At the start of every year, collectors, retailers, and connoisseurs of fine watchmaking mark their calendars for the one moment that never fails to command the industry’s attention: Watches and Wonders in Geneva. In April 2026, the city will once again become the global stage for the world of horology.

From April 14 to 20, 2026, the exhibition halls of Palexpo will serve as the heart of the event, with 66 international brands participating. For visitors, next year’s edition will stand as the most extensive showcase in the fair’s history.

Audemars Piguet Returns, Signaling a New Shift

The defining moment of Watches and Wonders 2026 is the return of Audemars Piguet after years of stepping away from major trade show formats. The decision from the Le Brassus manufacturer is more than a simple comeback; it’s a clear signal that Watches and Wonders has become the new gravitational center of the industry.

With AP’s return, four of the five largest Swiss watch brands will now appear within the same week, standing alongside Rolex, Patek Philippe, Cartier, Vacheron Constantin, and a variety of LVMH maisons such as Bulgari, TAG Heuer, and Zenith. The dynamic among these titans makes the 2026 edition one of the most anticipated yet.

Ten new names are also joining, from contemporary independents such as Behrens and Bianchet to Credor—the pride of Japan for decades—which is finally taking its first official step onto the global stage.

A New Scale and the City’s Expanding Role

With 66 brands present, Palexpo has reached its maximum capacity. Geneva itself is taking on a larger role: cultural venues, galleries, and satellite locations will host talks, creative collaborations, and curated after-hours events.

The final three days, from April 18 to 20, will open to the public, giving watch enthusiasts the rare chance to experience an atmosphere that has long been known for its exclusivity. Dedicated shuttles will transport visitors from Palexpo to the city center, ensuring a seamless transition from one venue to another.

One of the most anticipated areas is the LAB, an incubator where manufacturers and tech startups present innovations expected to shape the future of watchmaking in the coming decades.

Visitors can look forward to:

  • Cultural programs across the city center
  • Artistic collaborations, temporary exhibitions, and public installations
  • Activities for younger audiences, including workshops and educational sessions
  • Evening events for professionals and collectors
  • Afterwork sessions designed for more intimate networking moments

Each day brings a rhythm of its own, blending Swiss watchmaking tradition with the modern energy of a creative international city.

Beyond demonstrations, the LAB functions as a true think tank, offering a rare look into how ideas, new materials, and micro-technologies are envisioned as the next generation of complications. For collectors, this is a chance to witness the future of high-end craftsmanship at its source.

Shifts in the Brand Lineup

The composition of participating brands has shifted in meaningful ways. Some maisons are expanding their presence, including H. Moser & Cie. and Frédérique Constant, both of which will occupy larger exhibition spaces among the major names. Meanwhile, several brands have chosen to step back, such as Montblanc, Bell & Ross, Speake-Marin, and MeisterSinger. These shifts illustrate an increasingly competitive landscape, where brand storytelling and genuine innovation determine who remains relevant on a stage of this scale.

Are There Promotions or Discounts During Watches & Wonders 2026?

Although Watches and Wonders is not known as a bazaar or sales-driven event, the period often triggers a wave of exclusive offers from authorized retailers and external platforms. These typically take two forms:

1. Exclusive Offers from Retail Partners in Geneva

Many official boutiques take advantage of the influx of international visitors by offering:

  • Priority appointments
  • Early previews of new models before global release
  • Special considerations for existing clients or top-tier collectors

Direct purchase discounts are rare, but added benefits—extended warranties, access to limited allocations, or service privileges—are often available in limited quantities throughout the week.

2. Promotions from Global Curation & Pre-Owned Platforms

During Watches & Wonders, high-end pre-owned and curated luxury platforms often introduce:

  • Highlighted new arrivals
  • Special pricing for iconic classics
  • Bundled benefits such as complimentary authentication or free shipping

These offers remain premium, never aggressive, and are tailored for audiences who value retention, heritage, and craftsmanship.

Watches and Wonders 2026 is set to become a new pinnacle for the watch industry. With cultural collaborations, technological innovation, and a fully integrated city-wide experience, this year’s edition stands not merely as an exhibition, but as a global celebration of time, craft, and identity.