What to Expect from Watches and Wonders 2026
Watches and Wonders 2026 is set to be a landmark event, showcasing a total of 66 brands in a larger and more culturally immersive setting than previous years. Matthieu Humair, CEO of the Watches and Wonders Geneva Foundation, emphasizes the importance of establishing Geneva as a leading destination for fine watchmaking. This year marks a shift towards a city-wide cultural experience that includes partnerships with renowned institutions like the Montreux Jazz Club, enhancing the event's appeal beyond just a trade fair. The event anticipates record attendance, with nearly 55,000 visitors last year and strong early demand for tickets and brand presentations. Initiatives aimed at engaging younger audiences, such as the Watchmaking Village and various educational workshops, reflect a commitment to fostering the next generation of watch enthusiasts. The overall ambition for 2026 demonstrates renewed confidence in the industry, as it evolves and adapts, reinforcing Geneva's status as "the capital of time."
