Story Highlight
– Geneva Watch Days scheduled for September 2-6, 2026.
– Event attracted 66 brands and 14,000 visitors in 2025.
– Organisers promote open access to brand executives and launches.
– Focus on sustainability and responsible transport for 2026.
– Founding brands will return alongside 61 additional exhibitors.
Full Story
Geneva Watch Days is set to return to the Swiss city from 2 to 6 September 2026, with organisers aiming to build on the impressive attendance achieved during the prior year’s event.
This year’s gathering, the seventh since its inception, follows a prosperous 2025, where 66 brands showcased their offerings to an audience of 14,000, which included nearly 1,900 representatives from the industry, including retailers, collectors, and media professionals.
The 2026 event will maintain its commitment to an inclusive and decentralised format, enabling attendees to engage directly with brand leaders, expert watchmakers, and view the latest product unveilings throughout the city.
Jean-Christophe Babin, the president of the Geneva Watch Days Association and CEO of Bvlgari, commented on the significance of the event’s informal and accessible nature in establishing it as a key platform in the watch sector since its launch in 2020.
“From the beginning, we’ve stuck to a straightforward, open format: accessible, efficient, welcoming, with genuine freedom of expression,” Babin explained. He noted that, “Seven years ago, this approach was novel in the watch industry, and we had no idea how well it would be received. Year after year, it’s been proven to be the right call: a framework that fosters interaction, sparks productive discussions, and encourages more direct relationships between brands, professionals, media, collectors, and the general public.”
Babin acknowledged the essential support from the Canton and City of Geneva in facilitating the event’s growth. He expressed satisfaction that their original vision has not only been validated but is also increasingly relevant today.
The venue for the event will again be the Rotonde du Mont-Blanc, featuring a variety of activities such as conferences, networking breakfasts, panel discussions, and public presentations alongside brand showcases.
The 2026 line-up will include founding brands such as Breitling, Bvlgari, MB&F, Ulysse Nardin, and Urwerk, returning alongside an additional 61 exhibitors, which feature names like TAG Heuer, Zenith, Jacob & Co., and Bremont.
Details regarding the complete list of exhibitors for 2026 can be accessed through the official event resources.
In addition, organisers have announced a stronger focus on sustainability for the upcoming edition, promoting environmentally responsible practices in transport and logistics.
