Time to Watches 2026 – The Dynamics of the Creative Format
With its 2026 edition, Time to Watches has impressively confirmed its growing importance within Geneva Watch Week. With 87 brands and 10,450 visitors—an increase of about 10 percent over the previous year—the event underscores the momentum of the format.
Growth and a changing audience
What stands out most is the composition of the audience: in addition to industry professionals, there was a strong presence of collectors. Interest is clearly shifting toward a watchmaking industry that is more independent, creative, and accessible—and one in which personal interaction is increasingly taking center stage.
The “Watchmaking Village” as an alternative
This is exactly where the Time to Watches concept comes in. With its “Watchmaking Village,” the event deliberately challenges the traditional trade show model and replaces it with an open, almost festival-like structure.
The central “Garden” served as a social hub—featuring food trucks, lounge areas, and space for spontaneous encounters. At the same time, the Villa, Lodge, Annex, and Cellar provided the necessary infrastructure for focused discussions and business deals.
Exchange Becomes Business
This combination of an informal atmosphere and a professional setting once again proved to be a winning formula. Discussions not only took place but often led directly to concrete business opportunities—a clear sign of the format’s growing relevance.
Watchmaking as an Experience
Time to Watches also made its mark with its program: workshops, demonstrations, and content formats created an environment that not only showcases watchmaking but also brings it to life.
The opening—deliberately staged with a Las Vegas-inspired setting—set the tone for a week marked by energy and a sense of community.
Outlook: Expansion and Ambition
Looking ahead, the direction is clear: Time to Watches does not see itself as a supplement to, but rather as an alternative to, the traditional trade show model. The next event will take place in Las Vegas at the end of May, before the format returns to Geneva in 2027.
Or, as founder Christian Wipfli puts it:
“It’s not just about new products and business—but above all about the moments when watchmaking becomes a shared experience.”
