• Watches and Wonders Geneva 2026 takes place from April 14 to 20 at Palexpo.
• A record 65 watch brands will exhibit at this year’s show.
• Audemars Piguet returns alongside Rolex, Patek Philippe, Vacheron Constantin and Cartier.
• Ten additional brands join the 2026 line-up, bringing even more names to the exhibition floor.
• An expanded In the City programme will bring watch events and experiences across Geneva.

The watch world’s biggest week is almost here, and once again, all eyes are turning to Geneva. From April 14 to 20, 2026, Watches and Wonders will take over Palexpo, bringing 65 watch brands together for seven days of new releases, unexpected surprises and enough watches to keep us talking long after the doors close.

This year’s edition already has a little extra excitement around it, with Audemars Piguet returning to the show alongside Rolex, Patek Philippe, Vacheron Constantin, Cartier and some of the biggest names in watchmaking. Add 10 more newcomers to the line-up, an expanded programme across Geneva and plenty of rumours about what could be unveiled, and there are more than a few reasons to keep a close eye on this year’s event.

So, what exactly is Watches and Wonders? Which brands will be there, and when does it all begin? In this guide, we’re breaking down everything you need to know about Watches and Wonders 2026 before the watch world arrives in Geneva. And yes, we’ll be watching the new releases very closely — our wrists may not be ready, but we certainly are.

Watches and Wonders is one of the biggest luxury watch events in the world, bringing together leading Swiss maisons and international watchmakers in Geneva to reveal their latest watches, movements, and designs. Its history dates back to 1991, when the event began as the Salon International de la Haute Horlogerie, better known as SIHH. What started as a more exclusive industry gathering grew before becoming the Watches and Wonders we know today.

Organized by the Watches and Wonders Geneva Foundation (WWGF), the show has become one of the most important weeks of the year for the watch industry. Retailers get their first proper look at the watches they could be stocking in the months ahead, journalists race to cover the biggest releases, and collectors finally get to see some of the year’s most anticipated and limited-production pieces. What happens in Geneva often gives us a pretty good idea of the designs, materials, and watchmaking trends we’ll see across the luxury watch world for the rest of the year.

This year’s show feels a little different, and not only because 65 brands are heading to Geneva. Watches and Wonders has gradually opened up to more watch fans, while events outside Palexpo have turned the week into something much bigger than a traditional industry trade show. Brand events, collector gatherings, and watchmaking experiences will spread across Geneva, giving visitors plenty to see beyond the exhibition floor.

One of the biggest reasons for the extra excitement is the return of Audemars Piguet, which has spent several years focusing on its own way of presenting new watches. Seeing the brand back alongside Patek Philippe, Vacheron Constantin and Rolex is a big deal, and naturally, the rumours have already started. Could we get a new Royal Oak, another take on the Code 11.59 or something nobody has guessed yet? Audemars Piguet isn’t arriving alone either, with 10 other new brands joining the show, including Behrens, Bianchet, B.R.M. Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, L’Epée 1839, March LA.B and Sinn Spezialuhren.

There will be plenty of attention on the usual heavyweights too, with Rolex, Patek Philippe, Cartier and Vacheron Constantin expected to be among the most talked-about names of the week. We’re also keeping a close eye on IWC Schaffhausen, Jaeger-LeCoultre, A. Lange & Söhne, Piaget, Tudor and TAG Heuer, particularly as smaller case sizes, lighter materials and fresh takes on familiar collections continue to find their way onto our wrists. Of course, there will be rumours right up until the covers come off, but that’s part of the fun of following Watches and Wonders.

Away from Palexpo, the In the City programme will expand across Geneva, bringing even more of the week’s watchmaking buzz into the city. A new partnership with the Montreux Jazz Festival will also bring a concept inspired by the famous Montreux Jazz Club to Quai Général-Guisan, which will be open daily from 5 PM to 11 PM. Between the new watches, collector conversations and the inevitable debates over which release stole the show, Watches and Wonders 2026 should give us plenty to talk about.

The guest list is even bigger for 2026, with 66 brands set to attend Watches and Wonders in Geneva. Rolex, Patek Philippe, Cartier, Vacheron Constantin and Tudor are all back, but there are also some interesting additions to this year’s line-up. One of the biggest is Audemars Piguet, which returns to the show and will no doubt have plenty of watch fans keeping a close eye on what it brings to Geneva.

Audemars Piguet isn’t the only new name joining the party. Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, L’Epée 1839, March LA.B and Sinn Spezialuhren are also part of the 2026 edition. It’s a good mix of established watchmakers and smaller names, which means there should be plenty to see beyond the usual big releases everyone will be talking about.

So, who’s actually showing up? Here’s the full list of brands at Watches and Wonders 2026:

• 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
• Hautlence
• Hermès
• H. Moser & Cie.
• Hublot
• IWC Schaffhausen
• Jaeger-LeCoultre
• Kross Studio
• L’Epée 1839
• 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

With so many brands under one roof, keeping up with every new release is going to be a challenge — but that’s half the fun of Watches and Wonders. The big names will naturally grab plenty of attention, especially when the covers come off the latest Rolex, Patek Philippe and Cartier releases, but some of the best surprises often come from the smaller watchmakers doing things a little differently.

And with Audemars Piguet back at the show alongside several new names, there will be even more to keep an eye on in 2026. We’ll be following the biggest launches, the watches everyone is talking about and, of course, the unexpected releases that somehow end up stealing the show.

As mentioned earlier, Watches and Wonders Geneva 2026 will take place from April 14 to 20, 2026, at Palexpo in Geneva, offering seven full days of new watch releases, brand shows, and plenty to discuss. The event is open to the public for three days, from Saturday, April 18, to Monday, April 20, while the first part of the week is for retailers, journalists, and other watch industry experts.

For anyone planning to visit, the show is open from 8:30 AM to 7:00 PM Tuesday through Sunday, and closes at 5:00 PM on Monday. Public tickets must be bought in advance on the official Watches and Wonders Geneva website, with online sales starting on February 10, 2026, which will be one of the biggest releases from Watches and Wonders and a busy week for watch fans.