Geneva Watch Days returns in 2026 from September 2nd – 6th. What started as a relatively small event just a few years ago is now a major event on the autumn calendar for watch lovers as the show increases in size year on year. Over 70 brands are due to take part, which rivals even Watches & Wonders for scale. Whether you visit the Pavilion to take in talks from leading experts or view it as an extended shopping trip to try on the latest new releases, there’s plenty to do. So let’s break down everything you need to know about Geneva Watch Days 2026.
Which Brands Are At Geneva Watch Days?
With over 70 brands attending this year’s show there are a huge number of interesting watchmakers on display. It’s a fascinating mixture of brands both large and small, established and new. To make things a little easier to parse, we’ve categorised them according to average retail price.
Less Than £5,000
Alpina, Amida, Ba111od, Beaubleu, Beda’a, Behrens, Dennison, Doxa, Fears, Frédérique Constant, Furlan Marri, Gallet, Keris, Louis Erard, Massena Lab, Maurice Lacroix, Micromilspec, Oris, Ōtsuka Lōtec, Perrelet, Reservoir, Tutima, Unimatic.
£5,000 – £30,000
Bell & Ross, Bianchet, Bimbu, Breitling, Bremont, Bulgari, Byrne, Cédric Johner, Claude Meylan, Corum, Czapek, Gerald Charles, Girard-Perregaux, Konstantin Chaykin, L’Epée 1839, Linde Werdelin, Marli New York, Mauron Musy, Ming, Naoya Hida & Co., Speake-Marin, Trilobe, Universal Genève, Zenith.
More Than £30,000
Akhor, Alto, Artisans De Genève, Beauregard, Daniel Roth, David Candaux, De Bethune, Emmanuel Bouchet, Ferdinand Berthoud, Gérald Genta, Greubel Forsey, Hautlence, Kerbedanz, Krayon, L. Leroy, Laurent Ferrier, Lederer, Louis Moinet, MB&F, Renaud Tixier, Singer Reimagined, Stollenwurm, Urwerk.
In addition to these watch brands, Phillips will also be an attending brand, but as they are an auction house they don’t fit within a price bracket.
Where Does Geneva Watch Days Take Place?
Geneva Watch Days is a decentralised show meaning that there are a variety of smaller exhibitions to discover across the city of Geneva. There is a central pavilion and exhibition space at Rotonde du Mont-Blanc on the shores of Lake Geneva, which should be your starting place and central hub.
Other key locations include the Beau-Rivage hotel, the Hôtel d’Angleterre the Mandarin Oriental Genève, and the Hôtel Eastwest. Many brands that have a permanent home in the city will also be hosting the event in their own boutiques and showroom. Another venue worth a visit is Watchmakers United, a boutique focussed on independent brands that don’t necessarily have a boutique of their own, many of whom are Geneva Watch Days participants.
A full location list of where each brand will be presenting is available on the Info section of the Geneva Watch Days website.
What is happening?
Starting from 2pm September 2nd, the Geneva Watch Days Pavilion and ‘Blue Box’ exhibition space will play host to a series of workshops and events – some of which you will need to register for in advance. These include hands-on workshops with elite watchmakers like Konstantin Chaykin, live chronometry competitions, talks and symposiums. The Fondation de la Haute Horlogerie will also be on hand to give guided tours. A full timetable and agenda is available on the Geneva Watch Days website. There will also be a charity auction with experiences and items donated by participating brands.
However, while those are the organised activities – the most important part of Geneva Watch Days is that it’s a chance to see watches up close and discover a wealth of new releases for the autumn-winter season. I cannot give specifics at this time, but I am aware that at least 1/3rd of attending brands have new releases to display. I also wouldn’t be surprised to see that percentage increase to half or more of attending brands as the week unfolds and announcements are made.
Is Geneva Watch Days Free?
Yes. Geneva Watch Days is a free event. It is open to the public from 14:00 on day 1, 10:00 – 17:30 on days 2, 3, 4 and then 10:00 – 16:00 on day 5. Additionally, there are some private and VIP events associated with the show that are accessible by invitation only or that you may need to pre-register to attend.
