Watches and Wonders Geneva sets its sights on expansion for its 2026 edition

The Swiss watchmaking event, open to both professionals and the general public, expects to attract many visitors from April 14 to 20, with a program rich in activities and the addition of a dozen newcomers or returning exhibitors, including the iconic Audemars-Piguet, to its sixty exhibiting Houses. LUXUS PLUS is once again a partner of the event.

There should be no shortage of excitement at the upcoming Watches and Wonders Geneva…

The must-attend watchmaking event, of which LUXUS PLUS is once again a partner, is pulling out all the stops to attract and captivate its upcoming visitors, whether they are professionals or enthusiasts. For the past four editions, the event has been open to the general public during a long weekend for the 2026 edition (from Saturday, April 18 to Monday, April 20). Professionals will have their own dedicated window from April 14 to 17, 2026.

Eleven new brands, including Audemars Piguet

While the 2025 edition attracted nearly 55,000 visitors of 125 different nationalities, more than 6,000 retailers, around 15,000 guests from around the world, and 1,600 international journalists are expected in 2026.

The event itself, held both at Palexpo Geneva, the Swiss city’s international exhibition and convention center, and increasingly in its city center, is set to expand.

A dozen major new watchmakers, including Audemars Piguet, Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, l’Epée 1839, March LA.B, and Sinn Spezialuhren, will join the ranks of exhibiting brands, bringing the total to 66 this year.

The comeback after a six-year absence of Audemars Piguet, one of Switzerland’s largest manufacturers, will obviously be closely scrutinized, with the expected arrival of powerful new versions of its Royal Oak watch and new complications and materials.

Expanded format

To welcome newcomers and returning exhibitors, the Salon has been expanded and reorganized, with two new spaces dedicated to independent artisan-creators.

Launched in 2020, the LAB has undergone a significant transformation, evolving from a simple space dedicated to watchmaking innovation and emerging technologies to a true international incubator.

This year, start-ups, research laboratories, designers, and tech entrepreneurs were able to submit their projects for exhibition at the Salon. Fifteen projects were selected from 60 applications, based on criteria such as technological innovation, relevance to the world of watchmaking, sustainability, and social impact.

Continuing with this approach of preparing for the future, the partnership with ECAL (Lausanne University of Art and Design) has been renewed for the third consecutive year. Students from the Master of Advanced Studies in Design for Luxury and Craftsmanship program will present “original installations, inviting visitors to experience time in a truly immersive way.” Among these, Le Cadran will serve as both a reception area and a meeting point at the entrance to the Salon. Consisting of eight benches and four tables arranged around a central tower, evoking the shape of a clock face, it will invite visitors and exhibitors to take a break or meet up.

A History of the Alarm Clock

In contrast, the Wake Up! exhibition will take visitors on a fascinating journey through the history and uses of the alarm clock, from the Middle Ages to the present day. More than 50 timepieces will be on display, ranging from collective chronometers and public bells to personal alarm devices such as wristwatches and alarm clocks. But not everything will take place at Palexpo; far from it, events will also be held in the heart of Geneva.

The organizers emphasize that the exhibiting brands have “prepared exciting surprises, with activities and presentations throughout the week in their downtown stores.” In general, the “In the City” program has been “designed to make every day a truly unique event and experience.”

The Watchmaking Village, located in the Pont de la Machine building, will serve as both a landmark and a starting point for guided tours throughout the city. “Visitors will find introductory workshops on watchmaking, professional opportunities, and career paths organized by the Confederation of Swiss Watch Industry Employers (CP),” and finally, “other watchmaking-related initiatives.”

Festive nighttime atmosphere

Who said Swiss evenings were too tame?

A brand-new venue on the Quai Général-Guisan will open its doors as part of an exclusive partnership with the Montreux Jazz Festival, which has been invited to develop the musical program for these late-night events, combining live concerts and DJ sets.

Open every evening from 5 p.m. to 11 p.m. and accessible to the public by reservation, the concept is inspired by the iconic Montreux Jazz Club, known for offering “an immersive experience combining live concerts, close interaction with artists, and an intimate atmosphere.” It will showcase jazz bands, of course, but also emerging talents from the international music scene. Finally, it will also be possible to enjoy the city’s nightlife, with late-night shopping, food trucks, and artistic performances.

You won’t even notice the time passing…