Milano Watch Week Kicks Off

featuring 55 brands at the Palazzo Mezzanotte in Milan

Milano Watch Week is set to return for its second edition. From October 2 to 4, 2026, the Palazzo Mezzanotte on Piazza Affari will serve as a gathering place for collectors, enthusiasts, brands, and independent watchmakers. The organizers are calling this year’s event the most ambitious edition yet: 55 brands have been announced, including established maisons, independent manufacturers, and up-and-coming names.

This means Milan is picking up exactly where we had already placed this fall’s events: less of a traditional trade show and more of a focus on direct contact with collectors, the community, and a style-conscious audience. Milano Watch Week combines haute horlogerie with independent brands and, with After Time, also caters to a broader segment.

Among the announced participants are Czapek, De Bethune, Ferdinand Berthoud, Franck Muller, Greubel Forsey, MB&F, Parmigiani Fleurier, Ressence, Romain Gauthier, Ulysse Nardin, Urwerk, and Zenith. In the After-Time section, exhibitors include Atelier Wen, Dennison, Doxa, Furlan Marri, Louis Erard, Oris, Raymond Weil, Seiko, Squale, and Venezianico.

Another new feature in 2026 is the venue. The historic Palazzo Mezzanotte, home to the Italian Stock Exchange, will replace the Terrazza Martini and provide significantly more space for the event. Milano Watch Week remains deliberately accessible to the public: the program includes encounters with brands, rare and hard-to-find models, as well as accompanying events centered on craftsmanship, design, style, and the Italian way of life. There will be no on-site sales; prospective buyers will be directed to boutiques and retail partners in Milan.

General admission tickets are already sold out

As a result, demand is high: General Admission tickets are currently sold out for all three days of the event. Regular public hours are from October 2 through 4, from 10 a.m. to 7 p.m. each day. Admission is granted only to those with confirmed registration and a personal ticket.

Milano Watch Week thus adds another highlight to the fall event calendar in Europe—with a strong focus on community, independent watchmaking, and the hands-on experience of the watches.