Story Highlight
– 10,450 visitors and 87 brands attended in 2026.
– Attendance rose by 10% from the previous year.
– Event prioritized interaction over traditional exhibition formats.
– Las Vegas theme set the tone for the future.
– Focus on enjoyment and human connection in watchmaking.
Full Story
Geneva’s Time to Watches event in 2026 saw a significant turnout, attracting 10,450 attendees alongside 87 brands, reflecting a 10% increase from the previous year.
Event organisers attributed this rise in participation to a burgeoning interest in innovative and accessible watchmaking experiences, with a noticeable shift in collector engagement. Visitors appeared increasingly eager to forge closer relationships with both brands and artisans.
The event featured a “watchmaking Village” concept, thoughtfully designed to prioritise visitor interaction over the traditional exhibition approach typically seen at trade fairs. This year’s opening night embraced a vibrant Las Vegas theme, setting an engaging tone for the forthcoming US edition and enhancing the immersive experience present in Geneva.
The ceremonial ribbon cutting was conducted by Michel Pomatto, Administrative Councillor of Le Grand-Saconnex, along with notable industry leaders such as Yves Bugmann, the president of the Federation of the Swiss Watch Industry.
The launch drew hundreds of attendees, who experienced a festive atmosphere that permeated the week-long event. Organisers crafted the 2026 programme as a festival, featuring a blend of workshops, live demonstrations, content creation, and brand-focused experiences.
A central “Garden” area served as a gathering space, promoting interactions between professionals and enthusiasts alike. The presence of food trucks, casual seating areas, and networking spots contributed to an inviting, community-oriented ambience.
Formal business discussions were facilitated in dedicated areas such as the Villa, Annex, Lodge, and Cellar, offering spaces for more structured engagements. Organisers noted that this format allowed brands to transform conversations into concrete business opportunities while fostering a more relaxed environment.
Looking ahead, Time to Watches will occur in Las Vegas from May 27 to 31 alongside the COUTURE show, before returning to Geneva for its 2027 edition. Christian Wipfli, the founder and director of Time to Watches, remarked: “We are proud to have helped reshape the philosophy of watch fairs. Yes, there are new releases. Yes, there is business. But above all, there is enjoyment. These are moments of connection, where watchmaking is experienced at its most human.”
