Story Highlight
– Watches and Wonders Geneva runs from 14 to 20 April 2026.
– Eleven new brands join this year’s event.
– Expected attendance: 6000 retailers, 1600 journalists, 15,000 guests.
– Montreux Jazz Festival partners for evening programming.
– New features include LAB focus on innovation and start-ups.
Full Story
The prestigious Watches and Wonders Geneva is set to take place from 14 to 20 April 2026, evolving into a seven-day showcase of horological excellence alongside a host of citywide events. This year marks a significant expansion, with the addition of 11 new brands and an enriched In the City programme aimed at deepening the understanding of watchmaking among professionals and the general public alike.
Organisers anticipate robust attendance figures, projecting over 6,000 retailers, 1,600 international journalists, and around 15,000 invited guests, building on last year’s total of nearly 55,000 visitors from 125 different countries.
Throughout the week, participants can expect to see the latest watch launches at the Salon, while Geneva’s city centre will come alive with public events, exhibitions, and performances, all designed to enhance engagement with the watchmaking world.
A notable addition for 2026 is a collaboration with the Montreux Jazz Festival, which will present evening programming at a new location on Quai Général-Guisan.
The Pont de la Machine building will serve as the venue for the Watchmaking Village, where aspiring watchmakers can attend introductory workshops and career information sessions facilitated by the Swiss Watchmaking Industry Employers’ Association (CP), among other horological offerings.
Participating brands will enliven their Geneva boutiques with unique animations and presentations throughout the event, while the much-anticipated traditional Thursday night celebration will feature a musical performance set against the picturesque backdrop of the lake.
Inside the Salon, attendees will encounter several innovative features. The LAB area, newly redesigned, will concentrate on innovation and emerging technologies, highlighting around 15 start-up projects selected from more than 60 applicants. The chosen projects will be evaluated on criteria such as innovation, sustainability, social impact, and their relevance to the watch industry.
The ongoing partnership with ECAL (University of Art and Design Lausanne) will allow students from the Master of Advanced Studies in Design for Luxury and Craftsmanship programme to showcase immersive installations that offer new perspectives on the experience of time.
The schedule also includes the Wake Up! exhibition, which explores the evolution of alarm clocks from the Middle Ages to contemporary times.
Tickets for the event will be available for purchase online starting 10 February 2026 at watchesandwonders.com.
