From April 14 to 20, 2026 , Geneva will once again become the beating heart of global watchmaking. The 2026 edition of Watches and Wonders marks a significant step forward: the Show and the “In The City” program will merge into a single event, offering an even more immersive and seamless experience across the fair and the city.

Eleven new protagonists

This year, eleven brands will be added to the already large exhibitor lineup, bringing the total to 66. Among the most anticipated debuts is Audemars Piguet , a historic Le Brassus company that has remained in the hands of its founding families since 1875.
Alongside it, Epée 1839 will make its entry, specializing in prestigious table clocks, as well as Behrens, Bianchet, BRM Chronographes, Charles Girardier, Corum, Creder, Favre Leuba, March LA.B and Sinn Spezialuhren .
Also noteworthy is the relocation and expansion of the stands of H. Moser & Cie. and Frédérique Constant .

Eberhard & Co.
Among the historic brands participating in the 2026 edition is Eberhard & Co. , a Swiss maison founded in 1887. In recent years, the brand has successfully combined tradition and innovation, offering reissues of iconic models alongside new collections such as the Contodat , presented at Watches and Wonders 2025, featuring the first integrated bracelet introduced in its recent production. For Eberhard, its presence at the show also provides an opportunity to showcase its historical archive, thus highlighting a journey that links the past with contemporary watchmaking.

Oris
Independent brand Oris , known for its "Change for the Better" philosophy and its creations often inspired by nature and sustainability, has confirmed its participation in Geneva in 2026. The Hölstein-based brand is renowned for its diving models, such as the Aquis line, and its aviation watches. Its presence at the show represents an opportunity to strengthen its ties with a passionate audience that appreciates the balance between quality and accessibility.

U-Boat
Italy will be represented by U-Boat , a Tuscan brand founded by Italo Fontana. True to its unmistakable style, characterized by oversized cases and the famous left-hand crown, U-Boat brings the boldest and most unconventional spirit of contemporary watchmaking to Watches and Wonders. Its participation in the show is significant: it reaffirms the role of a brand that, though young compared to the big Swiss names, has earned a prominent place thanks to its bold design and highly recognizable identity.

Seiko and Grand Seiko
Seiko will be representing Japan at Watches and Wonders Geneva 2026, with its high-end Grand Seiko brand. This is a significant opportunity because it brings to the show not only the refinement of its flagship models, but also the prestige of one of the world's leading watchmakers. Seiko, founded in 1881 in Tokyo, revolutionized the history of watchmaking with the introduction of the first quartz watch in 1969 and continues to stand out for its ability to combine technological innovation and traditional craftsmanship. Grand Seiko, born in 1960 as a line of excellence, today represents the pinnacle of the brand's production, with models that combine extreme precision and design inspired by Japanese nature. Their participation in Geneva demonstrates Seiko 's desire to be a leading player not only in the Asian market but also at the heart of the international watchmaking scene.

New organization of spaces

The growth in the number of exhibitors led to a rethinking of the exhibition layout.

• The Carré des Horlogers will go from 16 to 23 exhibitors.

• The Mezzanine will instead host 15 fashion houses, compared to the 9 of the previous edition.

A redesign of the spaces designed to ensure fluidity, greater visibility for independent artisans and a more coherent experience for visitors.

LAB: where the watchmaking of the future is born

The LAB will become a true showcase for innovation. Startups, laboratories, and companies will have the opportunity to showcase projects and technologies that open up new perspectives for contemporary watchmaking. The initiatives will be previewed online and then made visible to the public during the event.

A week that involves the whole city

The format remains unchanged: four days reserved for industry professionals and three open to the public. However, the cultural program will be even richer: museum exhibitions, evening events, thematic workshops, and activities designed for younger generations.
One of the most anticipated events remains Thursday evening , organized with the support of the city and Canton of Geneva. A free shuttle service will be available to facilitate travel between the city center and the Salon.

The Foundation's vision

For Matthieu Humair , CEO of the Watches and Wonders Geneva Foundation , the 2026 edition is a turning point:

“Our goal is to ensure that Geneva becomes an increasingly important international hub for watchmaking, not only as the venue for the Show but also as a comprehensive cultural hub.”

The Watches and Wonders Geneva Foundation

The WWGF was established in 2022 by Rolex, Richemont, and Patek Philippe , with Chanel, Hermès, and LVMH subsequently joining. It is a non-profit organization based in Geneva and its primary mission is to promote and enhance the art of watchmaking globally.

Here is the official list (66 brands) that will participate in Watches and Wonders Geneva 2026 : A. LANGE & SÖHNE ALPINA ANGELUS ARMIN STROM ARNOLD & SON ARTYA GENEVE AUDEMARS PIGUET BAUME & MERCIER BEHRENS BIANCHET BREMONT BRM CHRONOGRAPHES BVLGARI CARTIER CHANEL CHARLES GIRARDIER CHARRIOL CHOPARD CHRISTIAAN VAN DER KLAAUW CHRONOSWISS CORUM CREDOR CYRUS GENÈVE CZAPEK & CIE EBERHARD & CO . FAVRE LEUBA FERDINAND BERTHOUD | FREDERIQUE CONSTANT GENUS GERALD CHARLES GRAND SEIKO GRÖNEFELD HAUTLENCE HERMÈS H. MOSER & CIE. HUBLOT HYT 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