Events, jazz and novelties: all set for Watches and Wonders 2026
From 14 to 20 April Geneva hosts the new edition of the fair, which this year hosts 66 brands and aims to involve the whole city as well as the younger public
Only a few days remain until the 2026 edition of Watches and Wonders, the world's most important (and largest) watch fair, which opens on Tuesday 14 April in Geneva and will run until the 20th. Despite the ongoing global turmoil, a large turnout is expected. This is emphasised by Matthieu Humair, CEO of Watches and Wonders Geneva Foundation, which is organising the event: "We expect about 60,000 visitors, 1,700 of them media and 6,000 retailers. We have registered hotel bookings for more than 50,000 overnight stays and our premium packages for the weekend are sold out".
The event will feature the new products of 66 brands at Palexpo (6 more than in 2025), with entrance reserved for trade professionals on the first four days and open to the public on the last three, from 18 to 20 April, by purchasing a ticket on the official website: in 2025, 23,000 tickets were issued (+21% on 2024), while the total number of visitors was 55,000 (+12% on 2024). "To date we do not foresee an increase in the number of days open to the public in the future. But we are always flexible: the evolution of the format will always be guided by the needs and expectations of our exhibitors,' Humair adds. Major exhibitors include Rolex, Cartier, Patek Philippe, Chanel, Panerai, Iwc, Vacheron Constantin, Chopard, Tag Heuer, Hublot, Van Cleef & Arpels and Hermès, but also a large number of independent and artisan brands. The big names were joined in 2025 by Bulgari and, from this edition, Audemars Piguet. "Their participation, as well as the long-standing commitment of all the other brands, reinforces the collective spirit of the show and underlines its importance as a key event," continues the CEO. "It also sends out a strong and clear message: the leading maisons recognise the value of coming together and contributing to the entire watchmaking ecosystem.
Unity of purpose, then, after a complicated 2025 for the luxury world and with a 2026 currently full of unknowns. Humair explains: 'After the pandemic, the return to a physical event in 2022 had reaffirmed the need for the industry to come together once a year. This edition is at a new crossroads that not only builds on the momentum of past years, but also reflects the industry's determination to innovate, inspire and unite even in times of change.
The watchmaking experience promised to visitors of Watches and Wonders 2026 will be even more immersive, thanks in part to the In the City programme and the new partnership with the Montreux Jazz Festival, which will feature live performances in a new 600-square-metre location. "There will be activities at the stands, workshops and guided tours at the fair. We have expanded the In the City programme to include museums, concert halls and bookshops'.
There will also be many activities for the younger generations: "In 2025, with Watches and Wonders, almost 10,000 young people discovered our world. A result that we are determined to consolidate thanks also to the new Watchmaking Village in the city, and to the fun activities designed for children and young people,' Humair concludes. On the possibility of new brands joining us in the future, I can say that dialogue is always open with everyone and we encourage every brand interested to express their interest. The Palexpo still has space available, but it is not unlimited: that is why we will carefully evaluate possible growth'.
