Let the games begin: Watches & Wonders 2026 opens its doors
Watches & Wonders Geneva 2026 will open its doors on April 14. Initially, the event will be reserved for industry professionals, before opening to the general public from April 18 to 20.
However, anyone wishing to attend Watches & Wonders 2026 will need to pay a fee: a day ticket costs 70 CHF on the weekend and 50 CHF on the following Monday. In return, visitors gain access to the Palexpo halls, where 65 brands will be exhibiting. The diverse “In The City” program, on the other hand, remains free of charge.
According to the organizers, this is the largest gathering of the watch industry ever held in Geneva—making it even larger than the former Richemont event, the Salon International de la Haute Horlogerie (SIHH), which took place for nearly three decades until 2019.
Around 60,000 visitors, 1,700 journalists, and more than 6,000 retailers are expected this year. The event’s momentum is also reflected in the number of exhibitors: it has nearly doubled in less than five years, with eleven new brands participating for the first time in 2026.
With around 7,000 participants, months of preparation, and the creation of a veritable “city within a city,” the event takes on a considerable logistical and economic scale. The organizers describe it as a “temporary ecosystem” that will have a tangible impact on Geneva, its local stakeholders, and the city’s position as a leading destination for watchmaking.
Matthieu Humair, CEO of the Watches & Wonders Geneva Foundation, also highlights the event’s unifying power: “Watches & Wonders Geneva is a place that brings people together, inspires them, and shapes the industry. Together, we are shaping the future of watchmaking.”
Younger consumers appreciate watches
A glance at the audience shows that mechanical timepieces are no longer just for established collectors: last year, a quarter of the tickets for the Public Days went to people under 25. In 2026, the event will once again be open to everyone starting on April 18—whether you come alone, with friends, or with family, and whether you take a guided tour or not.
“We want to continue shaping time and passing on the art of watchmaking to future generations with purpose and passion,” Humair emphasizes.
Geneva Celebrates the Art of Watchmaking
During the fair week, the city itself becomes a stage: with an expanded cultural program—enriched, among other things, by a partnership with the Montreux Jazz Club—the art of watchmaking extends far beyond the exhibition halls and into public life.
Retailers, cultural institutions, boutiques, and local partners are joining forces to create a diverse program of exhibitions, lectures, activities, and immersive experiences.
Watches & Wonders 2026: Exhibiting Brands
A. Lange & Söhne | Alpina | Angelus | Armin Strom | Arnold & Son | Artya Geneve | Audemars Piguet | Baume & Mercier | Behrens | Bianchet | Bremont | B.R.M Chronographes | Bulgari | Cartier | Chanel | Charles Girardier | Charriol | Chopard | Christiaan van der Klaauw | Chronoswiss | Corum | Credor | Cyrus Geneve | Czapek & Cie. | Eberhard & Co. | Favre Leuba | Ferdinand Berthoud | Frederique Constant | Genus | Gerald Charles | Grand Seiko | Grönefeld | Hautlence | Hermès | H. Moser & Cie. | Hublot | IWC Schaffhausen | Jaeger-LeCoultre | Kross Studio | Laurent Ferrier | L’Epee 1839 | Louis Moinet | March LA.B | Nomos Glashütte | Norqain | Oris | Panerai | Parmigiani Fleurier | Patek Philippe | Pequignet | Piaget | Raymond Weil | Ressence | Roger Dubuis | Rolex | Rudis Sylva | Sinn Spezialuhren | TAG Heuer | Trilobe | Tudor | U-Boat | Ulysse Nardin | Vacheron Constantin | Van Cleef & Arpels | Zenith
