Watches and Wonders Geneva 2027: 75 brands and seven days in the city

Watches and Wonders Geneva will grow to 75 exhibiting brands in 2027. Thirteen new brands will be joining the Salon for the upcoming edition, taking place April 5–11. At the same time, the fair at Palexpo will feature a new exhibition design, while the public city program “In The City” will span the entire event week for the first time.

13 New Brands for Watches and Wonders 2027

Among the newly announced participants are Akhor, Alain Silberstein, Berneron, Breva Genève, Fortis, Kerbedanz, Porsche Design, Singer Reimagined, and Stollenwurm. Also included are Breitling, Damiani, Gallet, and Universal Genève, whose participation had already been announced in June.

With these new additions, the trade show is expanding not only its list of brands but also the range of its exhibitors. Alongside established names are young independent manufacturers, design-oriented suppliers, and revived traditional brands. Particularly notable is the return of Universal Genève and Gallet to a major international trade show. Breitling’s participation also strengthens the presence of major Swiss manufacturers.

75 exhibitors spread across three exhibition areas

The 75 brands are spread across three areas at Palexpo. The main hall will host 32 larger exhibitors. The Carré des Horlogers brings together 27 brands, having tripled in size over the past decade. Another 16 exhibitors will be on display on the mezzanine.

This breakdown shows how Watches and Wonders has changed since it opened its doors to a broader audience. On the one hand, the event remains a key gathering for manufacturers, retailers, and the media. On the other hand, independent watchmakers and smaller brands are playing a more prominent role in the overall picture of the event.

New Scenography at Palexpo

The design of the exhibition halls will undergo a major overhaul in 2027. Switzerland’s lakes and mountains serve as the inspiration for the new spatial concept. Wider pathways are intended to make it easier to find one’s way around and to improve the flow of visitors through the expanded exhibition space.

In addition to brand presentations, craft demonstrations, training opportunities, and workshops will play a more prominent role. In this way, the trade show continues to expand beyond mere product presentations. Watchmaking professions and traditional techniques will be featured more prominently as part of the program.

Geneva will be part of the trade show for seven days

In conjunction with the Salon, the “In The City” program will be extended to seven days. From April 5 to 11, 2027, Geneva will host a watchmaking village, in-store events, meet-and-greets with artisans, and cultural and musical events.

The expansion follows a clear principle: Watches and Wonders should not be confined to Palexpo alone. The city is increasingly becoming a second venue for the event, combining the international industry gathering with a program open to the public.

Watches and Wonders Continues to Grow

With 75 exhibitors, Watches and Wonders 2027 is reaching a whole new level. However, the number alone is not the key point. More important is the broader spectrum of participants, ranging from corporate groups to independent manufacturers, design brands, and revived historic names. At the same time, the new exhibition design is transforming the salon, while the seven-day city program further strengthens the connection between the fair and Geneva.