Horology’s premier trade fair returns to Geneva, Switzerland, with new exhibitors, expanded programmes and a city-wide footprint
Spring in Switzerland is defined by two iconic exports: chocolates and complications. But ask anyone in the horological community and they will tell you the latter is by far the more intoxicating indulgence.
Every year, Watches and Wonders Geneva (W&W) sparks an adrenalised energy and anticipation to what feels like Christmas morning. The salon sets the stage for bombshell reveals and record-breaking feats, but more than that, it is a familiar stamping ground where enthusiasts clamour for a chance to listen to the quiet, rhythmic heartbeat of a new movement, witness the sharp flash of a faultless polish and, perhaps the most satisfying tactile joy of all, have a bracelet click perfectly on the wrist.
In an age where everyone is drifting further into digital spaces, the fair serves as a vital anchor for physical presence, congregation and human connection.
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There is a unique, unspoken camaraderie forged between strangers who find themselves captivated by the slipstream of time and its allied fields. From the celestial language of the stars to the intricate web of mechanics spun within a 38mm frame or the spine-tingling chill of a crystalline sonnerie, it is a fellowship born of shared obsession. You just have to be there to feel it.
W&W has expanded with every edition and 2026 marks the arrival of 11 additional brands. Chief among them is Audemars Piguet, the final member of the Holy Trinity to join its peers — Patek Philippe and Vacheron Constantin — at Palexpo’s hallowed halls. Founded in Le Brassus, the family-owned manufacture started the year strong with its first semester novelties, flexing technical muscles in the 150 Heritage Ultra-Complication Universal Calendar pocket watch as well as new aesthetics with the Neo Frame Jumping Hour, a nod to the design codes of the Streamline Moderne movement, the successor to Art Deco. Naturally, the expectations for the fair have shifted upwards.
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Corum’s CEO Haso Mehmedovic was formerly the brand’s sales director
The salon also welcomes Corum, which returned to Swiss hands following a management buyout last year after more than a decade with Hong Kong-based Citychamp Watch & Jewellery Group. Coinciding with the brand’s 70th anniversary, the announcement revealed a goal to “reignite Corum’s creative force and reaffirm its singular identity”. At the helm of the global relaunch is CEO Haso Mehmedovic, who is just 33.
He is expected to offer fresh vision with deep institutional roots, having spent 15 years mastering every facet of the braand, from the workshop to market management. The young executive has much to prove, and there is no better place than W&W to leave an indelible mark.
Emerging from the shadows of the Shiojiri mountains, Credor — Seiko’s pinnacle of haute horlogerie — is set to make its historic international debut at the fair, joining Grand Seiko as the only participating maisons from the Land of the Rising Sun. “To showcase Credor on a global stage at W&W has been a long held aspiration of mine,” notes Shinji Hattori, the chairman, CEO and chief creative officer of Seiko Watch Corp. “I am confident that visitors will recognise and appreciate the charm of Credor, which until now has remained a hidden gem known only to a discerning few outside Japan.”
Other highlights include L’Epée 1839, the premier Swiss name in high-end clockmaking, and Germany’s Sinn Spezialuhren, whose uncompromising tool watches have earned a cult following among functionality-first collectors.
In addition to newcomers Behrens, Bianchet, BRM Chronographes, Charles Girardier, Favre Leuba and March LA.B, the total number of exhibiting brands peaks at 66. To accommodate this growth, the savlon is optimising its layout by expanding key areas and strategically repositioning existing booths. Independent artisans will now be spread into two areas between the Carré des Horlogers and Mezzanine, offering greater visibility.
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The Lab is also entering a new phase. A section dedicated to highlighting the cutting-edge technologies shaping the future of watchmaking, it has — for the first time — invited start-ups, companies and laboratories to pitch for a featured spot. Among 60 applications, 15 projects have been selected worldwide. Among them is Biwi, a components and rubber strap supplier whose clientele include the likes of Richard Mille, Roger Dubuis and Norqain. The company will be presenting its patented Neocarb technology, which combines 3D printing and advanced composite fusion for exceptional, watertight and homogenous components.
Meanwhile, Singapore-based Delugs is bringing its iconic Strap Wall to the fair, showcasing four innovations designed to reimagine the retail experience for brands and collectors alike. Enthusiasts looking to personalise their timepieces can utilise Delugs’ Strap Finder feature, a digital tool that allows for instant visualisation of various materials and colours before committing to a purchase.
Curious to see if your timepiece passes the stringent Contrôle Officiel Suisse des Chronomètres’ tests? The institute is on hand to resolve queries and measure your watch’s precision. This year also marks the debut of COSC Excellence Chronometer Certified, a rigorous new standard where fully assembled watches are tested under conditions that closely mirror real-world wear.
An immersive experience awaits at Wake Up!, an exhibition that chronicles the history and uses of the humble alarm clock from the Middle Ages to the present day. Featuring timepieces, watches, clocks and graphic works from Geneva’s Musée d’Art et d’Histoire, the showcase will put over 50 items on display, inviting visitors to explore their own relationship with time and the awakening experience. Complementing the exhibit is the Wake Up! Café, helmed by chef Danny Khezzar of the Michelin-starred Bayview restaurant. Apart from the usual morning java jolt, his team will also present a selection of drinks and pastries throughout the week.
Plus, those with a taste for culinary craft can sign up for a food and mixology pairing masterclass focusing on local, high quality ingredients.
There is certainly plenty to keep attendees occupied between April 14 and 20. While the format of four professional days followed by three public days remains unchanged, the programme itself evolves outside the halls with the opening of new spaces, museums and events.
“The 2026 edition of W&W marks a turning point in our desire to set Geneva as a leading destination. Our ambition is to offer a genuine city-wide cultural programme that goes beyond the salon. We want to provide visitors of all generations with a rewarding, entertaining and diverse experience”, says Matthieu Humair, CEO of the Watches and Wonders Geneva Foundation.
Once again, the Watchmaking Village will take up residence in the Pont de la Machine building, where budding horologists can find introductory workshops, professional opportunities and other helpful career initiatives organised by the Swiss Watchmaking Industry Employers’ Association. The venue will also turn into a hub and starting point for guided tours across the city. Be sure to pop by the boutiques of participating brands to discover a host of activations, games and presentations as well as the Flower Clock at the corner of the Jardin Anglais. This year, it is embracing the signature orange hues of W&W.
After clocking in 20,000 steps during the day, make a beeline for Quai Général-Guisan, where an exclusive partnership with the Montreux Jazz Festival is set to take place every evening from 5pm to 11pm. Expect live performances inspired by the legendary Montreux Jazz Club, featuring emerging global talent, jazz ensembles and DJ sets. It is the perfect, relaxed setting to unwind and engage in spirited conversation with fellow watch enthusiasts. With the support of the City and Canton of Geneva, W&W’s iconic Nocturne festival also returns on Thursday night with small stages set up around the lake and food trucks lining the streets.
This year’s event has truly hit its stride, offering a curated line-up that brings a new dimension to the fair. Building on last year’s success, which welcomed 55,000 guests from 125 nationalities, we cannot wait to see what milestones this April will bring.
