Audemars Piguet: Back in the spotlights of Geneva
It was only a few years ago that Audemars Piguet left the Geneva Watch Fair—then known as the SIHH, which was held for the last time in 2019.
Traditional trade shows no longer seemed relevant to the manufacturer. Instead, it increasingly focused on selling its products directly and showcasing them at events it organized itself. Now AP is making a comeback and will be exhibiting at Watches & Wonders 2026.
After all, according to Audemars Piguet, the brand still has select retail partners—such as Seddiqi in the Middle East and Westime in the U.S. Above all, however, the brand is focused on maintaining a presence at what has become the most important international watch fair.
In fact, the company takes a different approach to preparations than many other exhibitors. While they typically unveil their new products only at the start of the fair in April—though the press and influencers are often informed in advance but bound to secrecy until then—AP has already presented nearly all of its new products for Watches & Wonders 2026:
From slightly revised models or those predictably available in a range of colors, to the sensation of the “150 Heritage” pocket watch released to mark the anniversary year, all the way to what is arguably the most talked-about piece to date, the “Neo Frame” with its rectangular case and jumping hour—a reinterpretation of a 1929 model currently on display at the AP Museum.
“Neo” – a new collection
Unlike previous “Remastered” models, the “Neo” is not intended to be a one-off project, but rather to launch a standalone collection. The challenge now is to convince the watch world—particularly at the AP Houses—that this shape, which is unusual today, can also offer a high level of comfort when designed properly.
In fact, the virtually seamless strap ensures that the gold and sapphire crystal case fits snugly on the wrist. AP points to the three-year development period, thereby confidently dispelling the suspicion that the “Neo Frame” is a response to Cartier’s “Tank à Guichets” disc watch, unveiled last year, which also draws inspiration from a historical model from the 1920s.
With the “Neo” on your wrist, one can already speculate about what other variations—beyond different materials—might follow. After all, the space between the hour and minute windows offers potential for additional displays.
The fact that Audemars Piguet is unveiling its new models so early and already handing them out to brand ambassadors is generating buzz even before the trade show—sometimes unintentionally. During his Super Bowl halftime show, Puerto Rican musician Bad Bunny wore a striking “Royal Oak” in yellow gold with a malachite dial. The model with a 41-millimeter case diameter went viral immediately and became the must-have piece—though it wasn’t exactly the model he wore: In fact, Bad Bunny wore the 37-millimeter version on his slender wrist. Still, this one is 5,500 euros cheaper.
The manufacturer plans to unveil another new product—something “more lifestyle-oriented”—only at the fair itself. So even at Audemars Piguet, the suspense will remain until the very end.
