2022 by Rolex, Richemont, and Patek Philippe, with Rolex CEO Jean-Frédéric Dufour serving as chairman. Dufour’s two year tenure has now come to an end, with Cartier CEO and president Cyrille Vigneron taking his place.
Over 60 brands and maisons will exhibit at Watches & Wonders 2025. Bulgari, an LVMH-owned brand, is making its Watches & Wonders debut, as are independent brands Christiaan van der Klaauw, Armin Strom, HYT, Genus, Kross Studio, and MeisterSinger. Here is the full list of brands exhibiting at Watches & Wonders 2025:
- A. Lange & Söhne
- Alpina Watches
- Angelus
- Armin Strom
- Arnold & Son
- ArtyA Watches
- Audemars Piguet
- Baume & Mercier
- Behrens
- Bianchet
- Bremont
- B. R. M. Chronographes
- Bulgari
- Cartier
- Chanel
- Charles Girardier
- Charriol
- Chopard
- Christiaan Van Der Klaauw
- Chronoswiss
- Corum
- Credor
- Cyrus Genève
- Czapek & Cie
- Eberhard & Co.
- Favre Leuba
- Ferdinand Berthoud
- Frederique Constant
- Genus
- Gerald Charles
- Grand Seiko
- Grönefeld
- H. Moser & Cie.
- Hautlence
- Hermès
- Hublot
- IWC Schaffhausen
- Jaeger‑Lecoultre
- Kross Studio
- L’Epee 1839
- Laurent Ferrier
- Louis Moinet
- March LA.B
- Nomos Glashütte
- Norqain
- Oris
- Panerai
- Parmigiani Fleurier
- Patek Philippe
- Pequignet
- Piaget
- Raymond Weil
- Ressence
- Roger Dubuis
- Rolex
- Rudis Sylva
- Sinn
- TAG Heuer
- Trilobe
- Tudor
- U‐Boat
- Ulysse Nardin
- Vacheron Constantin
- Van Cleef & Arpels
- Zenith
Which brands will not be at Watches & Wonders 2026?
You may have noticed a certain subsection of brands missing from the Watches & Wonders exhibitor list above. The Swatch Group does not participate in Watches & Wonders, meaning notable manufactures like Omega, Blancpain, Glashütte Original, and Breguet will not be present. Additionally, Richard Mille does not participate in Watches & Wonders. While Audemars Piguet has not historically participated in Watches & Wonders, the Vallée de Joux manufacture will make its debut at the fair this year.
Where is Watches and Wonders 2026?
For the fifth year in a row, Watches & Wonders will take place at the Palexpo Exhibition Centre, located next to Geneva Airport. In addition to the main exhibition centre, many maisons and brands will host members of the press, industry insiders, and clients at private events and showings around the city, including in the Beau-Rivage and President Wilson hotels.
Where can I find Watches & Wonders 2026 releases?
We’ll be covering all the best new watch releases from Watches & Wonders 2026 here on Albert Review. You’ll be able to find all the latest releases from the likes of Rolex, Cartier, Zenith, Chopard, and Audemars Piguet, and Patek Philippe here, as well as the best releases from independent watch brands like Arnold & Son and Armin Strom.
Words by Henry Blake
