The premier annual celebration of haute horlogerie is set to reach new heights in 2026, with the addition of eleven distinguished brands led by Audemars Piguet, the venerable Le Brassus manufacture. Audemars Piguet participated in the SIHH-Salon International de la Haute Horlogerie—preceding event to Watches & Wonders—up until 2019.

This expansion transforms Watches & Wonders Geneva into a comprehensive week-long experience, seamlessly integrating the traditional Salon with the In The City programming to create an unprecedented celebration of watchmaking excellence. Watches & Wonders 2026 will take place at the Palexpo April 14-20, 2026.

Notable New Arrivals

Watches & Wonders Geneva 2026 welcomes an exceptional roster of eleven new participants, bringing the total number of exhibiting brands to 66. The marquee addition is Audemars Piguet, distinguished as the oldest fine watchmaking manufacture to remain under the stewardship of its founding families. Joining AP is L'Epée 1839, Switzerland's sole manufacture dedicated exclusively to luxury clock production and now under the ownership of LVMH Group.

The complete list of new exhibitors includes Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, March LA.B, and Sinn Spezialuhren. Additionally, established participants H. Moser & Cie. and Frederique Constant will relocate to expanded booth spaces outside of the Carré des Horlogers, reflecting the event's continued growth and evolution.

Enhanced Venue Configuration

To accommodate this significant expansion while maintaining the exceptional visitor experience that defines the event, organizers have redesigned and enlarged the exhibition spaces. The independent artisan-creators, previously concentrated in a single area, will now be showcased across two dedicated zones for improved visibility and coherence.

The Carré des Horlogers grows from 16 to 23 exhibitors, while the Mezzanine expands from 9 to 15 participants. This strategic redistribution ensures each creator receives optimal exposure while maintaining the intimate atmosphere that allows for meaningful connections between artisans and enthusiasts.

Innovation Hub: The LAB Initiative

Breaking new ground, the LAB will serve as an incubator for breakthrough horological technologies. For the first time, this innovation showcase opens its doors to submissions from startups, companies, and research laboratories worldwide. Selected projects will be featured on watchesandwonders.com, providing a platform for emerging technologies to reach industry professionals, visitors, and potential partners during the 2026 event.

Comprehensive Cultural Programming

While maintaining the successful format of four professional days followed by three public days, the 2026 edition introduces an enriched daily program designed to create distinct experiences throughout the week. New initiatives include museum openings, afterwork networking events, educational workshops, youth-focused programming, and the highly anticipated Thursday evening celebration.

The City and Canton of Geneva provide crucial support for this expanded cultural agenda, while a complimentary shuttle service will facilitate seamless movement between the main Salon and In The City venues, ensuring visitors can fully explore all offerings.

"The 2026 edition of Watches and Wonders Geneva represents a pivotal moment in our mission to establish Geneva as the world's premier horological destination," explains Matthieu Humair, CEO of the Watches and Wonders Geneva Foundation. "Our vision extends far beyond the traditional salon format to create a truly comprehensive cultural experience that engages visitors across all generations with rewarding, entertaining, and diverse programming."

More info on Watches & Wonders Geneva 2026 here.