Every April, the watchmaking world holds its breath. Brands that have spent months, sometimes years, sometimes decades, developing their most ambitious timepieces finally get to pull back the curtain, and the place they do it is at Watches and Wonders.
If you’ve been seeing the name crop up in watch coverage (we’ve been there a few times before, and will be attending again this year) and wondered what all the fuss is about, here’s everything you need to know ahead of the 2026 edition.
What is Watches and Wonders?
Watches and Wonders is the biggest international watch fair around, bringing together the greatest names in horology under one roof for a week of new releases, exhibitions, and industry events. Think of it as the Mobile World Congress (MWC) or Consumer Electronics Show (CES) equivalent for watches.
The event is organised by the Watches and Wonders Geneva Foundation, a non-profit body created in 2022 on the initiative of Rolex, Richemont, and Patek Philippe. Its mission is to promote watchmaking on a global stage.
When is it in 2026?
This year’s edition runs from the 14th to the 20th of April 2026. It is open to both industry professionals and the general public.
Organisers expect more than 6000 retailers and 1600 international journalists to attend, alongside around 15000 guests from across the world.
Which brands are exhibiting?
The 2026 edition is the biggest yet, with 11 new brands joining the roster. The exhibitor list reads like a who’s who of watchmaking, spanning Swiss institutions, independent maisons, and specialist watchmakers. Patek Philippe, Rolex, Audemars Piguet, Vacheron Constantin, and Cartier anchor the show at the very top of the prestige spectrum.
Alongside them you’ll find Jaeger-LeCoultre, IWC, TAG Heuer, Hublot, Zenith, Chopard, Panerai, and dozens of others – from Grand Seiko to Nomos Glashütte, and from small independents to cult favourites like H. Moser & Cie. and Ressence.
In total, well over 60 brands will be presenting new watches across the week.
What actually happens at the show?
The event has two distinct dimensions: the Salon itself, held at the Palexpo convention centre, and a sprawling city-centre programme called Watches and Wonders In The City.
Inside the Salon, each brand occupies its own stand where it unveils new references, hosts press appointments, and welcomes guests.
Beyond the brand booths, there is plenty more to explore. The LAB, the show’s innovation hub, has been redesigned for 2026 and will spotlight around fifteen start-up projects selected from sixty applications – emerging technologies and ideas at the cutting edge of horological thinking.
A new exhibition called Wake Up! charts the history of the alarm clock from the Middle Ages to the present day, drawing on more than fifty timepieces from the collections of the Musée d’Art et d’Histoire de Genève.
Out in the city, a brand-new venue on Quai Général-Guisan has been created in exclusive partnership with the Montreux Jazz Festival, which will curate the musical evenings throughout the week.
The Watchmaking Village will offer introductory workshops, career guidance and there will be guided tours of the city.
How do you get tickets?
Online ticket sales opened on 10th of February 2026 via the official website. If you’re planning to attend, that’s your first port of call.
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