Watches And Wonders 2026 — What To Expect From The Year’s Biggest Week In Watches

It’s that time again. From April 14th to 20th, the watch world will return to Watches and Wonders Geneva, and the 2026 edition is shaping up to be the biggest, busiest, and most expansive yet. With 64 exhibiting brands and an increasingly city-wide footprint, this is no longer a mere trade show. It’s the moment when the entire industry resets, when brands present their vision for the year ahead, and when collectors, journalists, and retailers attempt to take it all in. As always, we’ll be on the ground in Geneva trying to make sense of everything, one espresso at a time.

The full list of exhibiting brands

This year’s edition brings together 64 exhibiting brands, spanning the full spectrum of watchmaking. From the established pillars like Rolex, Patek Philippe, Cartier, and Vacheron Constantin to a growing number of independents and niche players, the lineup reflects just how broad the industry has become. Here’s the full list:

A. Lange & Söhne, Alpina, Angelus, Armin Strom, Arnold & Son, ArtyA Genève, Audemars Piguet, Baume & Mercier, Behrens, Bianchet, Bremont, B.R.M 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, H. Moser & Cie., Hautlence, Hermès, Hublot, IWC Schaffhausen, Jaeger-LeCoultre, Kross Studio, Laurent Ferrier, 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.

What’s particularly interesting this year is the continued expansion of the exhibitor base. The return of staple brands and the arrival of newcomers signal that Watches and Wonders has firmly positioned itself as the central event of the watch calendar. If you want to make a statement in 2026, this is where you do it.

Geneva as the stage

Palexpo remains the physical heart of the fair, a vast, efficient, slightly surreal environment conveniently located next to the airport. But the event no longer ends when you leave the halls.

Over the past few years, Watches and Wonders has expanded into what’s now known as the In the City program. And in 2026, that idea feels fully realized. Geneva itself becomes part of the experience. Walking through the city, you’ll come across brand activations, exhibitions, boutique events, and the occasional unexpected installation. There’s a growing sense that the industry wants to open up, making the week feel less guarded and more accessible.

Evenings, in particular, have taken on a life of their own. With partnerships like the Montreux Jazz Festival bringing cultural programming into the mix, the line between industry event and broader lifestyle experience continues to blur. It’s not just about watches anymore; it’s also about context.

The other shows: Time to Watches

Of course, anyone who’s visited Geneva during this week knows that Watches and Wonders is only part of the story.

Running in parallel is Time to Watches, which has quickly established itself as the natural counterpoint to Palexpo. Whereas Watches and Wonders is polished and structured, Time to Watches feels more relaxed, intimate, and arguably closer to the enthusiast spirit. It’s where you’ll find smaller brands, independents, and those who prefer a more direct connection with their audience. Conversations tend to be longer, the atmosphere less formal, and the discoveries often more surprising.

Here is the list of exhibiting brands:

5280 Watch Company, Adriatica, Aerowatch, Airain, AL Time, Appella, Art de l’anglage, Atlantic Watches, Ba111od, Bauhaus Watches, Beauregard, Berney, Blackout, Briston, Champs-Élysées, CIGA Design, Cimier, Claude Bernard, D1 Milano, De Rijke & Co, Dominique Renaud, Done Watches, Dwiss, Edox, Elka Watch Co., Epos, Exaequo – Salvador Dalí, Fears, Felipe Pikullik, Geovani, GoS Watches, Graham, H992 Architecte Horloger, Haure-Rive, Henoti, Herbelin, ID Genève, Jean-Marc Fleury, Jeayou, Jowissa, Junghans, Kerbedanz, Krayon, Laco, Laine, Lebois & Co, LIC Leather, Löbner, Lorige, Magellan, Maison Alcée, Marathon Watch, Mathey-Tissot, Max Twelve, MHP Maison Horlogère Palmer, Milus, Murex, Nalla Neram, Nepro, Nivada Grenchen, Oisa 1937, Ollech & Wajs, Optima, Pragma, Qian GuoBiao, Raidillon, Ralf Tech, Richelieu, RMS Zeitmeister Watches, RSW, Ruhla 1929, Sandoz, Sartory Billard, Sinclair Harding, Squale, Swiss Military Hanowa, Taos, Venezianico, Vulcain, White Star Watch, Wolf, Yema, Youhr, Zanetti, and Zeppelin.

Chronopolis and more

Then, there’s Chronopolis, a newer, more curated addition to the week. It leans even further into the independent side of watchmaking, showcasing brands and creators who operate on the fringes of the mainstream. It’s the kind of event where design experimentation and unconventional thinking take center stage, and where you might stumble across something completely unexpected. Exhibiting brands include:

Arsène Lippens, Atelier Wen, Awake, Baltic, Beaubleu, Breda, Dennison, Depancel, Echo/Neutra, Farer, Formex, Furlan Marri, Hegid, Jacques Bianchi, Maen, Nivada Grenchen, Serica, SpaceOne, Studio Underd0g, and Yema.

In addition, 25 AHCI independent watchmakers and clockmakers are set to showcase their work together at the Masters of Horology 5th Edition, at L’iceBergues. These include:

Svend Andersen, Hajime Asaoka, Ludovic Ballouard, Cyril Brivet-Naudot, David Candaux, Konstantin Chaykin, Miki Eleta, John-Mikael Flaux, Vianney Halter, Stefan Kudoke, Bernhard Lederer, Sebastian Naeschke, Raul Pages, Alessandro Rigotto, Florian Schlumpf, Kari Voutilainen, Lin Hong Hua, Tan Zehua, Sylvain Pinaud, Anton Suhanov, Ma Shuxu, Marco Lang, Nicolas Delaloye, Dann Phimphrachanh, and Marco Guarino

There will also be 48 brands in the Beau Rivage hotel for Watch’Up Geneva?, highlights among which include:

Amida, Beda’a, Benrus, Blaken, Claude Meylan, Cuervo y Sobrinos, David Candaux, Delma, Doxa, Ebel, Gaga Laboratorio, Ikepod, Isotope, Kollokium, Leroy, Louis Erard, Maurice Lacroix, Minase, Perrelet, Schwarz Etienne, Singer Reimagined, Tutima, Van Bergen, Vanguart, and ZRC.

Add to that a growing number of private showings, brand-hosted events, collector meetups, and spontaneous gatherings, and what you end up with is something much bigger than a single fair. For one week, Geneva becomes the center of the watch world in every sense.

Fratello’s approach

If you’ve followed our coverage before, you’ll know how we approach Watches and Wonders week. On the site, you’ll see many new releases starting at midnight on Tuesday, April 14th, with more following from 8:00 AM that same day. You’ll also be able to get an overview of all our Watches and Wonders 2026 coverage here, so bookmark that page! Additionally, you can follow our Instagram for more up-to-the-minute updates and ongoing coverage. We’ll also bring you daily episodes of Fratello Talks on YouTube, where we’ll discuss our highlights from each day of the fair.

Just getting started

This is only the beginning. Over the next two weeks, hundreds of watches will be introduced. Some will define 2026. Others will quietly fade into the background. And a select few will become the watches we’re still talking about years from now. We’ll be in Geneva, taking it all in and bringing you the latest here on the site and across our other social media channels. Stay tuned!

In the meantime, let us know: what are you hoping to see from Watches and Wonders 2026 and/or the parallel events?