Watches and Wonders, new entries and reorganisation for the watch fair

We are about seven months away from the next edition of Watches and Wonders Geneva, the most important trade fair in the watch industry that will take place at the Palexpo in Geneva from 14 to 20 April 2026. The novelties announced by the organisation, however, are already several. The most important is the entry of eleven brands that will increase the total number of exhibitors to 66. Among them, there will be a big name in the sector, Audemars Piguet, which returns to the Geneva event after its last participation in 2019, and will expand the parterre of an event that already includes important names such as Rolex, Patek Philippe, Cartier, Vacheron Constantin, Bulgari, Chopard, Chanel, Panerai, Iwc, Tag Heuer, Hublot and Van Cleef & Arpels.

The return of Audemars Piguet confirmed what the ceo of the maison, Ilaria Resta, had expressed in an interview with Il Sole 24 Ore in March 2024, a few months after taking office at the company, in which she had shown some openness in this regard. Other news relates to the relocation of the H. Moser & Cie and Frederique Constant brands to the main hall of the exhibition complex.

These new arrivals and internal changes will entail a redesign of the spaces. For example, independent and artisan companies will exhibit in two areas of the fair: 23 will be at the Carré des Horlogers and 15 at the Mezzanine. Also in 2026, there will be three days open to the public with events, workshops and initiatives planned at the fair but also in the city. Matthieu Humair, CEO of the Watches and Wonders Geneva Foundation, explains: "The aim is to offer a real cultural programme that involves the entire city and goes beyond the fair by offering a rewarding and diversified experience.

From Geneva to Milan where, between October and November, two more events are scheduled for watch enthusiasts. From 3 to 5 October at the Rotonda del Pellegrini in via delle Ore 3, After Time 2025 by Milano Watch Week will take place, an event open to the public subject to registration on the dedicated website, which will be animated by over 20 brands on display (including Oris, Seiko, Venezianico and Wyler Vetta) and a packed calendar of appointments. From 6 to 9 November, on the other hand, the sixth edition of W.O.I - Watches of Italy will be held at Superstudio Più in via Tortona 27, an event dedicated to the Italian watchmaking industry that is coming to Milan's capital for the first time.