Story Highlight
– Watches and Wonders 2026 expands to 66 exhibiting brands.
– New cultural program integrates city-wide events with the fair.
– Partnership with Montreux Jazz Club enhances cultural experience.
– Record attendance expected, with high demand for tickets.
– Focus on youth engagement through workshops and initiatives.
Full Story
The upcoming Watches and Wonders event is set against a backdrop of ongoing discussions regarding the direction of the watch industry. However, Matthieu Humair, the CEO of the Watches and Wonders Geneva Foundation, remains optimistic as preparations progress.
This year marks a significant increase in the event’s scale, with 66 brands expected to showcase their offerings in expanded venues around Geneva. The city’s center will also feature a more diverse cultural programme designed to enhance the visitor experience.
As the countdown to the event on 14 April begins, discussions with Humair shed light on what attendees—ranging from industry professionals to the general public—can anticipate at this year’s gathering.
In addressing the transition from a focus on younger talent in the 2025 edition to a broader cultural reach in 2026, Humair expressed that this year’s fair represents a crucial step in positioning Geneva as a premier destination. “Our aim is to provide a citywide cultural experience that goes beyond the Palexpo Salon, creating an engaging and immersive atmosphere throughout the city,” he stated.
Humair emphasized the ongoing commitment to nurturing the next generation of industry professionals. “While we broaden our presence and enhance our cultural identity, our dedication to emerging talents is unwavering, aiming to provide enriching experiences for all attendees.”
The inclusion of 11 new brands this year, including prestigious names like Audemars Piguet, signifies a pivotal expansion. Humair noted, “Since our return to in-person events in 2022, we have experienced steady growth. Each edition has added key players and features, affirming our ambition to solidify Geneva’s reputation in fine watchmaking.”
In terms of visitor experience, Humair acknowledged the challenges of maintaining comfort and exclusivity with the increase in exhibitors. “We aim to create the best experience yet for everyone involved, with a journey that caters to both newcomers and seasoned enthusiasts. Attention to service quality is fundamental to our identity.”
The integration of the Salon with the In The City initiative marks another innovative shift. Humair explained, “Launched in 2023, this extension has significantly evolved, and we are excited to collaborate with the Montreux Jazz Club for the first time, enhancing the cultural offerings of the event.”
The partnership with the Montreux Jazz Festival is seen as crucial in broadening Geneva’s appeal beyond a traditional trade fair. “This collaboration exemplifies our vision of a comprehensive cultural landscape that encompasses music, art, and literature, showcasing excellence and a passion for nurturing new talent,” Humair remarked.
With expectations running high, attendance figures have risen significantly, with around 55,000 visitors reported last year. “Feedback has been incredibly positive, and the demand is strong, with many brand presentations fully booked,” Humair indicated. “We are on track for record engagement this year.”
Continuing the commitment to youth, Humair highlighted the new Watchmaking Village, where hands-on workshops and career pathways will be provided, aiming to inspire the younger generation with practical experience in watchmaking.
Reflecting on his previous assertion regarding Watches and Wonders as a stabilising force within the industry, Humair stated that the ambition and scale of 2026’s event demonstrate renewed confidence. “The evolving nature of the industry and brands’ responses signal a collective vision for the future of watchmaking,” he concluded.
As the event approaches, Humair believes this year’s edition fulfills the aspiration to establish Geneva as the “capital of time.” “This is where our ambition meets reality, serving as a pivotal moment for the industry as we come together to share a unified vision,” he said, marking a significant step forward for both the event and the watchmaking community.
